In June 2023, Google announced that they would be redeveloping their News feature by rolling out a new design for the Following feed on Android. This feed provides the user with updates on topics, locations, and sources that they have customised and selected.

What has Google changed with the Following Feed?

Historically, Google News would allow users to follow whatever topic they wanted whether that was Sports, Politics or Health, for example, as well as the publications (such as the New York Times) as well as their location. The Google algorithm would then collate this information into your ‘For You’ feed. The Following tab would simply list everything that you followed however this has now changed to create a custom board with cards for all the topics, sources, and locations.

Whilst you can’t amend the card’s position in the app they are all linked back to the main hub. Additionally, the app has a recently followed section which will allow users to find something quickly if they would rather not scroll. In general, this redesign has created a more enjoyable UX and users for all to have a more focused experience as well as offering greater control over your News.

Why has Google made the update?

These changes have arrived following Google’s decision to overhaul the Material You, element of Google News earlier in the year. Material You is the new design language, which Google has implemented across all products such as Pixel Watch and Pixel 7 Pro phone. The design is expected to make a user’s experience more customizable and personal.

However, there has been speculation that the redesign is merely laying the groundwork for a product merger with the Chrome browser. Despite this, the update reiterates Google’s commitment to creating a tailored user experience across all its products.

Non-Amazon sellers will soon be able to advertise the site with the company launching a beta platform that could be a lucrative new way for companies to reach new audiences. Amazon currently offers display advertising only, however by opening its doors to new customers and allowing companies to generate leads via this platform, they are expanding a marketers advertising portfolio with very valuable audiences.

What are Amazon’s Non-Endemic Ads?

This new ad system will enable businesses who aren’t selling directly on Amazon to run campaigns such as lead generation, to reach Amazon users. The channel will be available for the automobile, travel, restaurant, and education sectors as well as local services.

Additionally, the brands will be able to target audiences using the deep well of Amazon data, which is particularly good for gauging a user’s interests on the site. These campaigns will also run on other Amazon-owned third-party sites such as IMBd and Twitch.

What type of campaigns can a business run?

There will be two options for users, the cost per click campaign (CPC) and the cost per thousand impressions (vCPM) model. For comparison, these mirror the traffic-driving campaigns and brand awareness campaigns in Meta. The CPC should be used for engagement with the impressions tactic being implemented for visibility. In the beta platform, location targeting is slightly limited but you can still reach cities – however, this beta platform is still only available in the US.

Why should advertisers consider Amazon?

Amazon’s is not only the size of its audience but also that it is privacy compliant, which is very important as we head towards a cookieless world. Additionally, the ability to target based on product interaction and purchasing behaviour makes it versatile and different to Meta or LinkedIn.

Whilst we don’t recommend shifting the budget fully towards Amazon, it could be a great way to supplement your campaign and allow brands to reach specific individuals who potentially were hard to reach. If you are in an appropriate industry, we suggest utilising some budget for testing Amazon’s new offering.

Meta has recently introduced new tools to protect brands digitally from threats such as unauthorised use of their brand and intellectual property. This includes the updated Brand Rights Protection suite, which will identify and then action any content that is infringing upon a brand and a new IP reporting section where brands can submit issues.

What is different about Meta’s new brand right protection

The new system offers users more advanced tools to monitor infractions and respond to any misuse of their trademarks. Meta has achieved this by improving the capabilities of their matching algorithm, and searches and by expanding their reference library. This means they can respond more quickly to violations, and this is in large part due to the new cross-surface searching. This enhancement has allowed multiple searches across numerous areas of Meta such as ads, commerce, posts, and accounts. Consequently, it has removed the need for repeated searches, and this has streamlined the process.

The intellectual property report centre

Additionally, Meta has created a new IP Reporting Centre which has the purpose of reporting on any infringements. Users will be able to save their account information and see a history of their reports, making the management of this process much easier. Additionally, you can log in using your personal Facebook, Instagram or Business Manager details.

Empowering image protection on the platform

Rights owners will be able to manage and protect their image content more effectively in 2024 as these new updates have introduced the capability to automatically block unauthorised images and allow users to action numerous violating images at once.

More protection for businesses

As well as the tool upgrade, Meta has also rolled out a new business-specific resource that will help protect brands on Meta platforms. If you enter the Meta for Business website, you’ll find the new upgrades for brand protection which can resolve issues and monitor for any attacks.

Vigilance is still required by brands when using social media platforms, however, it is comforting to know that Meta has started 2024 by upgrading its existing tools in order to support brands online and protect their identity.

This month Meta reiterated their plans to launch an ad-free version of their Instagram and Facebook platform for users in the EU. This move has been influenced by regulations such as the Digital Services Act, however, it can also be seen as a test of how much users value their privacy.

What are the benefits of an ad-free model?

Facebook & Instagram users are being charged 12.99 euros per month to live in an ad-free social media world which also opts them out of any personalised ads that come from their data being gathered. Whilst this may be attractive to some users it is worth noting that it could be beneficial to Meta. They can replace lost ad revenue with this subscriber model and present new opportunities.

Ad-free models aren’t new, with many streaming services having adopted this over the last few years and social media sites such as X (formally Twitter) expressing their desire to trial an upgrade of its existing reduced ad-premium service Twitter Blue. For users, this model can provide more privacy and fewer interruptions whilst simultaneously financially supporting the businesses. If this does work in the EU, then users worldwide should expect to be offered this option in the future.

Is everyone tired of personalised ads?

Interestingly, not all Meta users are interested in paying more to lose their personalised ads. A 2022 study found that 81% of Gen Z users in the US were supporters of personalised ads and their data being used in this way, whilst 57% of Millennials also agreed.

Here in the UK two-fifths of UK subscribers are in favour of having data-driven ads. Furthermore, there is a financial situation which plays a part in a user desire to remove data as many won’t want to start spending nearly £30 a month of ad-free services from X, Facebook and Instagram, on top of the costs they already pay for streaming services such as Netflix or Amazon.

What could be the best way to maintain the status quo in the marketing ecosystem is for brands to create content that prevents ad fatigue and provides users with a space that is thoughtful and relevant.

Google’s disabling of third-party cookies to 1% of all Chrome users has roughly affected 30 million browser users. This is the first step in their plan to remove tracking cookies for all users in the second half of 2024. This action will have a major impact on marketers and their ability to target users. 

This action has presented a major test for agencies and brands about how they can adapt and succeed in an eco-system which will fundamentally and irrevocably change. One exciting innovation, which has become increasingly useful over the last year, could present a solution: AI.

Why could AI help?

Over the last year, AI, through Chat GPT, has generated much excitement. Not only this but many have found AI extremely useful in lessening workloads and supporting creative production such as ads or copy. Consequently, there is a belief that the technology could provide a solution to Google’s cull. 

AI can analyse a consumer’s digital footprint online such as which sites they’ve visited, and how and why they’ve bought certain products. Using AI to interpret these patterns of behaviour can help advertisers create bespoke marketing plans for consumers, and plug the hole previously occupied by third-party cookies.

The power of AI

AI technology is capable of filtering and evaluating data with expedience and accuracy which will allow marketers to combat the loss of cookies The expectation is that AI can offer a level of understanding through transactional intent and contextual intent.

Are there any limitations to AI replacing third-party cookie data?

AI can and likely will be an integral tool in a marketer’s arsenal moving forward, however, they require three key elements to succeed; excellent first-party data, the infrastructure to process this data and a team of analysts or data scientists who can develop said data.

Furthermore, some concerns about using AI in coordination with your data may have legal risks relating to IP infringement, confidentiality and certain sector regulations. However, the expectation is that AI can energise a marketing campaign going forward and therefore all agencies, brands and marketers, in general, should be thinking about how they can utilise this tool.