TODAY IN LOCAL & DIGITAL MARKETING AND MEDIA
How Serious is the New Facebook Breach? (New Yorker)
Evan Osnos: Unlike previous data leaks, such as the Cambridge Analytica scandal, in March, this is the first known instance in Facebook’s history of hackers stealing millions of “access tokens,” the keys that allow them to take over an account, including information that users bar from the public.
Why Should Anyone Trust Facebook With Personal Data? (Recode)
Kurt Wagner: These hackers had access to everything from personal data — name, gender, hometown — to really personal data, like users’ private messages. It’s unclear if the hackers took advantage of that access, Facebook execs say, but that’s not the point.
S4M Releases Calculator to Measure ROI Generated by Drive-to-Store Campaigns (Street Fight)
Assessing the effectiveness of drive-to-store campaigns by measuring incremental visits generated is the gold standard for the location-based marketing industry, but that standard has been lacking in established, industry-specific points of comparison. Enter S4M, which has released a new calculator based on industry-specific cost per incremental visit standards.
Elon Musk Steps Down as Tesla Chairman, Agrees to Pay $20 Million Fine (NYT)
Elon Musk, under pressure from his lawyers and investors of Tesla, reached a deal with the Securities and Exchange Commission on Saturday to resolve securities fraud charges. The settlement will force Mr. Musk to step aside as chairman for three years and pay a $20 million fine.
Now That We’ve Improved Media Transparency, Let’s Do the Same With Data (Street Fight)
Jake Moskowitz: In order to be effective, marketers need to know how various segment options stack up and measure up in terms of accuracy. Just like with increasing viewability, the first step toward a fix in data quality is realizing and acknowledging the problem.
What Google Investments Tell Marketers About Its Search Trajectory (MediaPost)
Google may have made a major acquisition when it acquired DeepMind for $600 million in 2014, but in 2018 it also acquired Halli Labs, AIMatter, and Banter, which all focus on AI. Several recent patents also suggest that Google prioritizes deep learning.
Oath Intends to Keep Its Promise: ‘We’re at Scale Now’ (AdExchanger)
Oath debuted its unified ad stack, Oath Ad Platforms, at the beginning of September, creating a single entry point for $9 billion worth of tech, data and media inventory from AOL, Yahoo and Verizon. All of Oath’s demand will be available through the platform starting Sunday, Sept. 30.
‘Last Chance’: German Publishers Unite to Defy Duopoly (Digiday)
In two weeks, an alliance of 20 media, e-commerce, agency ISP businesses in Germany will officially launch a unified consumer login product, created to give consumers total control of their data privacy and consent settings, which are now stricter under the General Data Protection Regulation.
IBM and Microsoft Are Upgrading Walmart’s Digital Supply Chain (Motley Fool)
Many investors pay close attention to Walmart’s consumer-facing digital efforts, which include its expanding e-commerce marketplace and new delivery options. However, Walmart’s supply chain is also undergoing a dramatic transformation through its new partnerships with Microsoft and IBM.