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‘Allow the creators to create’: EOS hands influencers the wheel to drive effectiveness of its TikTok campaigns

Skincare brand EOS is in its “sophomore” phase of advertising on TikTok, according to the company’s chief marketing officer Soyoung Kang. One of the first brands to invest in marketing campaigns on the social platform, Kang said that her team has learned a lot about how to run its own channel — the brand now has 222,000 followers on the...

‘My white colleagues are looking to me for answers’: Confessions of a Black ad tech exec

The most senior Black exec at a global ad tech firm is exhausted. In the weeks since George Floyd’s killing triggered a reassessment of the ways in which racism is engrained in society, he’s been inundated with requests from white colleagues for advice. But the exec feels pressure to resolve these issues alone at his company. In the latest...

‘It is important for us to take a leadership role’: How esports giant FaZe Clan is working to root out bad behavior in the gaming community

At a $240 million valuation, FaZe Clan has grown into one of the biggest esports companies in the world. FaZe Clan comprises a group of elite players of games like Fornite, FIFA and PUBG who combined command more than 200 million social media followers, significant prize money and ample sponsorship deals. Beyond gaming, FaZe Clan also positions...

Reducing cookie reliance, The Telegraph rolls out ways to share data directly with advertisers

In an effort to find secure ways to target audiences so that campaigns still deliver on goals while driving more publisher revenue, The Telegraph has started to showcase ways for advertisers to target audiences across the publisher’s own properties without using third-party cookies—which have a dwindling lifespan. The effort, called Telegraph...

Why data clean rooms are a start, but not enough

By Alice Stratton, global managing director, LiveRamp Safe Haven Clean rooms are intended to be a “safe space” for brands to collaborate with walled gardens, probing data for insights which they can then bring to their marketing strategies. While this is a step in the right direction for gaining intelligence on how target audiences...

‘They don’t have a people-centric way:’ Facebook ad boycott is reigniting its dysfunctional relationship with advertisers

The relationship between Facebook and its largest advertisers is really one big dysfunctional loop — Facebook’s continual detachment drives advertiser frustration. Advertiser frustration, in turn, drives and hardens Facebook’s detachment. The latest standoff is fueling the cycle once again. More than 900 advertisers aren’t buying ads on Facebook...

The boycotters’ Faustian bargain: The dilemma of when to resume advertising on Facebook

“Reach” is one of the key objectives for most brand marketing campaigns. The Stop Hate For Profit campaign has certainly achieved that KPI by the bucketload. Hundreds of companies have pledged to pause advertising on Facebook. The boycott has made global headlines and thrown Facebook into yet another crisis PR spin. “Behavior change” is a...

How Facebook’s brand safety audit with the Media Rating Council will work

Amid increased pressure from advertisers and campaign groups to quell the volume of hate speech on its platform, Facebook last week committed to undergo an audit by the Media Rating Council to assess its brand safety controls and its partner and content monetization policies. In a blog post last week, Facebook said this update — plus earlier...

‘Blockers are an industry stopper’: CNN sharpens its contextual tool for the brand safety fight

CNN has moved to improve its contextual ad tool in order to yield better returns for its advertisers and, in turn, drive more revenue. The news giant is the latest publisher rushing to tackle rudimentary blanket keyword blocklists as the default way that advertisers manage brand safety and brand suitability. The goal: Unlock blocked inventory,...

‘I don’t ever get the benefit of the doubt’: Blavity founder Morgan DeBaun on running a Black media business in 2020

Subscribe: Apple Podcasts | Stitcher | Google Play | Spotify These should be banner days for a Black media site that has long covered social injustice for a young audience. But Blavity CEO and founder Morgan DeBaun describes challenges that start at the initial difficulty of raising investment as a Black company. “For...

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