Internet Marketing News Update #278, November 15, 2018

Facebook tweaks rankings to discourage "scraper" sites

In the latest of a series of moves by social media sites to crack down on content spam, Facebook has announced an adjustment to the algorithm it uses to rank posts. The new formula will assign a lower ranking to posts which link to so-called scraper sites, which simply copy content from other sites.
Search Engine Journal

Bing gives online marketers new tool to monitor ad timing

Bing's ad platform now enables online marketers to see when a user initially clicked on an ad that ultimately led to a conversion, rather than just logging the time of conversions. This new capability was created to recognize the fact that there is often a delay between when someone is attracted to an ad and when they end up buying the advertised product. The idea is that knowing when serious customers are most likely to respond to ads can help online marketers manage the timing of their ad campaigns.
Search Engine Journal

Advertisers are bringing programmatic buying in-house

Programmatic ad buying has been a major trend in online marketing for a few years now, and a new report from the Interactive Advertising Bureau (IAB) highlights an emerging trend in the field. The IAB report finds that 40 percent of advertisers are now running their programmatic ad buying programs in-house, rather than relying on outside agencies to manage their ad buying and placement. Among the reasons cited for the shift are to protect brands from placement with offensive content, guard against fraud, and safeguard data.

European privacy laws are impacting U.S. internet marketing

Although the EU's General Data Protection Regulation (GDPR) is a European law, online marketers in the U.S. are concerned about potential liability under it. A survey in August found that 78 percent of U.S. public companies have performed an analysis to understand where they fall short of GDPR standards. Companies can update privacy notices and block European users from accessing content so sites won't be exposed to liability under the GDPR. However, companies may face similar challenges from new state regulations in the U.S., such as California's Consumer Privacy Act, which is to take effect in 2020.

Survey highlights what consumers dislike about online marketing

U.S. internet users have a variety of problems with targeted advertising, the foremost being that advertisers are too aggressive about following users from device to device. This was cited as the biggest issue 41.7% of the time. The issue cited the next most frequently is that users find it "creepy" when advertisers try to cater to their interests and needs.

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