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Ask advertisers, not Meta, how best to use Meta’s ad platform; holdcos and big brands are pressuring Big Tech to self-regulate; and how data-driven animal husbandry is impacting marketing.

SmileDirectClub was “born in the classic digital DR space during the Facebook heyday when that channel was super effective,” CMO John Sheldon tells AdExchanger. “Since then, we’ve focused on diversifying our spend to mitigate risk, but also as a way to chase performance across multiple platforms.”

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Swimming Up-Stream Wall Street is coming around to streaming revenue as a long-term priority. Or, rather, as a source of heavy immediate investment. ViacomCBS has done well enough out of the gate with its Paramount+ streaming service to inspire Wells Fargo to “move from […]

Some media buyers report feeling a niggling sense of FOMO when they try to use Facebook Ads Manager to target their ads on Facebook and Instagram. “Everyone I talk to has the sense that they’re missing out on something, that something feels … hidden,” said Ty Martin, a former iCrossing search and digital media executive […]

Here’s something meta for you: Facebook is running a targeted ad campaign to promote the importance of … targeted advertising. On Thursday, Facebook launched a national push that aims to demonstrate the value of personalized ads, especially for small businesses reeling from the ongoing pandemic. The campaign, under the title “Good Ideas Deserve To Be […]

Too bad there isn’t a Black Friday deal on Facebook inventory – because it’s getting pricey. Following a massive 38% spike in CPMs on Facebook between September and the week before the election, prices dipped back to more normal levels during the first week in November before climbing back up again, according to digital agency […]

Although a handful of advertisers have suspended their Facebook campaigns in the wake of the platform’s ongoing data scandal, most are staying the course. “Both advertisers and developers are very understanding about having some features removed that they were using,” said Mark Rabkin, Facebook’s VP of ads and business platform, who took the reins from […]

Is enabling age targeting for online recruitment ads a form of discrimination? Facebook, called out by ProPublica and The New York Times on Wednesday for the practice, says no. “Used responsibly, age-based targeting for employment purposes is an accepted industry practice and for good reason,” Rob Goldman, Facebook’s VP of ads, responded in a blog […]

Destination marketers get tripped up on attribution. A tourism board, like the Pocono Mountains Visitors Bureau (PMVB), for example, spans four counties across northeastern Pennsylvania and represents a consortium of hotels, restaurants and activity providers, which makes it difficult to gather real-time metrics on visitation. “Someone might click on an ad and visit our website, […]

Breather, a startup that lets people book work spaces on demand, spends all of its digital ad budget on Google and Facebook – 65% and 35%, respectively – because Google and Facebook work. But figuring out why they work – and what effect they have on revenue per user, lifetime value and the overall customer journey – is another […]

If you’re a developer looking to monetize and attribute spend across devices, Facebook and Google might soon become the only shows in town. “Bummer,” called out an audience member at Grow.co’s MAU event in New York City on Tuesday. As programmatic buying grows on mobile, so does the need for an analytics infrastructure that traces […]

As proprietor and chef at Café Avalaun, a gluten-free restaurant just outside of Cleveland, Ohio, Brian Doyle would rather cook, bake and make crêpes than spend his life on marketing. “We don’t do a lot of traditional advertising because it’s expensive and it’s hard to know if you’re actually hitting your target audience,” said Doyle, […]

Mom-and-pop shops can now buy and target their Facebook ads through Square as part of a deeper integration between the two partners. The move, announced Wednesday, makes a heck of a lot of sense. Small business owners that use Square can already automatically share their promotions on Facebook. Now they’ll be able to combine their […]

When it comes to variability between desktop and mobile advertising on Facebook, new data from Adobe suggests context and content matter in native ad placement. Desktop newsfeed ads yielded a 14% greater click-through rate than right-hand side ads, according to a recently published study that looked at an aggregate of customer data for cross-channel ad […]