Monthly Archives: April 2021
TechCrunch has spilled much digital ink tracking the fate of VMware since it was brought to Dell’s orbit thanks to the latter company’s epic purchase of EMC in 2016 for $ 58 billion. That transaction saddled the well-known Texas tech company with heavy debts. Because the deal left VMware a public company, albeit one controlled by Dell, how it might be used to pay down some of its parent company’s arrears was a constant question.
Dell made its move earlier this week, agreeing to spin out VMware in exchange for a huge one-time dividend, a five-year commercial partnership agreement, lots of stock for existing Dell shareholders and Michael Dell retaining his role as chairman of its board.
So, where does the deal leave VMware in terms of independence, and in terms of Dell influence? Dell no longer will hold formal control over VMware as part of the deal, though its shareholders will retain a large stake in the virtualization giant. And with Michael Dell staying on VMware’s board, it will retain influence.
Here’s how VMware described it to shareholders in a presentation this week. The graphic shows that under the new agreement, VMware is no longer a subsidiary of Dell and will now be an independent company.
But with VMware tipped to become independent once again, it could become something of a takeover target. When Dell controlled VMware thanks to majority ownership, a hostile takeover felt out of the question. Now, VMware is a more possible target to the right company with the right offer — provided that the Dell spinout works as planned.
Buying VMware would be an expensive effort, however. It’s worth around $ 67 billion today. Presuming a large premium would be needed to take this particular technology chess piece off the competitive board, it could cost $ 100 billion or more to snag VMware from the public markets.
So VMware will soon be more free to pursue a transaction that might be favorable to its shareholders — which will still include every Dell shareholder, because they are receiving stock in VMware as part of its spinout — without worrying about its parent company simply saying no.
Facebook is to be sued in Europe over the major leak of user data that dates back to 2019 but which only came to light recently after information on more than 533 million accounts was found posted for free download on a hacker forum.
Today Digital Rights Ireland (DRI) announced it’s commencing a “mass action” to sue Facebook, citing the right to monetary compensation for breaches of personal data that’s set out in the European Union’s General Data Protection Regulation (GDPR).
Article 82 of the GDPR provides for a “right to compensation and liability” for those affected by violations of the law. Since the regulation came into force, in May 2018, related civil litigation has been on the rise in the region.
The Ireland-based digital rights group is urging Facebook users who live in the European Union or European Economic Area to check whether their data was breached — via the haveibeenpwned website (which lets you check by email address or mobile number) — and sign up to join the case if so.
Information leaked via the breach includes Facebook IDs, location, mobile phone numbers, email address, relationship status and employer.
Facebook has been contacted for comment on the litigation. Update: A Facebook spokesperson said:
We understand people’s concerns, which is why we continue to strengthen our systems to make scraping from Facebook without our permission more difficult and go after the people behind it. As LinkedIn and Clubhouse have shown, no company can completely eliminate scraping or prevent data sets like these from appearing. That’s why we devote substantial resources to combat it and will continue to build out our capabilities to help stay ahead of this challenge.
The tech giant’s European headquarters is located in Ireland — and earlier this week the national data watchdog opened an investigation, under EU and Irish data protection laws.
A mechanism in the GDPR for simplifying investigation of cross-border cases means Ireland’s Data Protection Commission (DPC) is Facebook’s lead data regulator in the EU. However it has been criticized over its handling of and approach to GDPR complaints and investigations — including the length of time it’s taking to issue decisions on major cross-border cases. And this is particularly true for Facebook.
With the three-year anniversary of the GDPR fast approaching, the DPC has multiple open investigations into various aspects of Facebook’s business but has yet to issue a single decision against the company.
(The closest it’s come is a preliminary suspension order issued last year, in relation to Facebook’s EU to U.S. data transfers. However, that complaint long predates GDPR; and Facebook immediately filed to block the order via the courts. A resolution is expected later this year after the litigant filed his own judicial review of the DPC’s processes.)
Since May 2018 the EU’s data protection regime has — at least on paper — baked in fines of up to 4% of a company’s global annual turnover for the most serious violations.
Again, though, the sole GDPR fine issued to date by the DPC against a tech giant (Twitter) is very far off that theoretical maximum. Last December the regulator announced a €450,000 (~$ 547,000) sanction against Twitter — which works out to around just 0.1% of the company’s full-year revenue.
That penalty was also for a data breach — but one which, unlike the Facebook leak, had been publicly disclosed when Twitter found it in 2019. So Facebook’s failure to disclose the vulnerability it discovered and claims it fixed by September 2019, which led to the leak of 533 million accounts now, suggests it should face a higher sanction from the DPC than Twitter received.
However, even if Facebook ends up with a more substantial GDPR penalty for this breach the watchdog’s caseload backlog and plodding procedural pace makes it hard to envisage a swift resolution to an investigation that’s only a few days old.
Judging by past performance it’ll be years before the DPC decides on this 2019 Facebook leak — which likely explains why the DRI sees value in instigating class action-style litigation in parallel to the regulatory investigation.
“Compensation is not the only thing that makes this mass action worth joining. It is important to send a message to large data controllers that they must comply with the law and that there is a cost to them if they do not,” DRI writes on its website.
It also submitted a complaint about the Facebook breach to the DPC earlier this month, writing then that it was “also consulting with its legal advisors on other options including a mass action for damages in the Irish Courts”.
It’s clear that the GDPR enforcement gap is creating a growing opportunity for litigation funders to step in in Europe and take a punt on suing for data-related compensation damages — with a number of other mass actions announced last year.
In the case of DRI its focus is evidently on seeking to ensure that digital rights are upheld. But it told RTE that it believes compensation claims which force tech giants to pay money to users whose privacy rights have been violated is the best way to make them legally compliant.
Facebook, meanwhile, has sought to play down the breach it failed to disclose in 2019 — claiming it’s “old data” — a deflection that ignores the fact that people’s dates of birth don’t change (nor do most people routinely change their mobile number or email address).
Plenty of the “old” data exposed in this latest massive Facebook leak will be very handy for spammers and fraudsters to target Facebook users — and also now for litigators to target Facebook for data-related damages.
China’s tech giants have had a rough time in Western markets over the last few years. Huawei and DJI have been hit by trade restrictions, while TikTok and WeChat are threatened with their apps being banned in the U.S. Overall, Chinese companies with an overseas footprint are increasingly wary of rising geopolitical tensions.
But at an event hosted by California-based crowdfunding platform Indiegogo for Chinese consumer product makers in Shenzhen, businesses from sizes ranging from a startup making portable power stations to 53-year-old home appliances behemoth Midea listened attentively as Indiegogo’s China managers shed light on how to court Western consumers.
“The first stage is to let ourselves be heard by the world. We have done that,” Li Yongqin, general manager of Indiegogo China, exhorted a room of entrepreneurs. “Next, we will bravely ride the tide and accept the challenge of becoming the brands loved by users around the world.”
For Midea, “crowdfunding gives us a very direct way to understand consumers,” said Chen Zhenrui, who oversees the group’s overseas e-commerce initiative. Platforms like Indiegogo and Kickstarter are ways for individuals and organizations to raise capital from a large number of people to fund a project. In most cases, backers get perks or rewards from the project they fund.
Midea raised $ 1.5 million last year for a new air conditioner unit launched on Indiegogo, an almost negligible amount compared to the 280 billion yuan ($ 42 billion) annual revenue it generated in 2019. But the support from its 3,600 backers on Indiegogo was more a proof of concept.
Within a few weeks, Midea learned that a compact air conditioner that saddles snugly on the window sill, blocks out noise and saves energy could entice many American consumers. Like other established Chinese home appliances makers, Midea had been exporting for several decades.
But “in the past, much of our overseas business was in the traditional, B2B export realm. I think we are still far from being a world-class brand,” said Chen.
When Midea first launched on Indiegogo, a user left comments on its campaign page calling the project a scam: How could a Fortune Global 500 company be on Indiegogo?
“Through rounds of communication, we got to know each other. That user gave us a big push,” Chen recalled, adding that Midea used a dozen suggestions from Indiegogo backers to improve its product.
More and more traditional manufacturers from China are giving crowdfunding a shot. Padmate, based in the southern coastal city of Xiamen, built a new earbud brand called Pamu from its foundation as a white-label maker of sound systems.
Edison Shen, a director at Padmate, said that traditional export was getting harder as old-school distributors became squeezed by new retail channels like e-commerce. By creating their own brands and reaching consumers directly, factories could also improve profit margins. Padmate went on Indiegogo in 2018 and raised over $ 6.6 million in one of its wireless headphone campaigns.
Most of the projects on Indiegogo will go beyond the 9-million-backer crowdfunding site onto mainstream platforms, listing on Amazon as well as advertising on Google and Facebook. Though the core services of these American Big Tech firms aren’t available in China, they have all set up some form of operational presence in China, whether it’s stationing staff in the country like Amazon or working through local ad resellers like Facebook.
Indiegogo itself opened its China office in Shenzhen five years ago and has since seen China-based projects raise over $ 300 million through its platform, according to Lu Li, general manager for Indiegogo’s global strategy. China is now the company’s fastest-growing market and accounted for over 40% of the campaigns that raised over $ 1 million in 2020.
Kickstarter, a rival to Indiegogo, also saw a surge in projects from China, which reached a record $ 60.5 million in funding in 2020. The Brooklyn-based company recently began looking for a contractor in Shenzhen or the adjacent city Hong Kong to help it research the Chinese market.
“In recent years, more Chinese companies are getting the hang of crowdfunding and taking their brand global, so ‘blockbuster’ campaigns [from China] are also on the rise,” observed Li.
Google will make a major change to its search algorithm in May 2021. Here’s what you need to know about Core Web Vitals and how to prepare your site.
Read more at PPCHero.com
Last year, we introduced Consent Mode, a beta feature to help advertisers operating in the European Economic Area and the United Kingdom take a privacy-first approach to digital marketing. When a user doesn’t consent to ads cookies or analytics cookies, Consent Mode automatically adjusts the relevant Google tags’ behavior to not read or write cookies for advertising or analytics purposes. This enables advertisers to respect user choice while helping them still capture some campaign insights.
Without cookies, advertisers experience a gap in their measurement and lose visibility into user paths on their site. They are no longer able to directly tie users’ ad interactions to conversions, whether the users are repeat visitors or whether those users have arrived from paid or organic traffic sources. To help close this gap, we’re introducing conversion modeling through Consent Mode. This will help marketers preserve online measurement capabilities, using a privacy-first approach.
Now, Consent Mode will enable conversion modeling to recover the attribution between ad-click events and conversions measured in Google Ads. Early results from Google Ads have shown that, on average, conversion modeling through Consent Mode recovers more than 70% of ad-click-to-conversion journeys lost due to user cookie consent choices. Results for each advertiser may vary widely, depending primarily on user cookie consent rates and the advertiser’s Consent Mode setup.
How modeling fills in measurement gaps
Conversion modeling can help fill in blanks in media measurement at times when it’s not possible to observe the path between ad interactions and conversions. Conversion modeling through Consent Mode specifically addresses gaps in observable data from regulations on cookie consent in various regions. Conversion modeling uses machine learning to analyze observable data and historical trends, in order to quantify the relationship between consented and unconsented users. Then, using observable user journeys where users have consented to cookie usage, our models will fill in missing attribution paths. This creates a more complete and accurate view of advertising spend and outcomes — all while respecting user consent choices. Conversion modeling also upholds privacy by not identifying individual users, unlike tactics like fingerprinting which Google has a strict policy against.
Using modeling to probabilistically recover linkages between ad interactions and conversions that would otherwise go unattributed means more conversion insights for optimizing campaign bidding and understanding what’s driving sales. It’s important for any modeling approach to account for the fact that people who consent to cookies are likely to convert at a different rate than those who don’t.
Holistic measurement for your Google Ads campaigns
It’s important for advertisers to have accurate reporting so they can make their marketing investments go further. Advertisers using Consent Mode will now see their reports in Google Ads updated: for Search, Shopping, Display, and Video campaigns, the “Conversions,” “All conversions” and “Conversion value” columns will now include modeled conversions for consent gaps. All other Google Ads campaign performance reports that use conversion data will also reflect the impact from adding in modeled conversions.
Modeled conversions through Consent Mode will be integrated directly in your Google Ads campaign reports with the same granularity as observed conversions. This data then makes its way into Google’s bidding tools so that you can be confident your campaigns will be optimized based on a full view of your results.
For advertisers who want to optimize their campaigns based on return on ad spend or cost-per-acquisition, they can use Target Return on Ad Spend (tROAS) orTarget Cost Per Acquisition (tCPA) Smart Bidding strategies with Consent Mode. If you had previously adjusted targets to account for cookie consent changes, you can now go back to setting targets in line with your ROI goals. Note that you’re likely to see gradual improvements in reported performance as we recover lost conversions through modeling.
For advertisers who want to maintain their campaign spend, conversion modeling through Consent Mode also works with the Maximize conversions or Maximize conversion value Smart Bidding strategies in Google Ads. We recommend you make sure that the budget you’ve decided on is well-aligned with your spend goals.
If you’re an advertiser operating in the European Economic Area or the United Kingdom, have implemented Consent Mode and are using Google Ads conversion tracking, conversion modeling from Consent Mode is available for you today.
And if you aren’t using Consent Mode yet, you have two options to get started. You can implement it yourself on your website by following our instructions. Or if you need some extra help, we’ve partnered closely with several Consent Management Platforms, a few of which already take care of critical implementation steps on behalf of advertisers.
We are continuously adding new privacy-forward techniques to help our machine learning solutions better understand the aggregate behavior of non-consenting users, and offer actionable insights in reporting for deeper clarity on your marketing spend. We’ll be bringing conversion modeling through Consent Mode to other Google advertising products, like Campaign Manager 360, Display & Video 360 and Search Ads 360 later this year.
By 2025, 463 exabytes of data will be created each day, according to some estimates. (For perspective, one exabyte of storage could hold 50,000 years of DVD-quality video.) It’s now easier than ever to translate physical and digital actions into data, and businesses of all types have raced to amass as much data as possible in order to gain a competitive edge.
However, in our collective infatuation with data (and obtaining more of it), what’s often overlooked is the role that storytelling plays in extracting real value from data.
The reality is that data by itself is insufficient to really influence human behavior. Whether the goal is to improve a business’ bottom line or convince people to stay home amid a pandemic, it’s the narrative that compels action, rather than the numbers alone. As more data is collected and analyzed, communication and storytelling will become even more integral in the data science discipline because of their role in separating the signal from the noise.
Data alone doesn’t spur innovation — rather, it’s data-driven storytelling that helps uncover hidden trends, powers personalization, and streamlines processes.
Yet this can be an area where data scientists struggle. In Anaconda’s 2020 State of Data Science survey of more than 2,300 data scientists, nearly a quarter of respondents said that their data science or machine learning (ML) teams lacked communication skills. This may be one reason why roughly 40% of respondents said they were able to effectively demonstrate business impact “only sometimes” or “almost never.”
The best data practitioners must be as skilled in storytelling as they are in coding and deploying models — and yes, this extends beyond creating visualizations to accompany reports. Here are some recommendations for how data scientists can situate their results within larger contextual narratives.
Make the abstract more tangible
Ever-growing datasets help machine learning models better understand the scope of a problem space, but more data does not necessarily help with human comprehension. Even for the most left-brain of thinkers, it’s not in our nature to understand large abstract numbers or things like marginal improvements in accuracy. This is why it’s important to include points of reference in your storytelling that make data tangible.
For example, throughout the pandemic, we’ve been bombarded with countless statistics around case counts, death rates, positivity rates, and more. While all of this data is important, tools like interactive maps and conversations around reproduction numbers are more effective than massive data dumps in terms of providing context, conveying risk, and, consequently, helping change behaviors as needed. In working with numbers, data practitioners have a responsibility to provide the necessary structure so that the data can be understood by the intended audience.
Facebook’s self-styled and handpicked “Oversight Board” will make a decision on whether or not to overturn an indefinite suspension of the account of former president Donald Trump within “weeks”, it said in a brief update statement on the matter today.
The high-profile case appears to have attracted major public interest, with the FOB tweeting that it’s received more than 9,000 responses so far to its earlier request for public feedback.
It added that its commitment to “carefully reviewing all comments” after an earlier extension of the deadline for feedback is responsible for the extension of the case timeline.
The board’s statement adds that it will provide more information “soon”.
(2/2): The Board’s commitment to carefully reviewing all comments has extended the case timeline, in line with the Board’s bylaws. We will share more information soon.
— Oversight Board (@OversightBoard) April 16, 2021
Trump’s indefinite suspension from Facebook and Instagram was announced by Facebook founder Mark Zuckerberg on January 7, after the then-president of the U.S. incited his followers to riot at the nation’s Capitol — an insurrection that led to chaotic and violent scenes and a number of deaths as his supporters clashed with police.
However, Facebook quickly referred the decision to the FOB for review — opening up the possibility that the ban could be overturned in short order as Facebook has said it will be bound by the case review decisions issued by the board.
After the FOB accepted the case for review it initially said it would issue a decision within 90 days of January 21 — a deadline that would have fallen next Wednesday.
However, it now looks like the high-profile, high-stakes call on Trump’s social media fate could be pushed into next month.
It’s a familiar development in Facebook-land. Delay has been a longtime feature of the tech giant’s crisis PR response in the face of a long history of scandals and bad publicity attached to how it operates its platform. So the tech giant is unlikely to be uncomfortable that the FOB is taking its time to make a call on Trump’s suspension.
After all, devising and configuring the bespoke case review body — as its proprietary parody of genuine civic oversight — is a process that has taken Facebook years already.
In related FOB news this week, Facebook announced that users can now request the board review its decisions not to remove content — expanding the board’s potential cases to include reviews of “keep ups” (not just content takedowns).
This report was updated with a correction: The FOB previously extended the deadline for case submissions; it has not done so again as we originally stated.
- In 2020, majority of the 181.7 billion U.S. dollar revenues came from advertising through Google Sites or its network sites
- Even though they will be removing the third-party cookie from 2022, the search giant still has a wealth of first-party data from its 270+ products, services, and platforms
- The Trade Desk’s 20 percent stock price drop is proof of Google’s monopoly and why it shouldn’t enjoy it anymore
- Google expert, Susan Dolan draws from her rich experience and details the current search scape, insights and predicts future key themes that will arise out of the 3p cookie death
Imagine search as a jungle gym, you automatically imagine Google as the kingpin player on this ground. This has been a reality for decades now and we all know the downside of autonomy which is why the industry now acknowledges a need for regulation. Google announced that it would remove the third-party cookie from 2022. But a lot can happen in a year, 2020 is proof of that! Does this mean that cookies will completely bite the dust? Think again. I dive deep into years of my experience with the web to share some thoughts, observations, and insights on what this really means.
For once, Google is a laggard
Given the monopoly that Google has enjoyed and the list of lawsuits (like the anti-trust one and more) this move is a regulatory step to create a “net-vironment” that feels less like a net and is driven towards transparency and search scape equality.
But Firefox and Safari had already beaten Google to the punch in 2019 and 2020 respectively. Safari had launched the Safari Intelligent Tracking Prevention (ITP) update on March 23, 2020. Firefox had launched its Enhanced Tracking Protection feature in September 2019 to empower and protect users from third-party tracking cookies and crypto miners.
Google’s solution to respect user privacy
Google recently announced that it won’t be using identifiers. Google is developing a ‘Privacy Sandbox’ to ensure that publishers, advertisers, and consumers find a fair middle ground in terms of data control, access, and tracking. The idea is to protect anonymity while still delivering results for advertisers and publishers. The Privacy Sandbox will don the FLoC API that can help with interest-based advertising. Google will not be using fingerprints, PII graphs based on people’s email addresses that other browsers use. Google will move towards a Facebook-like “Lookalike audience” model that will group users for profiling.
Did that raise eyebrows? There’s more.
Don’t be fooled – They still have a lavish spread of first-party data
Google is already rich with clusters of historical, individual unique data that they’ve stored, analyzed, predicted, and mastered over the years and across their platforms and services. These statistics give you a clear sense of the gravity of the situation:
- Google has 270+ products and services (Source)
- Among the leading search engines, the worldwide market share of Google in January 2021 was almost 86 percent (Source)
- In 2020, majority of the 181.7 billion U.S. dollar revenues came from advertising through Google Sites or Google Network Sites (Source)
- There are 246 million unique Google users in the US (Source)
- Google Photos has over one billion active users (Source)
- YouTube has over 1.9 billion active users each month (Source)
- According to Google statistics, Gmail has more than 1.5 billion active users (Source)
- A less-known fact, there are more than two million accounts on Google Ads (Source)
- There are more than 2.9 million companies that use one or more of Google’s marketing services (Source)
- As of Jan 2021, Google’s branch out into the Android system has won it a whopping 72 percent of the global smartphone operating system market (Source)
- Google sees 3.5 billion searches per day and 1.2 trillion searches per year worldwide (Source)
Google has an almost-never ending spectrum of products, services, and platforms –
Here’s the complete, exhaustive list of Google’s gigantic umbrella.
Google already has access to your:
- Search history
- Credit/debit card details shared on Google Pay
- Data from businesses (more than 2.9 million!) that use Google services
- Your device microphone
- Mobile keyboard (G-board)
- Apps you download from the Google Playstore and grant access to
- Device camera, and that’s not even the tip of the iceberg
Google’s decision to eliminate the third-party cookie dropped The Trade Desk’s stock by 20 percent
Nobody should have monopoly and this incident serves as noteworthy proof. Google’s decision to drop 3p cookies shocked The Trade Desk’s stock prices causing a 20 percent slump in their stock value. The Trade Desk is the largest demand-side platform (DSP) and Google’s decision kills the demand for The Trade Desk’s proprietary Unified ID 1.0 (UID 1.0) – a unique asset that chopped out the need for cookie-syncing process and delivered match rate accuracy up to 99 percent.
Google’s statement on not using PII also jeopardizes the fate of The Trade Desk’s Unified ID 2.0. which already has more than 50 million users.
Here’s what Dave Pickles, The Trade Desk’s Co-Founder and Chief Technology Officer had to say,
“Unified ID 2.0 is a broad industry collaboration that includes publishers, advertisers and all players in the ad tech ecosystem.”
“UID provides an opportunity to have conversations with consumers and provide them with the sort of transparency we as an industry have been trying to provide for a really long time.”
Adweek’s March town hall saw advertisers and publishers haunted by the mystery that surrounds Google as Google denied to participate in the event. The industry is growing precarious that Google will use this as a new way to establish market dominance that feeds its own interests.
We love cookies (only when they’re on a plate)
Cookies are annoying because they leave crumbs everywhere… on the internet! Did you know, this is how people feel about being tracked on the web:
- 72 percent of people feel that almost everything they do online is being tracked by advertisers, technology firms or other companies
- 81 percent say that the potential risks of data collection outweigh the benefits for them
These stats were originally sourced from Pew Research Center, but the irony, I found these stats on one of Google’s blogs.
On a hunt to escape these cookies or to understand the world’s largest “cookie jar” I checked out YouTube which seemed like a good place to start since it has over 1.9 billion monthly active users. You could visit this link to see how ads are personalized for you – the list is long!
My YouTube curiosity further landed me on this page to see how my cookies are shared (you can opt out of these). Even my least used account had 129 websites on this list, imagine how many sites are accessing your data right now.
Back in 2011 when I was the first to crack the Page rank algorithm, I could already sense the power Google held and where this giant was headed – the playground just wasn’t big enough.
Key themes that will emerge
Bottom line is, the cookie death is opening up conversations for advertising transparency and a web-verse that is user-first, and privacy compliant. Here’s what I foresee happening in search and the digital sphere:
- Ethical consumer targeting
- Adtech companies collaborating to find ways that respect their audience’s privacy
- A more private, personalized web
- More conversations around how much and what data collection is ethical
- More user-led choices
- Rise in the usage of alternative browsers
- Incentivizing users to voluntarily share their data
- Better use of technology for good
What do you think about the current climate on the internet? Join the conversation with me on @GoogleExpertUK.
Susan Dolan is a Search Engine Optimization Consultant first to crack the Google PageRank algorithm as confirmed by Eric Schmidt’s office in 2014. Susan is also the CEO of The Peoples Hub which has been built to help people and to love the planet.
The post The search dilemma: looking beyond Google’s third-party cookie death appeared first on Search Engine Watch.
Facebook announced this morning it will begin testing a new experience for discovering businesses in its News Feed in the U.S. When live, users tap on topics they’re interested in underneath posts and ads in their News Feed in order to explore related content from businesses. The change comes at a time when Facebook has been arguing how Apple’s App Tracking Transparency update will impact its small business customers — a claim many have dismissed as misleading, but nevertheless led some mom and pop shops to express concern about the impacts to their ad targeting capabilities, as a result. This new test is an example of how easily Facebook can tweak its News Feed to build out more data on its users, if needed.
The company suggests users may see the change under posts and ads from businesses selling beauty products, fitness or clothing, among other things.
The idea here is that Facebook would direct users to related businesses through a News Feed feature, when they take a specific action to discover related content. This, in turn, could help Facebook create a new set of data on its users, in terms of which users clicked to see more, and what sort of businesses they engaged with, among other things. Over time, it could turn this feature into an ad unit, if desired, where businesses could pay for higher placement.
“People already discover businesses while scrolling through News Feed, and this will make it easier to discover and consider new businesses they might not have found on their own,” the company noted in a brief announcement.
Facebook didn’t detail its further plans with the test, but said as it learned from how users interacted with the feature, it will expand the experience to more people and businesses.
Along with news of the test, Facebook said it will roll out more tools for business owners this month, including the ability to create, publish and schedule Stories to both Facebook and Instagram; make changes and edits to Scheduled Posts; and soon, create and manage Facebook Photos and Albums from Facebook’s Business Suite. It will also soon add the ability to create and save Facebook and Instagram posts as drafts from the Business Suite mobile app.
Related to the business updates, Facebook updated features across ad products focused on connecting businesses with customer leads, including Lead Ads, Call Ads and Click to Messenger Lead Generations.
Facebook earlier this year announced a new Facebook Page experience that gave businesses the ability to engage on the social network with their business profile for things like posting, commenting and liking, and access to their own, dedicated News Feed. And it had removed the Like button in favor of focusing on Followers.
It is not a coincidence that Facebook is touting its tools for small businesses at a time when there’s concern — much of it loudly shouted by Facebook itself — that its platform could be less useful to small business owners in the near future, when ad targeting capabilities become less precise as users vote “no” when Facebook’s iOS app asks if it can track them.
- Once VMware is free from Dell, who might fancy buying it?
- Facebook faces ‘mass action’ lawsuit in Europe over 2019 breach
- Chinese hardware makers turn to crowdfunding as they look to go global
- Core Web Vitals & Preparing for Google’s Page Experience Update
- Conversion modeling through Consent Mode in Google Ads