Commentary
SMB Resellers and Agencies: How to Make the Most of the Conversions Objective
ROI is, of course, the ultimate goal of any advertising effort, so one might naturally ask, “Why would I ever choose an objective that’s not conversion optimized?”, or even “Why would I choose to optimize towards anything but purchase conversions?” It turns out the latter is the more complicated question, but one you can answer when armed with the right information.
It all has to do with how Facebook’s ad bidding works, which involves a combination of factors: your advertiser bid, estimated action rates (i.e. how your target audience responds to the ad), and overall ad quality. As Facebook notes, “together, estimated action rates and ad quality measure ad relevance. In fact, we subsidize relevant ads in auctions, so more relevant ads often cost less and see more results.”
Amazon’s Just Walk Out Cashierless Solution Is an Antitrust Signal
It’s well established that Amazon dominates at dominating industries adjacent to retail. But that’s what makes its Just Walk Out solution more suspect. By doubling down on retail as a service, Amazon is courting enterprise customers in the very industry — brick-and-mortar retail — that its main e-commerce business gutted. The Seattle behemoth is asking firms like Walmart and Macy’s to pay it for the chance to meet the same Amazon-driven standards that put some of the retail champions of yesteryear out of business.
CCPA and Beyond: Where Privacy Will Take Us in 5 Years
Although the language of CCPA leaves a lot open for interpretation, one thing is clear: The consumer data and privacy landscape has fundamentally shifted beneath the feet of today’s enterprises, and privacy compliance will forever be an important requirement for sustainable business going forward. But where exactly do we go from here? In a regulatory environment where there are currently more questions than answers, what do consumer privacy requirements look like in five years? Here are a few likely outcomes of current initiatives and momentum.
Latest Posts
Anne Marie Stephen Joins Street Fight as President
Anne Marie Stephen, a veteran of tech and retail, is taking the helm at Street Fight, the premier media, research, and events company covering local marketing and technology. As president, Stephen will oversee Street Fight’s overall strategy, events, and budget as it pursues aggressive growth in 2019.
The Future of Advertising in an Autonomous Vehicle Landscape
When autonomous vehicles begin to replace traditional cars, the local business advertising market will shift alongside. But SMB advertising might not actually look dramatically different than it does today; instead, today’s location-based, personalized marketing will reach new customizable extremes.
Veteran Reporter Makes Journalism Bloom in ‘News Desert’ of Luther, Okla.
In this Q&A, longtime journalist and communications specialist Dawn Shelton talks about how she started the Luther Register News, what she has in mind for news deserts in nearby towns, and how the Pecan Festival may represent an important part of the financial future of her new independent journalistic publishing enterprise.
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