TikTok Introduces Hashtag Search Limits

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Welcome to today’s edition of Marketing Scroll, bringing you the latest marketing & retail stories in 60-word value bombs.

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ARTIFICAL INTELLIGENCE

🛍️ Amazon Boosts Fashion Experience Using AI Technology

Amazon's AI-driven approach to online fashion shopping delivers personalized size recommendations through a deep learning algorithm, which factors in brand sizes, customer preferences, and reviews. The addition of AI-generated fit review highlights and a fashion fit insights tool further ensures sizing accuracy and product refinement, embodying Amazon's commitment to "make Amazon Fashion for everyone," catering to diverse customer needs.

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PERFORMANCE MARKETING

📱 TikTok Sets New Hashtag Search Limits in Creative Center

According to The New York Times, TikTok has axed the hashtag search feature in its Creative Center, limiting marketers' insights into hashtag trends. This shift, addressing concerns over potential censorship and Beijing's influence, refocuses the tool on top industry hashtags. Critics view this as censorship, but TikTok asserts it's for aligning with market research, leaving marketers with fewer research options.

🤝 X Enhances Collaboration with IAS for Vertical Video Ad Placement

Under Musk's leadership, X has teamed up with Integral Ad Science for brand safety in vertical video ads. Despite doubts about Musk's data accuracy, X reports over 100 million daily users for vertical video, making up 20% of usage. This partnership seeks to boost advertiser confidence in an environment of growing safety concerns, urging marketers to evaluate audience presence on X for strategic decisions.

📊 TikTok Segregates Marketing Measurement Partners by Specialty

TikTok, adapting to a cookie-less future, now categorizes its Measurement Partners into 'Cross-Channel' and 'Lift.' This division provides advertisers with tailored insights for optimizing TikTok campaigns. Cross-Channel partners analyze ad effects across various touchpoints, while Lift partners assess the incremental impact of ads. This decision strengthens campaign results, complying with the "highest standards of measurement excellence.

PRIVACY

🍪 Google Grants Select Websites Extension for Third-Party Cookie Phase-Out

Google extends third-party cookie support until December 27, 2024, offering a temporary reprieve for marketers. The trial, ending April 1, 2024, requires JavaScript-enabled access tokens for eligible non-advertising sites. Google's focus is on direct end-user impact, urging first-party sites and embedded third parties to prepare for a cookieless future. 

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