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Mobile Indexing, In-House Advertising, & Group Video Chats | Midweek Marketing News

Written by Tim Edmundson

How strong is your mobile indexing game? Last week, Google kicked off their mobile-first indexing, which shifts its algorithms to use the mobile version of a website’s content to index its pages. Why the change? Because, Google explains, the majority of people who use the search engine do so from a mobile device, and thus a mobile-first approach makes the most sense. And they’re not just dipping a toe in the water either, they’re going all-in on this — there won’t be a separate desktop index which means your site’s mobile experience is now THE experience, as far as Google is concerned.

So as you scramble to get your mobile site up to speed, or sit smugly knowing it already is, let’s check out the rest of the marketing news making waves this week.

Digital Marketing

How an Agency Adds Value in an AI Era
With a strong focus on consumers, simplification, and partnerships, agencies have a strong role to play in the new world of AI advertising.

Media, Production, Social: More Marketers Do it For Themselves
More brands are bringing their advertising in-house, and finding it far more efficient. Proof? Anheuser-Busch launched a video that took only 48 hours and $50,000 to produce, and has generated over 100 million unpaid views to date.

Youtube’s Latest Ad Twist: Brands Pay Even if a Viewer Skips
The video-giant introduced a new ad format that brands comfortable with TV buys should look to embrace.

‘An aggressive ask’: Publishers bristle at agencies’ demands for first-party data
Demands for 3rd party data from publisher sites have become more frequent, much to the chagrin of said publishers.


Snapchat is Rolling Out Group Video Chats Like Messenger and Houseparty
Snapchat is getting into the group chat game, matching offerings from apps like Facebook Messenger and Houseparty.

Instagram is Limiting How Much Data Some Developers Can Collect from its API — and Cutting Off Others Altogether
Instagram is following Facebook’s lead and limiting the amount of data some developers can pull data from the API, and even going as far as to cut off access completely for others.

Facebook’s removing third-party targeting data: What marketers need to know
This affects a lot of data categories, including purchasing, in-market audiences, household income, and more. To get a sense of the scope of the change, it affects about half of Facebook’s 1,200 targeting criteria.

As Fallout from Facebook and Cambridge Analytica Continues, Marketers Shrug
With all the negative press generated from the Cambridge Analytica scandal, most brands aren’t pulling their ads from the social network.

Facebook Expands A/B Ad-testing Capabilities & Adds Reporting Features
Testing is important for any marketer, and Facebook’s new changes should help them find the ads that work best.


Google Begins to Roll Out Mobile-first Indexing
Gone are the days of desktop-indexing. Google will only use a site’s mobile version to index and rank its content from here on out.

After Amazon Go’s Launch, Retailers Renew Focus on How Mobile Shapes In-store Shopping
Is it a novelty, or is it the new gold standard for retail? Marketers aren’t sure yet.

Anatomy Of Mobile Ad Fraud: Web Vs. App
Marketers are spending more on mobile than ever before, which means fraud isn’t far behind.

Same Time, Same Place, Next Week

That’s it for the roundup this week, we’ll be back next week with another list of what’s making news in marketing.