Gary Illyes from Google confirmed a few things at SMX East :
– John Mueller’s prior announcement of a coming Penguin update.
– Announced that the next Penguin update is in the “foreseeable future”. SERoundtable speculates that it may come as early as within the next few weeks.
– He also stated that it should be the real-time/continuous version that we are expecting.
This is a major algorithmic change and it is the first time that the algorithm updates have been in real-time. If you get slammed by Penguin and the algorithm is real-time, as soon as Google processes your link removals (like disavows or they are actually removed) you can potentially recover immediately.
Google Display Network Will Charge Only For Ads That Are Viewed
In the next several weeks, GDN is moving to 100% viewable. Google will move all CPMs to viewable CPMs in its display ad network.
Definitely a welcome news to advertisers worried about the Google’s stat that 56 percent of online display ads never have a chance to be viewed. Among the reasons for their invisibility: they are low on a page, they have scrolled out of view or they are in a tab that isn’t activated.
GDN to become one of the only media platforms where advertisers don’t pay for an ad impression unless it was viewable. This means your media dollars will only be spent where they can have impact. In the next few months, all campaigns that buy on a CPM basis will be upgraded to be viewable CPM (vCPM).
With this all advertisers will be able to see viewable metrics so they can make better decisions.
AdBlock Extension is quietly sold to a Mystery Buyer.
40 million users on Chrome & Safari use this extension.
Although there are 2 prevailing AdBlockers, both started as Open Source, but this one is the 2nd most widely used and went private a few years ago (2013).
Nobody pays attention, and since this has more users, it just gets installed more than the others and now some mystery company owns them. You can’t avoid ads because someone will buy the ad blocking company and let their ads through. What a world we live in.
Google announces Customer Match
Upload Emails Lists for Search, Gmail and YouTube Ad Targeting
Customer Match marks the first time advertisers will be able to set bids and create specific ads tailored to customer audience segments built with first-party data
The ability to set bids and create ad copy based on advertiser data on customers could be more powerful than doing so based on site visitor behavior
A slew of small things that are rolling out in the social sphere around Facebook
– Profile videos: Facebook is rolling out the ability to update your profile with a 7 second video instead of just a static image
o Profile videos will allow brands to stand out and grab user’s attentions in newsfeeds, helping to gain engagement and attention. Per the Facebook way, these usually roll out to personal profiles for testing, before integrated into brand pages.
– Instagram being shown in Facebook settings: Continuing to lean towards the ability to sync Instagram ads through Facebook ads manager, hints of the integration are showing up in page settings
o Instagram integration: with 53 percent of Instagram users follow their favorite brands, paired with Facebook’s targeting, Instagram will continue to be a sought after marketing platform