Snap Goes ‘Places’; Salesforce Measures Facebook B2B Impact

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Context Is Key

Snap launched Context Cards on Tuesday, allowing users to swipe a location-tagged picture for additional information about the place. Partners like Michelin, Foursquare, TripAdvisor and Goop integrate their reviews with Snap so users can get more information before visiting a location they see on the platform. Read the blog post. While there’s no paid media involved yet, the feature could turn Snapchat’s “everyday user engagement into a real-world discovery and marketing platform that could potentially rival Yelp in terms of serendipitous discovery,” writes Darrell Etherington for TechCrunch. “It’s almost like Google’s contextual search-based advertising, but for the visual world.” More.

Full-Funnel Facebook?

How much credit should Facebook really get for influencing a highly considered B2B purchase? Although marketers may know intuitively that Facebook helps drives upper-funnel metrics, its role lower in the marketing funnel is less clear. A new integration between Salesforce and Facebook – spanning Instagram, Facebook and the Facebook Audience Network – aims to suss it out. Although Salesforce and Facebook have partnered for years, under the new program, Salesforce will begin to use its AI engine, Einstein, to solve the B2B ad effectiveness question on Facebook. More.

The Flix And The Fix

As streaming content undercuts linear TV, networks hope Hulu will provide a breakwall against Netflix’s rising tide. Netflix pays Disney an estimated $325 million per year in licensing fees, money that Disney is turning away because it now considers Netflix a drag on its core live-TV business. Hulu’s corporate owners – Fox, Time Warner, Disney/ABC and Comcast’s NBCUniversal – had to fight even to display network logos before shows on Netflix. But Hulu has “proven more than willing” to favor its owners by, say, promoting network shows or forgoing exclusivity. More at Bloomberg.

Across The Pond

With 6.5 million Brits reporting Facebook as their main source of news, Prime Minister Theresa May is getting serious about fake news. A spokesperson told Reuters that May is “looking at the role Google and Facebook play in the news environment” as part of a digital charter that will set rules for how companies and people behave online. “As part of that work, we will look carefully at the roles, responsibility and legal status of the major internet platforms,” the spokesperson said. The digital charter is part of May’s campaign promise to better balance internet privacy with business objectives. More.

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