Goodbye third-party cookies

Hello. X has announced an expanded partnership with Shopify as part of its "everything app" strategy, aiming to provide Shopify merchants with increased opportunities to promote their products within the app, though the specific details and potential impact of the collaboration are yet to be fully clarified.

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Top 5 Creative Trends for Your 2024 Marketing Strategy

Uncover the impact of marketing creative on customer engagement in our live webinar with Smartly.io and Noom. Learn key insights, including the pivotal role of creative in advertising performance, as highlighted by 70% of marketing leaders in the US and Canada. Discover how creative automation and generative AI address the growing demand for creatives and expanding digital channels. Register here for the webinar!

Taylor Swift deepfake ads—what brands need to know about generative AI risks after phony Le Creuset promo

Ever clicked on a Taylor Swift ad promising iPhones and ended up with nothing? Welcome to the world of deepfake scams. These faux celeb endorsements—from Swift to Elon Musk—are wreaking havoc on social media, and brands need to take note.

What's the buzz? Deepfake Taylor Swift isn't giving away iPhones; she's just a scam. AI-generated impostors are flooding platforms like Facebook and Instagram, peddling everything from cookware to crypto. The line between genuine endorsements and deceitful ads is getting blurrier.

The tech twist: Generative AI has revolutionized marketing for brands like Coca-Cola, but it's a double-edged sword. It birthed creative campaigns, but now it's empowering scammers with deepfake tools. From Meta to Google, the big players are grappling with how to sift the good AI from the bad.

Brand battle: Brands are sweating bullets as deepfakes threaten reputations. A whopping 55% of brand reputation leaders see generative AI as a risk. With scams promoting everything from Le Creuset to iPhones under a celebrity guise, it's time for a serious brand check.

The fix? Meta and Google are throwing money at the problem, but attackers keep evolving. Brands must up their game with content authentication tech and beefed-up online monitoring. McAfee's deepfake audio detection is in the game, helping fight the rising tide of deceptive content.

Creativity vs. responsibility: While deepfakes pose challenges, they're not all bad. Lenovo teamed up with Queen Latifah for a positive twist. The key is finding the balance between innovative use and responsible deployment of generative AI.

In this AI-adventure, let's keep our eyes peeled, stay savvy, and champion ethical practices. Together, we can navigate the evolving landscape and make AI a force for good, not just a tool for trickery.

Ready or not, it is time for startups to say goodbye to the third-party cookies

In the ever-changing digital landscape, it's time for a cookie shake-up. Google hit the brakes on third-party cookies on January 4, a move that echoes Apple's 2021 privacy changes. For DTC brands, it's a new layer of complexity in an already complex marketing game.

In the tumultuous cookie timeline: Google's Tracking Protection feature bids farewell to third-party cookies, a shift that began with Apple's earlier privacy tweaks. But for DTC brands, the journey has been a rollercoaster, with delays and unexpected twists impacting revenue and adaptability.

Reality check for DTC brands: Despite claims of preparedness, DTC brands are now facing the true litmus test. The impact on customer acquisition, especially through display ads, raises uncertainties. The burning question: Are brands genuinely ready for a cookie-less operation?

Navigating the uncertainty: As brands embrace Google Analytics 4 and dip into Privacy Sandbox tools, uncertainties linger. The shift to first-party data becomes pivotal, focusing on nuanced customer information for effective communication and retention strategies.

While challenges persist, DTC brands can ride the storm by prioritizing first-party data, collecting relevant customer insights, and exploring alternative communication channels.

Inside the creator marketing trends expected to go viral in 2024

Get ready for a seismic shift! Creators are no longer just an add-on; they're becoming the heart of advertising strategies. According to a report by IAB and TalkShoppe, 44% of marketers plan to up their creator investments, marking a significant leap in the creator economy, expected to reach $480 billion by 2027.

Creator-led advertising takes the spotlight: In 2024, creators won't just be a part of the plan; they'll be the plan. Brands are reimagining advertising, with creator-led campaigns proving their worth. Ed East, CEO of Billion Dollar Boy, emphasizes that creators need to be at the core of marketing strategies, not just an afterthought.

Creator content isn't just popular; it's impactful. Studies show that creator ads build brand loyalty 1.4 times more effectively and inspire brand advocacy 1.3 times more than traditional ads. As consumers post less, the spotlight on brand-creator collaborations intensifies. However, with great power comes great responsibility – consumers are becoming more discerning, demanding authenticity.

2024 trends unveiled:

1. Follower count evolution: Forget the obsession with follower count! In 2024, engagement rates take precedence. The rise of mid-tier influencers (50,000-800,000 followers) signals a shift toward meaningful connections over sheer numbers.

2. Content variety: Short-form videos remain relevant, but the resurgence of longer-form content is on the horizon. Consumers crave deeper connections and granular insights, making longer stories more compelling.

3. Selective partnerships: Brands and creators will be pickier about collaborations. Expect fewer pay-to-play tie-ups and more authentic, long-term partnerships.

4. The rise of social commerce: TikTok Shop's debut has set the stage for social commerce. Brands are exploring new ways to leverage this, with early successes indicating a potential game-changer.

5. AI in the mix: Generative AI and virtual influencers could redefine the landscape. While virtual influencers offer unique advantages, the human touch remains pivotal for building trust and authenticity.

2024 promises to be a transformative year for creator marketing. Adaptability, authenticity, and innovative strategies will be the driving forces. Get ready to embrace the future!

Headlines…

• Meta’s removing detailed ad campaign targeting options.

• Google cuts AR staff just as AR tech looks set to take a significant leap.

• Microsoft launches new generative AI ad creation tool.

• TikTok closed its Creative Center after hashtag popularity findings.

• Netflix's ad tier hits 23 million monthly active users, adds pause ads.

Reading list…

• Visa debuts Web3 loyalty program for brands (Payments Dive)

• A Gen Z marketer's playbook for engaging advertising (AdWeek)

• Drunk Elephant founder on the skincare brand's Gen Alpha controversy (AdAge)

• Amazon’s new AI tool attempts to solve brands’ sizing problems (Modern Retail)