🔊 LinkedIn Stories are here...(when) will ads follow?

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Plus, Simo Ahava on benchmarking cookie loss.

Mar 02, 2020

Good morning, marketers, picture this:

Snapchat-style Stories – but on LinkedIn. They wouldn’t, you might be thinking. But they have. LinkedIn confirmed last week that Stories will be coming to the platform. The feature will only be available to individual users at first, but we imagine it’s only a matter of time before it rolls out to businesses and pages. LinkedIn has yet to offer specifics on the feature’s creative or potential ad capabilities, but it’s likely that LinkedIn will take Stories as another opportunity to boost its ad business.

Listen up, email marketers: Valimail has announced the general availability of its DMARC monitoring solution to domain owners – for free. The new offering is a cloud-based tool that provides visibility into email sending activities from the domain, allowing brands to monitor for unusual activity and protect IP reputations with safety protocol functions. Brands are required to use DMARC in order to implement the latest email standard, BIMI (brand indicators for message identification). As a founding partner of the AuthIndicators Group that set off the BIMI initiative, Valimail could be working towards helping organizations lay the groundwork to implement BIMI.

There’s more below, a Soapbox from Google Analytics and Tag Manager expert Simo Ahava, a look at TikTok’s 2020 growth projections and its competitor’s plan to help creators make money.

Taylor Peterson,
Deputy Editor

Soapbox

Implement an ad block detection system to benchmark cookie loss

This is the time to build a solid and robust benchmark. Go through your data from the past two years and try to identify the rate of cookie loss. The longer the period of time you’re investigating the higher the cookie loss.

Similarly, if you’re not already doing so, implement an ad block detection system. The best way to do this is to run some client-side JavaScript that uses a namespace of a known tracker — name it e.g. “ads.js” — and then send hits to some custom data store you own (so not Google Analytics) if that file is blocked by the browser.

Then, segment your data by browser. Check especially the usage statistics for Firefox and Safari, as they are the most prominent tracking prevention browsers out there. Note that this isn’t an exact science. Especially Chromium-based browsers (Chrome, Edge, Brave) might make it difficult to distinguish one browser from the other.

Once you have a benchmark, you know the scope of the problem. You can apply these numbers to your analyses by introducing margins of error based on the cookie loss statistics and the amount of ad blocking in use. For example, if your data shows that 20% of all visitors to your site block Google Analytics, you can be less worried about the 10% of the discrepancy between transactions collected by GA versus your backend.

– Simo Ahava, partner and co-founder of 8-bit-sheep and a Google Developer Expert for Google Analytics and Google Tag Manager

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Social Shorts

Byte is ready to help creators make money, TikTok’s 2020 growth projections, Google Trends gets a GIF partner

Byte is gearing up to roll out its Partner Program. Byte (you know, that successor-to-Vine-now-competitor-to-TikTok video-sharing platform?) has announced it will be opening up its Partner Program to creators in advance of the program’s pilot rollout. “Anyone and everyone is eligible for the program, even if today is your first day on byte,” the company said. Byte will establish a ‘Partner Pool’ of $250,000 among 100 creators every 120 days starting April 15.

TikTok to grow U.S. users by 22% this year. eMarketer predicts that TikTok’s U.S. audience will grow steadily over the next few years, but won’t overtake more established rivals like Facebook, Instagram, Pinterest and Snapchat. TikTok has already surpassed Twitter, which had 31 million mDAUs in the U.S. at the end of last year. TikTok’s U.S. user base is expected to grow by 22% to 45.4 million as its growth rate slows from the 98% jump of 2019. It’s expected to hit 60.3 million U.S. consumers, about 27% of social network users, by 2024.

Google Trends partners with Tenor. Google Trends last week teamed up with GIF platform Tenor on a new tool that filters key GIF trends by celebrity, action, emotion conveyed, and more. It’ll give social users a new way to search through GIFs to discover emerging trends and relevant topics. The feature could also be useful in helping brands stay on theme with their GIF usage, enabling easier access to visuals from the same characters, shows, etc., Social Media Today noted.

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