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Google Launches Bard, Its AI Chatbot Challenger to ChatGPT

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Alphabet CEO Sundar Pichai announced the launch of Bard, Google’s new conversational artificial intelligence (AI) service, in a blog post on Monday. The test version of the AI, which is powered by LaMDA, will be available to trusted testers before its public release in the coming weeks.

Bard aims to combine the world’s knowledge with the intelligence and creativity of Google’s large language models. It will draw information from the web to provide quality responses to user queries. At an event in Paris on Wednesday, Google will preview Bard, initially supported by a lightweight model version of LaMDA.

Google will use feedback from users, along with its internal tests, to ensure Bard meets a high bar for quality, safety, and grounding in real-world information. Next month, Google will begin onboarding developers, creators, and enterprises to try the Generative Language API, which will be powered by LaMDA.

Bard’s launch follows the skyrocketing interest in AI chatbots, which was sparked by the November release of ChatGPT. Bard, ChatGPT, and Baidu’s AI chatbot are seen as the next step in human-AI interaction, with the potential to change the way we search, learn, and work.

Google’s new AI uses the power of its Language Model for Dialogue Applications, LaMDA, and information on the web to craft creative and detailed responses to questions. It is based on a lightweight version of LaMDA, allowing it to scale to more users and provide additional feedback.

While the initial goal for Bard is not monetization, a Google spokesperson said the company wants a healthy online ecosystem and that sending search traffic to creators and news publishers will be a priority as it develops AI tools.

Microsoft, which plans to integrate ChatGPT into its technology, is expected to make an announcement at an event on Tuesday. Screenshots purporting to show how ChatGPT will be integrated into Bing have emerged, indicating it will be based on OpenAI’s GPT-4.

Making TV Measurable with Jason Fairchild’s tvScientific

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Imagine a world where TV advertising was as accessible and measurable as paid search – that’s the world that Jason Fairchild, co-founder and CEO of tvScientific, is helping to create. This former early executive of GoTo.com/Overture (which was later acquired by Yahoo) is a recognized leader in the ad tech industry, with a track record of innovation and growth at the intersection of media and technology.

tvScientific is a Connected TV (CTV) advertising and attribution platform that aims to democratize access to TV advertising and bring digital-like measurement to the table. As the only CTV platform to offer direct media buying with comprehensive measurement and attribution, it’s no surprise that tvScientific is making waves in the industry.

“What if we do for TV what we did for paid search back in 1998?” says Fairchild, explaining the founding thesis of tvScientific. “That is, democratize access to TV via a search-like self-serve platform and introduce digital-like measurement to TV, so marketers could measure the performance of TV ads in the same way as paid search – cost per website visitor, cost per sale, or full ROAS.”

tvScientific’s proprietary attribution platform connects TV ads with business outcomes, such as website visits, sales, app installs, and ROAS, on a 1:1 basis. This is made possible through advanced data science reporting, including incrementality testing and halo analysis. The platform even measures the “Second Screen Response Rate”, which is crucial for understanding the impact of TV advertising on sales and conversions. After all, with 94% of TV viewers having a second screen within arm’s reach while watching TV, it’s important to track the impact of TV advertising on other devices.

But what sets tvScientific apart from other CTV advertising platforms? Fairchild explains that the inspiration for tvScientific stems from his experience developing the paid search business model. “The opportunity to introduce TV – the most powerful medium in the world – to millions of performance-oriented businesses has massive potential to help businesses grow,” says Fairchild.

Again, the company’s platform is designed with the key principle of building marketer trust. Fairchild believes that this is essential for success in the CTV advertising space, as traditional last-click attribution models cannot be applied to TV. To achieve this, tvScientific embraces radical transparency and provides marketers with total control over their campaigns.

One of the key features of tvScientific’s platform is the ability to optimize for ROAS. This means that marketers can quickly adjust their campaigns to drive better results by identifying what is working and what isn’t. The platform uses automation to make these changes, which allows marketers to dial in their desired ROAS within just a few days.

Fairchild explains that the technology behind this optimization process is complex, but the idea is simple – to quickly identify what is driving conversions and adjust the campaign accordingly. By doing this, tvScientific helps performance marketers achieve success with CTV advertising by providing them with the tools they need to effectively reach and engage their target audience.

The chart depicts the relationship between TV ad frequency and conversions for each last click channel in a marketer’s reporting. The reporting offered is comprehensive and transparent, with the Halo reporting as an example. The chart shows that there is a significant impact of TV ad frequency on the last click conversion rates, with the potential to increase these rates by up to three times. This information is valuable for marketers, as it highlights the importance of TV ad frequency in driving conversions and provides insights into how different channels are affected by this factor. The reporting is designed to be easy to understand and interpret, ensuring that marketers can make informed decisions based on the data presented.

With a background that includes serving as co-founder and CRO at OpenX, where he helped build and manage business development and sales, leading to over $700 million in annual revenue, and being a board member for Cognitive Networks, a pioneering CTV data company, Fairchild is no stranger to success. He even holds six patents in the areas of behavioral technology and search, with several more pending patents in the areas of audience data aggregation, CTV attribution, and social/influencer commerce. He knows what he is doing, which is why we are listening.

“The first challenge businesses face in the CTV advertising space is the lack of digital-like outcome measurement,” says Fairchild, “The second challenge is the prevalence of false claims made by some companies in the industry, so marketers must take a ‘trust but verify’ approach.”

To address the issue of transparency, Fairchild suggests that businesses should “understand exactly how the CTV partner makes money” and to “mandate 100% transparency into all aspects of the campaign.” He also cautions against falling for “one-size fits all attribution windows” and to “make sure your partner integrates with third-party measurement platforms like Google Analytics.”

In regard to the growing concerns around fraud in CTV advertising, Fairchild emphasizes that it’s important to work with platforms that do not buy open market inventory and apply third-party fraud detection and prevention to 100% of purchased inventory. “At tvScientific, 100% of our buys are 1:1 deals with every major premium CTV pub and we have unique access to NBCU inventory,” says Fairchild.

What about the biggest challenges in measuring CTV audiences and proving ROI? Fairchild states that “the biggest challenge is getting over simplistic last-click attribution methodology.” tvScientific integrates with Google Analytics to provide transparent and ethical reporting, as Fairchild explains, “we inject our impression data into GA such that marketers can sort their last click channels by whether or not they have been previously exposed to a tvScientific TV ad within the defined attribution window. We do not overwrite the actual last click channel or assert that tvScientific is the last click entity.”

In terms of privacy regulations like CCPA and GDPR for CTV measurement, Fairchild assures compliance stating, “We comply with all state and national data laws. CTV does not use cookies. TV is well positioned to thrive in an opt-in environment because consumers opt into ad-supported content viewing, and advertisers gain 100% opt-in from their clients as well.”

Jason Fairchild, with his background in the ad tech industry, co-founded tvScientific to revolutionize the traditional TV advertising industry. tvScientific offers a direct, hands-on solution that combines direct media buying with comprehensive measurement and attribution, making it easy for businesses of all sizes to buy CTV inventory and deliver outcomes that are as measurable as digital ads. The company’s proprietary attribution platform connects the dots between TV ad exposure and site visitations and outcomes, and supports this with advanced data science reporting, including incrementality testing and halo analysis. With its mission to democratize access to TV and make it measurable, tvScientific is set to change the game for CTV advertising.

The Farris Factor: Revolutionizing Marketing

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Amanda Farris, CEO and Founder of LinkUnite, is a rising star in the performance marketing industry who is leaving her mark on the business world. Her stunning presence and engaging personality make people take notice when she speaks, and her passion for her work shines through in everything she does.

“LinkUnite is a movement, born out of necessity and driven by myself and Sara Malo,” Amanda reflects on the inception of the women’s organization. “We sat at the hotel bar with some of our favorite industry people and started a list of all the women in the industry we knew were juggernauts in this space and that could help us build something like this.” LinkUnite’s mission is to create a supportive community of women in the industry, and Amanda has dedicated herself to making that goal a reality.

Born and raised in Atlanta, GA, Amanda took her first job in Nashville, TN, during the height of the 2008 financial crisis. Despite the challenges of the job market at the time, Amanda’s determination and passion for her field led her to pursue graduate studies in Nashville, where she completed her MS in Mass Communications.

From an early age, Amanda was exposed to the fast-paced lifestyle of the music industry, as her father worked in the industry and frequently took her on the road with him. This nomad lifestyle has stayed with Amanda throughout her life and she continues to travel and meet new people, enjoying every moment of her adventures.

Amanda’s life on the road has shaped her into the person she is today and her passion for her work is evident in the dedication she brings to every project she takes on. With her background in intercultural communications, Amanda has a unique perspective and is able to bring a fresh and innovative approach to her work.

As a Member of Chief, Amanda is inspired by the powerful women around her who are pushing each other forward. “Seeing so many accomplished and successful women coming together to support one another and push each other forward gives me the courage we all sometimes need to do new things,” she says.

Amanda’s career journey has been a series of exciting roles, from Director to VP to CSO. Her experiences working in the field have been invaluable, giving her the opportunity to work with some of the most brilliant people she’s ever met. “I learned how true partnerships are formed and how to work collaboratively with multiple organizations at once to drive forward new growth opportunities,” she explains.

One of Amanda’s most rewarding experiences was working as VP of Business Development & Sales at LeadsPedia, where she learned about the inner workings of the industry. “I learned how to properly brand at shows, how to make technology work, and understanding numerous verticals and their business models,” she says.

Amanda stumbled into the performance marketing industry by chance when she was looking for a change in her career. “I had no idea what SaaS stood for or what an affiliate even was,” she recalls. “One of my closest friends was interviewing with LeadsPedia and was considering an offer to work there. I came to see her at lunch the day she was getting a verbal offer over the phone. I happened to be there listening in. At the time, I was looking for something new to tackle and needed a change. She muted the call mid way, looked at me and asked if I would ever consider working in tech. I responded ‘I’ll jump, if you jump.'”

The trend towards more calls in the marketing industry is a significant shift that has taken place over the last few years also, according to Farris. At one point, leads were the primary focus in the market, but now calls have emerged as the dominant form of engagement. This is because calls have proven to be highly effective in converting prospects into customers.

Farris explains, “The last four to five years, [the trend towards calls] has really taken off. Call convert. It’s simple. So it makes sense that they are of higher value to marketers.” The increase in the use of calls is largely due to the development of new marketing strategies that have enabled marketers to get more value out of each interaction with a potential customer. For example, workflows such as drip messaging, SMS engagement, and identity graphs have allowed marketers to get a better understanding of their target audience, leading to more targeted and effective marketing campaigns.

Another factor contributing to the rise in the value of calls is the increased availability of fraud protection tools like Anura. These tools help to identify and remove bad actors from the market, which not only improves the quality of the data being used for marketing purposes but also helps to protect consumers from potential scams or fraudulent activity.

Over the years, Amanda has seen the pay-per-call market, lead economy, and text messaging marketing evolve significantly. “The most noticeable change in the last few years is the compliance and regulatory involvement in the space,” she explains. “The rules around engagement and consumer consent are the most notable changes over the last ten years.”

Farris notes, “It’s much more than just a banner on a site. There are quite a few insights we now have into consumers that can be used to help narrow down offers and really engage the proper network of people.” This shift towards a more data-driven and targeted approach to marketing is a key factor in the increased value of calls and the resurgence of the marketing industry in recent years.

Amanda Farris is a true business leader, and her journey to success is an inspiration to women everywhere. Her work with LinkUnite and her commitment to supporting women in the industry demonstrate her passion and dedication to creating change in the business world.

Does Sex Still Sell in the Age of Digital Marketing?

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Advertising has come a long way since the days of Madison Avenue, with the majority of marketing now being digital and more tailored to its audience. However, one aspect that has remained unchanged is the use of sexual imagery in advertising. Despite the #MeToo movement and the death of Hugh Hefner, sexually suggestive content is still prevalent in advertising.

This article will examine how sexual content is used in advertising, the reasons for its success, its cultural and psychological impacts, and the measures taken by search engines and social media platforms to regulate explicit content.

How is Sex Used to Boost Sales? Advertisers often use sexual imagery to pander to the basic instincts of human behavior. Whether it is six overarching instincts as outlined by Robert F. Port, Professor of Linguistics and Cognitive Science at Indiana University, or the three main instincts known as the dark triad, which include self-preservation, sex, and greed, it is evident that sex plays a significant role in human behavior and is therefore a useful strategy in advertising.

The Inception of Sex in Advertising The use of sexual content in advertising dates back to the 19th century when brands such as Pearl Tobacco and Duke & Sons used images of naked women and sexually provocative starlets in their advertisements. The trend continued, with cigarette companies capitalizing on innuendos and suggestive imagery.

The Line between Provocative and Dangerous As advertising has pushed the limits of social acceptability, some brands have landed themselves in hot water for highly sexualized marketing strategies. Brands such as Calvin Klein Jeans and Dolce & Gabbana faced backlash for their advertisements, which were banned for suggesting rape and violence or for their combination of violence and sexual content. A study published in The Journal of Consumer Affairs found that advertisements targeted towards young adults were more likely to contain sexually suggestive material than those for older adults, highlighting the need for regulation.

Does Sex Actually Sell? Contrary to popular belief, sex does not always sell. A study by the American Psychological Association found that brands that advertised using sexual content were evaluated less favorably than those that advertised using nonsexual content. The study also showed that as the intensity of sexual content increased, memory, attitudes, and buying intentions decreased. However, the study revealed that context is key and when programing content and advertisement content were congruent, memory improved and buying intentions increased.

Why is Sexual Content So Pervasive in Advertising? Despite the evidence suggesting that sexual content may not be effective in increasing sales, it remains prevalent in advertising. A study conducted by Tom Reichert, Head of the Advertising and Public Relations Department at the University of Georgia, found that the rate of advertisements using sexual content rose from 15% in 1983 to 30% in 2003. One reason for this is that advertisers are aware of the impact of sexual content and use it as a means of getting noticed and standing out from the competition.

The Psychological Impact of Sexual Content in Advertising The use of sexual content in advertising can have a psychological impact on both the target audience and the wider population. Advertisements that use sexually suggestive material can contribute to the objectification of women and reinforce gender stereotypes, leading to negative body image and self-esteem issues. Additionally, advertisements that contain sexual content can also contribute to the sexualization of children and adolescents, which can lead to problems such as early sexualization, child sexual abuse, and sexual health issues.

The Cultural Impact of Sexual Content in Advertising The use of sexual content in advertising can also have a cultural impact, perpetuating harmful cultural norms and values. Advertisements that use sexually suggestive material can contribute to the normalization of rape culture such as the objectification, and the commodification of women. This can further contribute to the perpetuation of harmful attitudes towards women and can also harm the representation of women in the media. The sexualization of women in advertising can lead to a negative perception of women in society, with women being reduced to sexual objects rather than being seen as individuals with unique personalities and abilities.

Measures to Regulate Sexual Content in Advertising In light of these concerns, search engines and social media platforms have taken measures to regulate the use of sexual content in advertising. For example, Google has a policy that restricts the promotion of sexually explicit content, while Facebook has also put in place policies to regulate the use of explicit sexual content in advertisements. These measures have been implemented to help prevent the perpetuation of harmful cultural norms and values, as well as to protect children and adolescents from exposure to sexually suggestive material.

The Future of Sexual Content in Advertising The future of sexual content in advertising is uncertain, but it is likely that as society continues to evolve, the use of sexual content in advertising will become increasingly regulated. However, as long as advertisers continue to believe that sex sells, it is unlikely that it will disappear from advertising entirely. The key will be finding a balance between the use of sexual content to get noticed, and avoiding the perpetuation of harmful cultural norms and values.

The use of sexual content in advertising remains prevalent, despite the negative psychological and cultural impacts it can have. Advertisers use sexual content as a means of getting noticed and standing out from the competition, but there is evidence to suggest that it may not be effective in increasing sales. In response to these concerns, search engines and social media platforms have taken measures to regulate the use of explicit sexual content in advertisements. As society continues to evolve, it is likely that the use of sexual content in advertising will become increasingly regulated. The future of sexual content in advertising is uncertain, but finding a balance between using it to get noticed and avoiding the perpetuation of harmful cultural norms and values will be crucial.

Money Ball: Diamondbacks Score Big with Jersey Sleeve Advertising

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The Arizona Diamondbacks are making a big play in the advertising game. The Major League Baseball (MLB) team recently announced a multi-year deal with Avnet, an electronics components distributor headquartered in Phoenix, to feature their logo on the team’s jerseys.

The agreement makes the Diamondbacks the third MLB team to sell advertising space on their jerseys, following the trend set by the Boston Red Sox and the Cleveland Indians. According to the team’s press release, Avnet has over 15,000 employees worldwide, including 1,300 in Arizona.

MLB Commissioner Rob Manfred has noted that jersey patches and advertisements on jerseys are a reality of life in professional sports. “That’s a revenue source that is significant enough that it is really impossible for the sport to ignore over the long haul,” Manfred stated last year.

The Avnet patches will be placed on each player’s forward-facing shoulder, with left-handed hitters wearing them on their right shoulders and right-handed pitchers wearing them on their left shoulders.

The Hispanic Advertising Industry Thrives Despite the Ad Recession

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The advertising recession that hit many tech giants and media companies in the fourth quarter of 2022 has created concerns in the industry, with many giants reporting a decline in their advertising revenue. However, some experts are optimistic that the Hispanic advertising sector may be shielded against this trend. The U.S. Hispanic market is the third-largest growing economy in the world, and there is a strong rationale for advertising targeting Hispanic consumers to increase at a much higher rate than overall U.S. advertising.

One of the publicly quoted Hispanic-targeted media companies, Entravision Corporation, has shown significant revenue expansion. For the nine months ended September 30, 2022, the company’s revenue was up 25% year-over-year, with growth in the digital segment and strong political advertising revenue in their television and audio businesses. Consolidated adjusted EBITDA also increased by 12% year-over-year.

Wade Davis, CEO of Televisa Univision, believes that the value proposition that TelevisaUnivision has to offer in a down market represents hundreds of millions of dollars to the company. Currently, only about one-third of television advertisers advertise in Spanish, and Davis believes that the ability to capture low- and zero-share advertisers, even in a down market, should continue to be a tailwind for the company.

In the past, multicultural and Hispanic advertising budget line items have often been cut by corporate America during recessions. However, the U.S. Hispanic market is the third-largest growing economy in the world, and there is a strong rationale for advertising targeting Hispanic consumers to grow at a much higher rate than overall U.S. advertising.

Entravision and TelevisaUnivision are expected to announce their Q4 2022 financial results on February 23 and March 3, respectively. These results will provide a clearer picture of how the Hispanic targeted advertising sector evolved in Q4 2022 and how it will develop in 2023.

In conclusion, while the advertising recession has created concerns in the industry, the Hispanic advertising sector may be shielded against this trend. With the U.S. Hispanic market being the third-largest growing economy in the world, there is a strong rationale for advertising targeting Hispanic consumers to increase at a much higher rate than overall U.S. advertising. It will be interesting to see how the two publicly quoted Hispanic-targeted media companies, Entravision and TelevisaUnivision, perform in the coming months.

LevLane Advertising Promotes Elizabeth Weir to CMO and Kevin Dunn to CCO, Marking Continued Growth and Success

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LevLane Advertising, a leading full-service advertising agency based in Philadelphia, has made two key promotions within its leadership team. As of February 1, 2023, Elizabeth Weir has been promoted to Chief Marketing Officer (CMO), and Kevin Dunn has been promoted to Chief Client Officer (CCO). These newly created roles are a testament to the continued growth and success of the 40-year-old agency.

Both Weir and Dunn have been instrumental in the growth and success of LevLane, having held leadership positions for several years. Weir, who previously served as SVP of Content, Social Media, and PR, will lead all marketing operations for the agency, overseeing its promotional efforts, refining and elevating its brand, and advancing its mission.

Bruce Lev, Founder and CEO of LevLane, praised Weir for her marketing experience and her ability to stay at the forefront of the industry. “The role of CMO is a natural progression for Liz,” he said, “as she has shown incredible depth and talent for content and storytelling.”

As CCO, Kevin Dunn will continue to lead the agency’s Life Science clients, while also consolidating Account Management processes across all strategic verticals. Dunn, who previously served as SVP of Strategy & Client Engagement in the Life Sciences division, brings extensive marketing expertise and leadership capabilities to the role.

Josh Lev, President of LevLane, expressed his excitement about the expansion of Dunn’s services across the agency’s client roster. “Kevin has a consistent track record of providing our clients with first-class experiences and has built a strong, customer-centric culture within his team,” he said.

These promotions come at a time of continued growth and expansion for LevLane Advertising, which has experienced healthy growth over the past five years. These new roles are a testament to the agency’s commitment to fostering growth and success for both its employees and its clients.

UK Crypto Firms Beware: The Watchdog is Barking with New Ad Rules and Prison Threats!

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The UK’s Financial Conduct Authority (FCA) has issued a warning to all cryptocurrency businesses operating in the country, reminding them to be ready for a significant change in advertising rules. The FCA has stated that company officials who violate the new regulations could face up to two years in prison. The new rules are expected to be introduced later this year, although the exact date has not been specified.

The UK finance ministry announced last week that it will be introducing secondary legislation this year to allow crypto companies that adhere to the FCA’s anti-money laundering regulations to advertise their own promotions until new regulations for cryptocurrencies are introduced. The government has also reduced the implementation period for this change from six months to four months.

At present, cryptocurrency advertising must be approved by a firm that has received full FCA authorization. The FCA will now have the power to supervise and enforce anti-money laundering regulations for cryptocurrency businesses promoting cryptocurrencies. This includes the ability to force a company to take down its website if it violates these regulations.

In a statement issued on Monday, the FCA warned that “all cryptocurrency firms marketing to UK consumers, including firms based overseas, will soon need to comply with the new UK financial promotions regime.” The watchdog stressed that companies must start preparing for these changes now, as the FCA will take “robust action against firms breaching these requirements.”

The FCA has also reminded the public that cryptocurrencies remain a high-risk investment, and that consumers should be prepared to lose all their money if they decide to invest in them. The FCA has also stated that there is unlikely to be any compensation available under the Financial Services Compensation Scheme for consumers who lose money as a result of their investments in cryptocurrencies.

This warning from the FCA highlights the need for cryptocurrency businesses to take their responsibilities seriously, and to ensure that they are fully compliant with all regulations. With the UK government taking a strong stance on cryptocurrency regulation, it is crucial that companies take the necessary steps to ensure they are not in breach of the law.

National Enquirer Gets a New Lease on Life with New Ownership Deal

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The National Enquirer, the publication known for its scandals, is about to have new owners. VVIP Ventures, a joint venture between Vinco Ventures, a digital media and content technologies holding company, and ICON Publishing, is acquiring the Enquirer from a360 Media in an all-cash deal worth nearly $100 million. The acquisition includes all print and digital assets of the National Enquirer, National Examiner, and Globe, both U.S. and U.K. editions.

The new owners have pledged to expand the Enquirer’s digital presence, pursue TV, film, and podcast licensing partnerships, and create new productions using the publication’s extensive archive. They also bring digital assets such as Vinco’s AdRizer platform, which runs programmatic ad transactions and direct agreements with advertisers, and Lomotif, an alternative to TikTok.

On the other hand, a360 Media plans to focus on women’s lifestyle and celebrity and entertainment brands and accelerate their operational resources and services to support the acquired brands.

The National Enquirer has had a controversial history, having been involved in “catch and kill” practices during Donald Trump’s presidential campaign and attempting to bribe Amazon founder Jeff Bezos in 2019. American Media Inc., the parent company of the publication, admitted to these practices in 2018 and was fined $187,500 by the Federal Election Commission in 2021.

David Pecker, the former CEO of American Media, stepped down in August 2020, and American Media was taken over by Accelerate360. In April 2019, American Media was set to sell the National Enquirer and some other publications to James Cohen, but the transaction was never completed.

VVIP Ventures is poised to bring new life to the National Enquirer, National Examiner, and Globe, but their journey will be closely watched given the scandals and controversies associated with these publications. Nevertheless, with the backing of Vinco Ventures’ digital platforms and ICON Publishing’s experience, the future of these iconic tabloids is uncertain, but promising.

Get Ahead in the Game: AI-Powered Digital Marketing Trends to Watch Out For

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The digital marketing industry is one of the fastest-changing industries, with new technologies emerging every year. The rise of technology and the increasing use of digital devices by the younger generations have brought about new challenges for digital marketers. As a result, it is essential to evaluate what digital marketing activities are no longer relevant and what new marketing tools should be implemented. Here are eight current AI-based digital marketing trends that every digital marketer should be aware of.

The end of 2022 marked the true rise of Artificial Intelligence (AI) in the digital world. With the introduction of powerful AI tools such as ChatGPT and DALL-E 2, AI has become an integral part of digital marketing, revolutionizing the digital landscape through its application in various technologies. AI makes it possible to analyze and understand data more accurately, identify market trends and plan marketing campaigns, content creation and more. Machine Learning and AI can help marketers to maximize efficiency, save resources and time, surpassing the capabilities of human intelligence.

AI in digital marketing has numerous impacts on the functionality of marketing campaigns. It can lead to a better return on investment (ROI) by making informed decisions and creating more effective content. AI-assisted marketing strategies can reach the target audience more accurately, leading to improved marketing results. The digitization of tedious tasks through AI can increase productivity, streamline operations, reduce costs and increase revenue. AI can analyze information to predict the buying patterns and actions of target consumers, improving user experience and providing them with exactly what they want. The use of AI insights in business operations is becoming a priority for many companies, giving them a competitive advantage over their competitors.

One of the most exciting use cases for AI in digital marketing is chatbots powered by AI. Chatbots are software that mimic human conversation to interact with users and respond to their input based on their choices or requests. Some chatbots are powered by AI while others are programmed with predetermined responses, and they can be created without programming experience. Chatbots are used for customer service, but they can also be used for marketing, as they can generate leads and sales. AI chatbots can help customers choose a product, recommend additional products, answer questions and more. However, it is essential to remember not to rely solely on chatbots and include a human touch in your marketing strategy. Overusing your chatbot can be a turn off, so be careful not to send too many messages.

AI has also revolutionized email marketing, giving marketers the ability to personalize their campaigns. By analyzing customer behavior and preferences, AI-aided email marketing allows for the customization of information, leading to the delivery of relevant content to consumers’ inboxes, and improving email marketing metrics such as open and click-through rates. AI can also determine the optimal send time by analyzing subscriber activity history and taking into account factors such as time zones, device types, and past engagement.

Another trend in AI-based digital marketing is the use of Virtual and Augmented Reality. Virtual Reality (VR) and Augmented Reality (AR) are becoming more accessible and cost-effective, allowing marketers to create immersive experiences for their target audience. VR and AR can be used to showcase products in a virtual environment, allowing customers to experience the product before purchasing. They can also be used for event promotions, allowing attendees to experience the event before it takes place. AR can be used to add a new dimension to traditional advertising, bringing static images to life.

AI can also help to optimize and personalize website experiences. By analyzing user behavior and preferences, AI can provide personalized recommendations, tailor website content to individual users, and optimize the website for better search engine optimization (SEO). AI can also analyze user behavior data to determine the optimal placement of website elements, such

as calls-to-action, resulting in increased engagement and conversions. It’s like having a super-powered digital marketing sidekick!

Have you heard of Voice Search Optimization? Well, buckle up buttercup, because it’s the next big thing in AI-based digital marketing. With the rise of voice-activated digital assistants, like Amazon’s Alexa and Google Assistant, voice search is becoming a prevalent mode of interaction with technology. Marketers need to optimize their content for voice search to stay ahead of the curve. AI can assist with this by analyzing language patterns and search queries, making sure your content is discoverable when customers use voice search.

Another AI trend in digital marketing is Predictive Analytics. Predictive Analytics uses historical data and machine learning algorithms to identify the likelihood of future outcomes. This can be incredibly useful for digital marketers, allowing them to predict consumer behavior, make informed decisions and target the right audience. Predictive analytics can also help in identifying high-value customers and targeting them with personalized campaigns.

AI-based Influencer Marketing is also on the rise. By analyzing influencer performance data and audience engagement, AI can help identify the best influencer for a particular brand and campaign. AI can also assist in monitoring influencer activity, making sure that the brand stays on message, and the campaign stays on track. AI can even help with influencer compensation negotiations, taking the guesswork out of the process.

Finally, AI can be used for Content Optimization and Creation. By analyzing consumer behavior, AI can assist in the creation of content that resonates with the target audience. AI can also optimize existing content, making sure that it is search engine optimized, and engaging to the target audience. By using AI, digital marketers can save time and resources while increasing the effectiveness of their content marketing efforts.

In conclusion, AI has taken the digital marketing world by storm, revolutionizing the way that digital marketing is conducted. As a digital marketer, it is essential to stay ahead of the game and be aware of the latest AI-based trends. By incorporating AI into your digital marketing strategy, you can increase efficiency, save time and resources, and drive better results. So, what are you waiting for? Embrace the future and join the AI revolution in digital marketing!

Martha Stewart Joins Oreo in Metaverse Adventure

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Oreo, the famous cookie brand under Mondelēz International, is taking its latest limited-edition cookie “The Most Oreo Oreo” to the metaverse with the help of celebrity chef Martha Stewart. The brand has created “Oreoverse,” a virtual realm within Meta’s Horizon Worlds, where consumers can play mini-games for the chance to win various prizes, including a grand prize of $50,000.

To promote the activation, Stewart will livestream herself exploring the Oreoverse on Oreo’s Instagram and Facebook channels on January 30, the day the cookie will hit grocery store shelves. The livestream is aimed at showing consumers that even those unfamiliar with the metaverse can successfully navigate the experience, which could help attract a more vast audience.

The Oreoverse can be accessed through a designated microsite, scanning a QR code, or using a virtual reality headset. Within the digital realm, consumers can play games such as “Stack Stuf” where they have to build the most Oreo cookie, and “Rocket Stuf” which involves inflating the limited-edition cookie for its launch into the stars.

Oreoverse offers daily chances to win various prizes such as a virtual reality headset, gaming console, wireless headphones, and the grand prize of $50,000. The experience runs until March 31, giving consumers ample time to play and win. The Oreoverse was created in collaboration with Media.Monks, the production agency of record for Mondelēz, with help from The Martin Agency, among others.

The metaverse activation is part of Oreo’s continued efforts to connect with consumers using current cultural trends and topics. Last October, Oreo partnered with Microsoft 365 to create a “Thinvite” aimed at helping remote workers unplug and prevent burnout. The effort also included an Oreo-dipping tool modeled after Microsoft’s original office assistant, tapping into themes of nostalgia. Oreo has also collaborated with LGBT activism organization PFLAG National, releasing a Pride-themed retail pack last May.

In conclusion, Oreo’s latest metaverse adventure with Martha Stewart is a clear attempt to capture the attention of Gen Z while also potentially attracting older audiences. The Oreoverse offers a fun and interactive experience with daily chances to win prizes, making it a worthwhile visit for consumers.

Interpol Wants to Police the Metaverse

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The future of the internet is here, and it’s called the metaverse. In this concept, people will be represented by 3D avatars in their online lives. The metaverse is a virtual world that is not yet fully realized, but it’s gaining traction and Interpol is taking notice. The global police agency has built its own virtual reality (VR) space to investigate the potential for crime in the metaverse and to determine how it could be policed.

Interpol Secretary General Jurgen Stock says that it’s important for the agency not to get left behind. Criminals are quick to adapt to new technological tools, and Interpol must be ready to respond. Mr. Stock notes that sometimes lawmakers and police are slow to respond, which can impact trust in the metaverse.

The virtual reality environment created by Interpol is accessed through secure servers and gives police officers a sense of what the metaverse could be like. They can experience the crimes that could occur and understand how they could be policed. It’s a unique way for Interpol to get a head start on the future.

The metaverse is not just a concept, it’s a potential future for the internet. Instead of being on a computer, people might use a headset to enter a virtual world that connects all sorts of digital environments. But because it’s still an idea, there’s no agreed definition of the metaverse.

However, virtual worlds are already here and with them come real-life problems. A BBC investigation in 2022 identified issues surrounding verbal and sexual harassment within VR games, and a researcher’s avatar was sexually assaulted in Meta’s VR platform Horizon Worlds. These problems demonstrate the need for Interpol to investigate the metaverse and how it could be policed.

Defining metaverse crime is a challenge for Interpol. Some crimes that occur in virtual worlds are not yet defined, but they are a threat. For example, there have been reported cases of sexual harassment, but it’s not clear whether they can be classified as crimes. Interpol’s Executive Director of Technology and Innovation, Dr. Madan Oberoi, notes that raising awareness of these problems is a big challenge facing the agency. Interpol wants law enforcement personnel to start using the metaverse and become aware of its potential dangers.

In terms of regulation, Nina Jane Patel, co-founder and head of metaverse research organization Kabuni, says that what is illegal and harmful in the physical world should be illegal in the virtual synthetic world as well. This convergence will make it difficult to determine acceptable human behavior in both digital and physical worlds.

Interpol will be critical in investigating future metaverse crimes. Cybercrime is international by nature and Interpol is needed to tackle these crimes because no country can fight them alone. With a click of a mouse, evidence could be on another continent, and Interpol’s 195 member countries are all needed to fight this type of crime.

The metaverse is a potential future for the internet, and Interpol is determined to stay ahead of the curve. By building its own virtual reality environment, the agency is taking steps to understand the potential for crime in the metaverse and how it could be policed. As virtual worlds become more prevalent, Interpol will be ready to respond and investigate metaverse crimes.

In conclusion, the metaverse is an exciting concept, but it’s also a potential playground for criminals. Interpol is taking notice and preparing itself to police the metaverse. As the metaverse evolves, Interpol will be ready to investigate and regulate crimes in this virtual world. The future is here, and Interpol is ready for it.

Alphabet’s Q4 2022 Revenue Misses Expectations Despite YoY Increase

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Alphabet Inc., the parent company of Google, announced its Q4 2022 revenue of $76.05 billion on Thursday, a 1% YoY increase but $440 million lower than analysts’ projections. The full-year 2022 revenue came in at $283 billion, a 10% increase from the previous year. Ruth Porat, Alphabet and Google’s CFO, stated that the company is taking steps to improve its cost structure and invest in high-growth areas for long-term growth.

Google advertising revenue for Q4 2022 was $59.04 billion, a decrease from $61.24 billion in the same quarter of the previous year. YouTube ads brought in $7.96 billion, while Google’s network generated $8.48 billion in Q4 2022. To recover, Alphabet cut 6% of its global workforce, or 12,000 jobs, in January.

According to Evelyn Mitchell, an Insider Intelligence Analyst, Google ended 2022 in a different place than the previous year, missing analyst expectations for the second quarter in a row with only 1% YoY growth. Total ad revenue declined for the second time in Google’s history, the first being in Q2 2020.

Insider Intelligence projects that Google will see a 7.2% increase in net digital ad revenue in 2023, bringing in $180.59 billion and a 28.8% share of the global digital ad market. Facebook follows with an 11.4% share. Worldwide search ad revenue is expected to reach $147.33 billion, representing 59.5% of the global search ad market.

Mitchell noted that YouTube’s decline was anticipated due to privacy changes and increased competition. However, even search revenue, which is performance-driven and typically less affected by ad spending downturns, decreased. This, according to Mitchell, does not bode well for the rest of the digital advertising industry.

Insider Intelligence projects that YouTube’s net ad revenue will grow 11.2% in 2023, reaching $17.00 billion globally and 9.4% of Google’s net ad revenue worldwide, based on 2.30 billion viewers worldwide, a 3.3% increase from 2022. This equates to 63.3% of digital video viewers worldwide.

Trapped in a Bad Interview: Surviving the Online Advertising Sector’s Abusive Hiring Process

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Stories of job interviews gone wrong are not uncommon. Candidates often find themselves subjected to rude and hostile behavior from potential employers, leaving them feeling trapped and obligated to stick it out until the end. But why do job seekers put up with such treatment during what should be a two-way assessment?

One candidate recounts flying to another state for a job interview with the Vice President of HR for an automotive parts maker. The candidate was made to wait for hours and was ultimately ignored during the interview as the VP spent most of the time bragging about her accomplishments. The candidate felt tearful and trapped, unable to gracefully end the interview.

In another instance, a candidate was not warned that they would be participating in a group interview with multiple other candidates. The candidate was not given the opportunity to decide if they wanted to participate and ultimately felt rushed and pressured to answer questions differently from the other candidates.

Yet another candidate was made to take a day off work for an interview, only to arrive and find 45 other candidates participating in a group interview. The candidate was not able to leave as they had handed over their ID to the receptionist, who had gone to lunch and left the IDs locked in her office.

So, why don’t more job seekers walk out of bad interviews? The answer lies in the power dynamics inherent in most interviews. Candidates often feel they must endure whatever treatment the interviewer dishes out, no matter how rude, as the interviewer holds something the candidate wants – a paying job. However, job interviews should be a two-way street, with candidates assessing the employer and forming their own judgments about the company and the manager.

Candidates should feel free to cut short an interview if they feel the employer is not the right fit for them. But not everyone has the luxury of doing so, as some may need a job and may be more willing to put up with an abusive manager, or may want to see the terms of a job offer before making a decision.

However, even candidates with in-demand skills and plenty of options may be reluctant to abort terrible interviews. They may feel that it is rude, not their place, or simply not realize that cutting short the interview is an option.

The online advertising sector is no stranger to such toxic and abusive job interviews. In this fast-paced and highly competitive industry, employers can become overly focused on finding the perfect candidate and may resort to manipulative and unethical tactics during the interview process.

It is not uncommon for candidates to be subjected to grueling and prolonged interviews, with no clear indication of the next steps or feedback on their performance. Some employers may even use the interview as an opportunity to test the candidate’s endurance and see how they handle stress and pressure.

Another issue in the online advertising sector is the use of “gotcha” questions or intentionally misleading information during the interview. This can include asking the candidate to perform a task that is impossible to complete or presenting false scenarios to see how the candidate reacts.

Such tactics can be demeaning and demoralizing for the candidate and can also lead to a lack of trust and mutual respect between the candidate and the employer. It can also lead to a negative perception of the company, with candidates sharing their negative experiences with others and potentially affecting the company’s reputation and future hiring efforts.

So, what can job seekers do to protect themselves from toxic and abusive job interviews in the online advertising sector?
Research the company: Before applying for a job, it is important for job seekers to research the company and get a clear understanding of its values, culture, and reputation. This can be done through reading reviews from current and former employees, checking out the company’s social media profiles, and talking to people in your professional network who may have knowledge of the company.

Prepare for the interview: It is essential to prepare well for the interview by understanding the job requirements, the company culture, and the type of interview format. This will help you feel more confident and equipped to handle any difficult or abusive questions during the interview.

Know your rights: It is important for job seekers to know their rights during the interview process. For example, it is illegal for an interviewer to ask questions about your age, race, religion, or sexual orientation. If an interviewer asks such questions, you have the right to decline to answer or to politely bring up your rights.

Be cautious of red flags: During the interview process, be cautious of any red flags that may indicate a toxic or abusive workplace. This can include aggressive or condescending behavior from the interviewer, unrealistic expectations, or a lack of clear communication about the role and responsibilities.

Trust your instincts: Finally, it is important to trust your instincts and not ignore any warning signs. If you feel uncomfortable or that the company culture is not a good fit, it is better to move on and find a more suitable job opportunity. Remember that you are interviewing the company just as much as they are interviewing you, and you have the right to choose a workplace that aligns with your values and expectations.

Ultimately, it’s important to remember that job interviews are a two-way street. Employers are evaluating candidates, but candidates should also be evaluating employers. If you’re in an interview and feel like you’re being treated poorly, it’s okay to speak up for yourself or even to leave the interview early. While it can be scary to do so, remember that you’re interviewing for a job, not for a lifetime commitment. If you feel like the interviewer is not treating you with respect, it’s unlikely that they will treat you better once you’re hired.

There are steps that both employers and job seekers can take to avoid toxic and abusive job interviews. Employers should be transparent about the interview process and what to expect, and they should treat candidates with respect and professionalism. On the other hand, job seekers should do their research and prepare for the interview, and they should be honest about their qualifications and expectations.

The bottom line is that job interviews should be professional, respectful, and equitable. Both employers and job seekers have a responsibility to create a positive interview experience, and it starts with setting clear expectations and treating each other with respect. Whether you’re an employer or a job seeker, it’s important to be mindful of the power dynamics at play and to be aware of the impact that your words and actions can have on the other person. By working together, we can create a better job interview experience for everyone.

Toxic and abusive job interviews are unfortunately all too common in the online advertising sector. However, by taking steps to address this issue, we can create a more positive and equitable interview process for everyone involved. Whether you’re an employer or a job seeker, it’s important to be mindful of your words and actions, and to treat each other with respect and professionalism. With a little effort and awareness, we can create a job interview process that is both fair and effective, and that helps everyone reach their goals.

Data, Dance, and Daring Campaigns: Erin Levzow’s Approach to Building Loyalty

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How to Narrow the Scope of Information Sought by an FTC Civil Investigative Demand (CID)

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A civil investigative demand (“CID”) is the instrument by which the Federal Trade Commission exercises its compulsory process authority in connection with investigations.  CIDs may require the production of documents - including electronically stored information – or tangible things, the provision of testimony, and the providing of written responses to questions. A CID must state the nature of the conduct constituting the alleged violation which is under investigation and the provision of law applicable to...

Did Your Company Receive a Letter From the FTC?  FTC Warning Letters and Notices of Penalty Offense

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Recipients of FTC warning letters and notices of penalty offense should be on high alert and act quickly. Their advertising and marketing practices could be in violation of applicable legal regulations. What is an FTC Warning Letter? Federal Trade Commission “warning letters” are intended to warn companies that their conduct is likely unlawful and that they can face serious legal consequences, such as a federal investigation or lawsuit, if they do not immediately stop. ...

The Good, the Bad, and the SPO-ly

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The Hidden Flaws Behind Ad Tech’s Favorite Buzzword. Supply Path Optimization (SPO) is my love-hate relationship in ad tech personified. It’s the reason I fell for this industry’s maddening brilliance—and why it sometimes feels like a bad rom-com where no one learns their lesson. At its core, SPO promises efficiency, transparency, and accountability, and when it works, it’s like watching a Rube Goldberg machine perform flawlessly. But when it doesn’t—and let’s be honest, that’s most...