Internet Marketing News Update #273, May 15, 2018

Online marketers turning to anti-blocker code

A recent academic study found that code designed to detect and thwart ad blocking software is used at 52 more times the rate previously thought. It seems some online marketers are preparing measures that will force their ads through without user consent. The only reason anti-ad blocker code has flown under the radar so far is that some marketers appear to be employing it to just detect the ad blockers and prepare countermeasures, without forcing their ads through - yet.
Direct Marketing News

Content marketing faces extreme fluctuations in Google rankings

Google's John Mueller recently advised that variations in search rankings could be extreme in the first couple weeks after an article is posted. That is because Google's algorithms first estimate where an article should be placed, and then hone that estimate based on performance. Online marketers should therefore take a measured approach to evaluating the effectiveness of new content rather than drawing conclusions based on initial rankings.
Search Engine Journal

Microsoft offers online marketers an AI-powered ad network

In early May, Microsoft launched a new ad network which places ads based on artificial intelligence. Microsoft uses a cross-section of user data - including profiles and browsing activity - to determine the right target audience for an ad. It also helps advertisers control the context of their ads by offering a selection of "high quality partner sites" for placement.
Search Engine Journal

Marketers suffer from backlash over "fake news"

With public outrage over the use of news outlets to spread questionable news items rising, a recent poll finds that marketers are among those suffering from a backlash over credibility. On a list of nearly 30 types of organizations, marketing and advertising firms ranked dead last in level of trust by internet users, with just 3% saying they trust them. Social media ranked just two slots higher, with 6% of internet users considering them trustworthy.

Segmentation: top goal of digital marketing professionals

A survey of North American marketing professionals found that improving audience segmentation is their top goal, with 62% citing this as a priority. The goal of segmentation is to improve the precision of content targeting. Mapping customer journeys through multiple channels and touchpoints was the second most commonly-cited priority, at 53.8%.

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