I had the pleasure to attend the Facebook summit 2019 in Toronto yesterday ( March 21th ) where thousands of marketers gathered. Here are my three key learnings:
1. When it comes to reach & engage relevant users locally, at global scale, Facebook levels up the playing field between the large and small business. They have genuinely democratized people-based marketing with state of the art tools to deliver and measure marketing impact.
2. Facebook showed their commerce checkout feature, allowing user explore, discover & buy products within Instagram. From the Facebook/Instagram platform, producers can reach and sell directly to clients. Direct to consumer is real.
3. Facebook is giving much control to users to manage their data and privacy settings. There were lots of protests from the media in 2018 about Facebook, and I am honestly curious to know who took the time to tweak their privacy settings. Despite themselves, Facebook is in the trenches of digital privacy education and making significant progress.
Many many thanks for inviting Digital Minimal to the event! :)
#digitalmarketing #mediabuying #advertising #ecommerce #retail #facebook
With Google moving to a first price auction, programmatic buyers will need to rethink their approach to bidding. It's most likely that media buying tools will do the heavy lifting. Demand Side Platforms, if not already done, will incorporate bid shading as a default features to find the proper inventory pricing. DV360 already does this since auctions previously moved to first price already.
Publishers, on their side, can expect a very brief lift in revenues while buyers readjust their strategies / until bid shading becomes a feature in DSPs. The total amount of money spent won't change, so it will be interesting to witness how the budget will flow across the available supply in a first auction model.
However, the most significant impact is not something that is written, yet entirely implicit in the story. The move from 2nd price auction to a 1st price auction removes arbitrages/optimizations opportunities on the sell side. This will pressure some players in the supply chain to change their approach and come up with new offerings/deals.
Complete transition is set to be completed by the end of the year.
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