ANOTHER MEASUREMENT MISSTEP FOR FACEBOOK: The image below pretty much tells you what you need to know about client/agency feedback towards Facebook’s new cross-platform measurement strategy. FB’s plan is to eliminate their segregated measurement solution on the self-owned Atlas platform, and derive all measurement analytics from their main ad server. This is tantamount to grading your own test, which is why you’re hearing “fox guarding the hen house” analogies about this move. What’s buried in this story is an important capability around the idea of cross-platform measurement using registered users instead of web-based emails, which are limited to cookie-based tracking solutions. FB has the right approach to tracking attribution in a mobile environment. It’s just a shame that they’re going about it in the wrong way.
THE WRONG KIND OF MOMENTUM: The decision on Friday by Havas to pull its clients’ ads from Google and YouTube UK appears to be picking up traction with others. Since then advertising giants like Johnson & Johnson and Verizon have pulled ads from YouTube globally (not just in the UK), and others like AT&T are rumored to be close to making the same decision. The reason for the move is Google’s inability to keep it’s advertisers away from objectionable content, especially next to YouTube videos which contain hate speech and/or terrorism propaganda. Google is said to be working furiously on a fix, but you can imagine how complicated the problem is. My guess is you’ll see a growing list of clients who pull their ads (tons of loose money in the ad market?!?), and a focus on other publishers who rely on user uploaded content (like maybe Facebook, Snapchat, Twitter, etc.), who might also start to see brand boycotts.
TECH DIVERSIFICATION IN ACTION: Finally today, I want to share an important article on the topic of diversification in the tech workforce. A few years ago the Silicon Valley-Bay Area metroplex was called out by various groups for only hiring within the white/male/tech geek mirrortocrasy. Since then a few publishers have taken action on this serious social issue. Forbes highlights the various approaches; from Facebook’s forbidding of the term “Culture Fit” on interview assessments, to Pandora’s introduction of the “Culture Add” concept to encourage diversification, to Atlassian’s focus on “Values Fit”. Each of these companies are proactively encouraging not only gender and racial diversification within their ranks, but also improving the talent of their workforce because they’re hiring different skills sets and backgrounds instead of a bunch of clones. Bravo to anyone or any company showing initiative on this!
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