Baidu unveils ERNIE, the AI-powered chatbot to ChatGPT
Baidu’s ERNIE Bot, the ChatGPT-like AI chatbot to transform China’s AI landscape in March.Baidu one of China’s biggest search and artificial intelligence firms plans to implement its artificial intelligence chatbot ‘Ernie’ into its search engine in March. ERNIE, which stands for “Enhanced Representation through Knowledge Integration,” is an AI model that not only generates text, such as poems and essays but also has the capability to create images from text, which is a combination of the functionalities ofChatGPTand Midjourney. This feature makes ERNIE a more comprehensive and valuable tool.
Baidu’s CEO Robin Li announced in an internal memo that ERNIE Bot will be utilized in all of Baidu’s operations, including search and cloud services. Moreover, Baidu plans to incorporate ERNIE Bot into its driverless car technology and smart speaker for enhanced user experience. Currently, Baidu’s cloud services hold just 9% of the market, but the addition of an AI chatbot like ERNIE Bot could give the company a competitive edge.
“AI technology has reached a tipping point and all industries will inevitably go through transformation,”Li said in the memo.
“Baidu stands as the best example of the long-term growth of China’s AI market and is advancing at the forefront of this new wave,”he said.
Interesting read:The AI Search War: Microsoft & Google Compete for Search Engine Leadership
China’s biggest tech companies, such as Baidu, Alibaba, and Tencent, along with top universities and city governments, are vying to develop their own AI chatbots to keep up with the global competition. Despite being beaten to the punch by American-made chatbots like ChatGPT and Microsoft’s Bing, these Chinese companies have been investing in their in-house AI capabilities for years, and are now pushing forward to create their own AI chatbot versions.
In China, regulators review all online content, including comments and search results, before posting to ensure it complies with a growing list of banned topics. Baidu, the Chinese Google has become adept at filtering content but faces a challenge in applying these constraints to an AI chatbot like ERNIE, which generates fresh content with each use. The ability of ChatGPT to create a sense of organic conversation by responding to each prompt is precisely what makes it so difficult to censor.
If Beijing’s worries about Ernie Bot’s unfiltered responses increase, Baidu may need to halt its operation shortly after its launch. Well, that time will tell!China’s tech giants have so far used their AI capabilities to develop less politically risky products like cloud services and driverless cars. Baidu’s launch of ERNIE Bot puts the company in a precarious position, particularly after a government crackdown on tech companies.
After years of regulatory scrutiny and a weakened economy due to COVID-19, the launch of ERNIE Bot could be a significant move for Baidu’s future growth.
Interesting read:Taboola’s AI Ad-Creation Tool in Beta Testing: Revolutionizing Ad Tech
The AI Search War: Microsoft & Google Compete for Search Engine Leadership
The swift ascent of ChatGPT, developed by OpenAI and supported by Microsoft, has caused a sensation worldwide with its capability to deliver rapid results. In fact, within just two months of its release, the app has garnered 100 million users, making it one of the quickest-growing applications globally.
Microsoft announced thelaunch of its latest AI product, a revised version of Bing-powered by a custom-made OpenAI language model that is designed specifically for search and is more powerful than ChatGPT. The tech company describes tools as an AI copilot for the web. The company will also be upgrading its Edge browser, bringing new features to the table.
The announcement from Microsoft arrives around the same time as Google’s announcement of Bard, its answer to ChatGPT. As ChatGPT posed a challenge to Google, the company responded with Bard. Microsoft has now entered the field with a cutting-edge search engine that utilizes artificial intelligence.
Interesting Read:Google’s BARD vs ChatGPT: Which AI Will Rule the Search Realm?
However, during its live demo, Google’s AI algorithm, Bard, made grotesque errors, resulting in a loss of $100 billion in market capitalization for its parent company. What precisely occurred to cause such significant damage to Google? Industry specialists have pointed to a mistake in the response given by the chatbot in Bard’s promotional material. This error happened in response to the query, “What new discoveries from the James Webb Space Telescope (JWST) can I tell my nine-year-old about?”
Bard’s response in the online demo includes an answer that states the telescope “took the very first pictures of a planet outside of our own solar system.”
The error was picked up by many astronomers including Grant Tremblay, an astrophysicist at the US Center for Astrophysics, who tweeted:
Not to be a ~well, actually~ jerk, and I'm sure Bard will be impressive, but for the record: JWST did not take "the very first image of a planet outside our solar system".
the first image was instead done by Chauvin et al. (2004) with the VLT/NACO using adaptive optics.https://t.co/bSBb5TOeUWpic.twitter.com/KnrZ1SSz7h
— Grant Tremblay (@astrogrant)February 7, 2023
The incident highlights the fierce competition between Google and Microsoft, as Bard was developed to rival Microsoft-backed ChatGPT. In less than a week, we witnessed the two big tech giants engage in all sorts of acrobatics to secure their positions and control the market as they compete to lead the next wave of AI-enhanced computing.
Who will win the AI-powered search/chat war?
尽管市场仍是乐观的on Google, experts believe they are still a few steps behind Microsoft, which has recently caught up to ChatGPT’s advances. Today, Microsoft stands ahead on the AI front. People are curious about the potential impact of large language models (LLMs) on search. Last week, Microsoft caused a sensation by integrating OpenAI’s technology into Bing search.
“First of all I have the greatest of admirations for Google and what they’ve done. They’re unbelievable with great talent. I have a lot of respect for Sundar Pichai and his team.I just want us to innovate. Today was the day when we brought some more competition to search. We’ve been at it, believe me, I’ve been at it for twenty years and I’ve been waiting for it.
But at the end of the day, they are the 800 pound gorilla on this which is what they are and I hope that with our innovation they will definitely want to come out and show that they can dance and I want people to know that we made them dance and I think that will be a great day.”
– Satya Nadella
Google’s recent actions certainly make it look like they are dancing. Despite their superior AI models and expertise, they have not effectively commercialized this technology due to a lack of a culture that supports innovation. However, the pressure from Microsoft and OpenAI is quickly transforming this situation.
The intense competition between the leading tech companies has been captivating to observe, with each company making impressive announcements in quick succession. Behind the scenes, there is a fierce battle being waged in the boardrooms of these tech giants. The heightened interest in the latest AI-powered version of Bing has resulted in high demand for the product, causing a waitlist to form for those eager to try it out.
Race to ace the AI-powered search industry
Google holds a dominant position in theglobal search market with a market share of over 93%, while Bing’s share is 3% in January, 2023.According to Microsoft Chief Financial Officer, Amy Hood, search advertising represents a significant portion of the digital advertising industry, accounting for an estimated 40% or $200 billion of the $500 billion market. The majority of these revenues are generated by Alphabet, which reported a total of $163 billion in search advertising last year.
Its business model revolves around advertising and search-based revenue, with roughly 60% of its income coming from Google Search. Microsoft announced the integration of ChatGPT into Bing sent Google into a state of emergency. A significant disruption to this income stream could have disastrous effects. The emergence of ChatGPT as an AI-powered alternative to search represents a potential threat to Google’s business.
Microsoft may be counting on its chatbot-powered information search to attract new users who could then use Bing for higher-value searches. This strategy may come at the cost of lower margins, at least until expenses can be reduced. However, it would only be justified if Microsoft can effectively challenge Google and gain a significant market share.
“for every 1 point of share gain in the search advertising market, it’s a $2 billion revenue opportunity for our advertising business.”
-Microsoft
Challenges for Google: Balancing Cost and Market Dominance
The shift to AI-based large-language models could also increase Google’s costs, in addition to the threat to its market share. A research note from Morgan Stanley analyst Brian Nowak, quoted by Barron’s, highlights the potential for increased costs for Google due to the shift towards AI-powered search queries. The note indicates that a 10% shift in queries to AI will result in a $1.2 billion increase in Google’s operating costs. If the shift were to reach 50%, expenses would grow by $6 billion and trim pretax profits by 6%. Nowak’s perspective is that AI-powered search queries will cost Alphabet roughly five times more than the current method.
The partnership between Microsoft and OpenAI presents a double challenge for Alphabet investors, as it could result in a loss of market share and increased costs. This comes at a time when Alphabet is already facing regulatory scrutiny over allegations of monopolistic practices and misinformation on its platforms. The Microsoft-OpenAI deal has the potential to add additional stress to the already challenging situation for Alphabet and its investors.
The current technology and business model that has produced consistent profits for 20 years may be challenging to let go of. However, CEO Sundar Pichai is determined to resolve this “innovator’s dilemma” and find the best solution. On the other hand, Microsoft CEO Satya Nadella is hoping that Bing will gain popularity as a search term before Pichai finds a solution.
Wrapping up
In light of the recent “Bard AI fiasco,” Alphabet CEO Sundar Pichai must swiftly resolve the “innovator’s dilemma” and find a suitable solution. Meanwhile, Microsoft CEO Satya Nadella has high hopes for Bing to establish itself as a popular search term before Pichai’s resolution. The pressure is on both tech leaders as they navigate the constantly evolving technology landscape and competition in the search engine market.
Microsoft is ready to reclaim its position at the forefront. Google, be prepared, as Microsoft takes the lead in this first round. Witnessing this AI search engine battle is going to be a lot of fun!
Interesting Read:Tête-à-Tête With ChatGPT- The Power Of AI
Google Prepares To Bring Privacy Sandbox Beta To Android
Google’s Privacy Sandbox features will start appearing on Android phones next year. The move will make it possible for stakeholders in the mobile advertising ecosystem to prepare for a future where targeting and attribution will be more restricted.
经过开发人员预览的隐私的沙箱droid 13 have led to its entry into beta to allow developers to test “private advertising solutions on mobile”. Ad tech and app developers will be able to use this beta with privacy-preserving APIs that don’t share user data with third parties or use cross-party identifiers.
There’s rapid progress being made on the Android version of Privacy Sandbox. Upon the start of the beta, developers and ad tech companies will be able to test many Android privacy sandbox APIs – Topics, FLEDGE, attribution reporting, and SDK Runtime more seriously.
Interesting Read:Privacy Sandbox By Google Shows Backdoor To The Third-Party Cookies.
Testing API’s
The Chrome Privacy Sandbox is incubating, and testing the mobile app versions of the three ads-related APIs: Topics, FLEDGE, and the attribution API.
Topics are designed to preserve privacy while showing relevant content and ads, and FLEDGE allows for remarketing and custom audience use cases. Attribution API is readily comprehensible.
SDK(Software Development Kit) Runtime is unique to Android Privacy Sandbox. It provides enhanced safeguards and guarantees around user data collection. This is done through a modified execution environment which limits data access rights and the set of allowed permissions.
SDK运行时,将广告SDKincluded by applications, will have a closed beta for developers to test Runtime-enabled SDK distribution to select apps because of the coordination required to test the SDK Runtime.
According to Google’s current policy, developers of third-party SDKs, such as in-app measurement companies, can share the same permissions as Android app publishers. In the latest proposals, publisher partners submit their SDK, which Google reviews and then approves or rejects.
In a nutshell, ad tech companies and developers interested in testing the Android versions of Topics, FLEDGE, and the reporting attribution API must enroll and verify. As part of the beta early testers program, they will also have to fill out a form. However, SDK Runtime remains in closed beta for a select number of apps. The blog said,
“To utilize the Beta release, developers will need to compile their solutions with an API level 33 SDK extension update that is coming soon.”
How different is Google from Apple?
Despite the fact that Google seems like a more collaborative partner in mobile thanApple, there’s much debate about how the future of identity will unfold. Google has not yet announced a formal deadline for when Android AdID, the mobile equivalent of the cookie, will be deprecated. In contrast to Apple’s SKAD network, which advertisers and developers have found volatile and non-transparent, Google’s framework offers more granularity and capability to effectively measure and target ads.
谷歌计划推出Sandb最初的隐私ox Beta to Android 13 mobile devices in early 2023. It will “start with a small percentage of devices and increase over time.” During this time, developers will continue to get access to the latest features before they are released to the public. Google is working with ad tech and app developers offering advice to advertisers and publishers in the blogpost,
“We’ve heard from many advertisers and publishers about the role they can play in testing these new technologies. For companies that rely on third party solutions for ad serving or ad measurement, we recommend working with your providers to understand their testing roadmaps and how you can participate in early testing of Privacy Sandbox.”
Interesting Read:Google Makes Final Settlement In Location Tracking By Paying USD 391 Million
Google Makes Final Settlement In Location Tracking By Paying USD 391 Million
Google has agreed to pay a historic$391.5 millionsettlement to 40 states in the U.S over its location tracking practices. Last month, Google paid $85 million to the state of Arizona to settle the claims that the tech giant illegally tracked the location of Android users.
It is alleged that Google misled users into thinking they had disabled location tracking while the company was still collecting their location data. Oregon and Washington jointly led the investigation, which marked the largest privacy settlement by an attorney general. Oregon Attorney General Rosenblum said in the news release,
“For years Google has prioritized profit over their users’ privacy. They have been crafty and deceptive. Consumers thought they had turned off their location tracking features on Google, but the company continued to secretly record their movements and use that information for advertisers.”
In a statement, Michigan-stated Attorney General Dana Nesselsaid,
“The company’s [Google] online reach enables it to target consumers without the consumer’s knowledge or permission. However, the transparency requirements of this settlement will ensure that Google not only makes users aware of how their location data is being used, but also how to change their account settings if they wish to disable location-related account settings, delete the data collected and set data retention limits.”
The settlement aims to help consumers navigate online spaces while protecting their privacy. Location data is a key part of Google’s digital advertising business. Google uses the personal and behavioral data it collects to build detailed user profiles and target ads on behalf of its advertising customers. Location data is among the most sensitive and valuable personal information Google collects. Even a limited amount of location data can expose a person’s identity and routines and can be used to infer personal details.
It was revealed in the settlement that Google misled its users into thinking they had disabled location tracking in their account settings, when in fact it was still collecting their location data. Google has also committed to improving location tracking disclosures and user controls in 2023 as part of the multimillion-dollar settlement with the AGs.
What the settlement requires Google to do?
The settlement requires Google to be more transparent with consumers about its practices. Google must:
– Show additional information to users whenever they turn a location-related account setting “on” or “off”;
– Make key information about location tracking unavoidable for users (i.e., not hidden); and
– Give users detailed information about the types of location data Google collects and how it’s used at an enhanced “Location Technologies” webpage.
The settlement also limits Google’s use and storage of certain types of location information and requires Google account controls to be more user-friendly.
What Google plans to do?
A Googleblog poststated that some of the location tracking practices detailed in the settlement had already been corrected by the company.
Google spokesperson told TechCrunch, “Consistent with improvements we’ve made in recent years, we have settled this investigation which was based on outdated product policies that we changed years ago.”
Google said it will also start providing more “detailed” information about the data it collects tracking during the account setup process and is launching a new toggle to turn off and delete your location history and web and app activity “in one simple flow.”
Interesting Read:Google Rolls Out Advert Target Frequency For YouTube Campaigns
And Google Does It Again, Delays Phaseout of Third-Party Cookies
Advertisers and publishers can heave a sigh of relief as Google delays phasing out of third-party cookies in the second half of 2024. In light of the news, marketers, developers, and publishers will now be able to spend more time developing alternative privacy-preserving ad solutions. In spite of this, the industry feels the heat.
This is the second time Google pushed off the cookie demise. Previously,it extended the deadline to late 2023.However, Anthony Chavez, Google’s VP of the Privacy Sandbox, explained in ablog postthat the decision is made based on feedback.
“The most consistent feedback we’ve received is the need for more time to evaluate and test the new Privacy Sandbox technologies before deprecating third-party cookies in Chrome. This feedback aligns with our commitment to the CMA to ensure that the Privacy Sandbox provides effective, privacy-preserving technologies and the industry has sufficient time to adopt these new solutions.”
Chrome plans to extend itsPrivacy SandboxAPI testing timelines ahead of the death of cookies. Chavez said in the blog,
“This deliberate approach to transitioning from third-party cookies ensures that the web can continue to thrive, without relying on cross-site tracking identifiers or covert techniques like fingerprinting.
The web developers already have access to these APIs, and the company will roll out the trials beginning in early August.
“The Privacy Sandbox trials will expand to millions of users globally, and we’ll gradually increase the trial population throughout the rest of the year and into 2023. Before users are added into the trials, they will be shown a prompt giving them the option to manage their participation. As the web community tests these APIs, we’ll continue to listen and respond to feedback.”
For those unfamiliar, the Privacy Sandbox is Google’s initiative that replaces third-party cookies as well as cross-site tracking identifiers, fingerprinting, and other covert techniques once privacy-conscious alternatives have been developed.
Global regulators -all eyes on Google
Google’s privacy protocols have been on the radar of the global regulators after theUK’s antitrust regulator, Competition and Markets Authority (CMA) launched an investigation into the company’s cookieless solutions for the future.虽然CMA接受修订后的承诺ogle, it pledged not to remove third-party cookies until it was satisfied that its competition concerns had been addressed.
The ad industry’s and CMA’s main concern is that Google should not dominate the digital advertising space if other companies do not have access to third-party cookies. Hence, Google pledged not to give preference to its own adtech aftercookie deprecationand work fairly with its competitors.
With the cookie phase-out announcement, companies are already involved in developing alternate solutions likedata clean rooms, independent web IDs, and more. This further delay will give them additional time to prepare, test, and adapt new solutions. Brands can utilize this time wisely. They can explore as well as evolve their data and tech strategies to prepare for a cookieless future.
Is Google Joining The ONDC Bandwagon With Paytm And PhonePe In The Race?
Amazon and Flipkart are a duopoly in India’s e-commerce. The Department for Promotion of Industry and Internal Trade (DPIIT) conceptualized the Open Network for Digital Commerce (ONDC), to democratize digital commerce and move it away from platform-centric models.
Googleis reported to be interested in joining the ONDC network in order to expand its reach in India, including search and payments. The rivals of Google Pay, Paytm and PhonePe, have come on board and are working on ways to incorporate the network into their platforms.
According to reports, India’s Open Network for Digital Commerce (ONDC) was soft-launched late last month as the government challenged Amazon and Walmart’s dominance in the fast-growing e-commerce business.
Interesting Read:Google Introduces New Ad Tools, YouTube Short Ads Are Coming
谷歌能做个记号在印度commerce Industry?
Google has a strong presence in a number of segments, including search, payments, workspace, entertainment, app store hosting, mobile UI, and even hardware. However, not eCommerce per se. Google’s talks follow the success of its payments business because of the government’s initiative for financial transactions, the Unified Payments Interface.
The search giant has been upfront about its desire to work primarily with Indian SMBs (small and medium businesses) and has launched several search and discovery features. A Google spokesperson commented referring to the payment service,
“We remain committed to focus on the enablement of small and medium businesses to leverage digital for deeper discovery and payments capabilities with Google Pay.”
It also has the Google My Business initiative, which offers businesses the ability to profile themselves, launch advertisements, manage their workspaces with G Suite, and accept payments via GPay.Google hardly monetizes its “shopping” tab the right way inspite of its wide global reach. A Google shopping business operates solely as an online listing aggregator. It does not handle any order fulfillment, such as shipping, as do companies like Amazon.
Google is in talks with the Indian authority to connect ONDC but declined to comment. It is yet to determine how it can contribute to the ONDC eCommerce journey but is likely to concentrate on the discovery end of the network.
Interesting Read:An End To A New Beginning: French Websites Ordered To Stop Using Google Analytics
What is ONDC and how does it work?
eCommerce in India is set to reach $200 Bn by 2026 with the rise of digital infrastructure. Also, India is also home to thethird largest online shopper base of 140 m.These numbers prove that Indians are gradually inclined toward online shopping and eCommerce is booming.
The government wants to level the playing field for sellers who wish to list their products online by reducing the cost of doing business. ONDC aims at connecting 30 million sellers and 10 million merchants online by August, covering at least 100 cities and towns.
Interesting Read:How Will Partnership With Criteo Benefit Flipkart’s AdTech Business?
在ATT元批评苹果,谷歌遭受第二次U。K Anti Trust Investigation
Meta airs grievances over Apple’s market power in the mobile app industry To FTIA.
When the Federal Telecommunications and Information Administration (FTIA) asked what technology companies thought aboutApple, Meta enthusiastically responded. Apple’s new tracking prompt has costMeta billions of dollarsand made innovation impossibly hard for them. Meta mostly criticizes Apple throughout 19 pages of comments. Meta, which is itself the target of a federal antitrust suit, paints Apple as a behemoth that restricts its ability to expand. Meta wrote in the letter,
“Despite having some of the most popular apps in the world, Meta’s ability to innovate on its products and services and even reach its customers is determined, and in some cases, significantly limited, by the most popular mobile operating systems, such as Apple’s iOS.”
Meta also made a connection between Apple’s ad business which witnessed explosive growth and its challenges in the same market. Other relatively smaller tech companies (mostly app developers), and the Coalition for App Fairness, a group that represents companies including Epic Games, Match Group, and Spotify, filed a comment to the NTIA that also criticized Apple’s market power. They have called on Congress and the Biden administration to act against the power of dominant app store companies like Apple and Google.
Whether this branch would take action is unclear, but it will be interesting to see what approach they decide to take against a tech company.
Interesting Read:How Will Dubai’s Metaverse Sector Contribute To Its Economy By 2030?
Andrea Coscelli, the CMA’s Chief Executive said,
“We’re worried that Google may be using its position in adtech to favor its own services to the detriment of its rivals, of its customers, and ultimately of consumers. Weakening competition in this area could reduce the ad revenues of publishers, who may be forced to compromise the quality of their content to cut costs or put their content behind paywalls. It may also be raising costs for advertisers which are passed on through higher prices for advertised goods and services.”
Since the tech giant owns the largest service provider in three key parts of the chain. CMA investigation will examine Google’s dominance in the following parts:
Demand-side platforms (DSP)allow advertisers and media agencies to buy publishers’ available ad space from many sources.
Ad exchangesprovide the tech to automate the sale of publishers’ ad inventory via real-time auctions by connecting to multiple DSPs and collecting bids for them.
Publisher ad serversthat manage publisher inventory and determine which ad to show based on bids received from exchanges and/or direct deals between publishers and advertisers.
CMA advocates for greater regulatory authority for overseeing anti-competitive behavior from tech giants under the new regulator ‘Digital Markets Unit’. It is expected to be introduced in 2020, with the power to fine tech companies up to 10% of global revenues for breaching new digital rules. However, the government has not given the watchdog the authority to impose such fines.
“This would be bad for the millions of people who enjoy access to a wealth of free information online every day. It’s vital that we continue to scrutinize the behavior of the tech firms which loom large over our lives and ensure the best outcomes for people and businesses throughout the UK.”
– Andrea Coscelli, the CMA’s Chief Executive
In response, a Google spokesperson said,“We will continue to work with the CMA to answer their questions and share the details on how our systems work.”
Interesting Read:AdTech Vs MarTech: Let’s Settle This Once For All!
Google Introduces New Ad Tools, YouTube Short Ads Are Coming
Google has announced numerous new ad tools at its Google Marketing Live event, including new ad options for YouTube Shorts, new layouts for Responsive Display Ads, improved analytics, and new ad testing options.
YouTube Shorts
YouTubehas been teasing ads on Shorts since last October, but is now progressively rolling it out worldwide.”Googlehas integrated Shorts advertising into its Video Action and App campaigns. Brands will be able to connect product feeds to their Shorts promotions and make video ads more shoppable.
This could eventually be integrated into regular Shorts clips, enabling creators to monetize their content better. Although it isn’t available yet, the new display could prove valuable for brands, as Shorts delivers more than 30 billion views daily. As quoted by 9to5Google, the company said,
“This is an exciting milestone for advertisers, and a key step on our road to developing a long-term YouTube Shorts monetization solution for our creators, which we’ll share more about soon.”
Google Discover Feeds
Discover feedsare where people scroll through their favorite personalized content for ideas and inspiration. Though it is a lesser used Google app, the new video ad options could help to connect with users and offer more compelling and engaging ad experiences.
Display & Video 360 ad
Google’s also updating itsDisplay & Video 360ad options and getting new visual shopping ads.
Advertisers will soon be able to addConnected TV campaignsto reach affinity, in-market, and demographic audiences across YouTube and other ad-supported connected TV apps.On the top-left corner, one can swipe through various images accompanied by various product details, such as prices and ratings. This might include information about loyalty programs.
3D Models of products from merchants will also appear directly in search results, as Googleclaims90% of Americans currently use or would consider using, AR for shopping.
Responsive Search Ads
Later this year, Google will roll out automatically created assets for responsive search ads, which should make ads more relevant.
“If you opt in, Google Ads will automatically create assets for you based on content from your landing pages and existing ads. The system will then display the best-performing combination of automatically created assets, and the assets you provide, to make your ads more relevant.The system will then display the best-performing combination of automatically created assets, and the assets you provide, to make your ads more relevant.”
Mobile-First Layouts For Responsive Display Ads
All-new, mobile-first layouts will allow advertisers to showcase their brand on full-screen portrait ad inventory. In addition, Google is introducing scrollable ads and videos based on the product feed.
Performance Max Campaigns
Performance Max campaignsto help advertisers drive better results across Google’s channels and inventory They include A/B testing, campaign management, support for store sales goals to optimize for in-store sales, new insights, and explanations, including attribution, audience and auction insights, and optimization score and recommendations.
Google Insights
Google’s also adding new personalized trend data to its ad insights page to improve contextual understanding and targeting. They include three new reports- Attribution insights, Budget insights, and Audience insights.
Other New Advertising Features
Conversion Lift Test
Google is also bringing Conversion Lift tests directly in Google Ads and Display & Video 360. It will help to measure incremental conversions based on users and regions, and Search Lift tests will enable you to measure the effectiveness of YouTube campaigns at driving organic traffic to YouTube and Google.
Privacy-safe options for interest-based advertising and remarketing
There will be worldwide testing in Google Ads and Display & Video 360 later this year. These tests will incorporate signals from the new Privacy Sandbox APIs.
Ad Control Center
Earlier this month, Google previewed its Ad Control Center at its I/O Summit. People will be able to pick the types of ads they want to see more or less of, and control how their data informs ads they see across YouTube, Search and Discover.
There are several interesting new additions, but the new Shorts display option is the biggest. Users will be able to expand their reach with the rapidly growing Shorts audience. With the growth of TikTok, short-form video has become highly influential. Brands should take note of these options and work to find ways to make use of them in order to maximize appeal and resonance.
Interesting Read:Bridging The Gap: Is YouTube Unifying Linear And CTV Ad Buying?
Anthony Nakache Appointed as the New Managing Director of Google MENA
Lino Cattaruzzi has left Google to take on a worldwide leadership role as Global Customer Partner, and Anthony Nakache has been named the new managing director for Google in the Middle East and North Africa, located in Dubai.
Lino has overseen Google’s business and operations in the Middle East and North Africa (MENA) since 2016, during which time he has helped businesses in the area expand using Google’s products and services, as well as increased the company’s growth and presence through regional office developments.
Interesting Read:Google Replaces FLoC With Topics API
With the support of a covid recovery digital skills program, Google recently helped two million people and companies in MENA digitize and flourish.
Anthony Nakache has been with Google for more than 13 years. His most recent position was as the head of Google’s Online Partnerships Group, where he was in charge of scaling Google’s monetization solutions for publishers and developers across Europe, the Middle East, and Africa.
Interest Read:TikTok MENA Newsroom: An Opportunity For The Region’s Finest Creators!
Google Replaces FLoC With Topics API
FLoC (Federated Learning of Cohorts), Google’s divisive attempt to replace cookies for interest-based advertising by arranging users into groups with similar interests, is no longer active.Googlehas replaced it with a fresh idea called Topics.
The idea is that while you navigate the web, your browser will learn about your interests. Google is now limited the number of subjects to 300, with ambitions to expand this over time. It will preserve data for the last three weeks of your browser history. These themes will not cover sensitive categories such as gender or race, according to Google.
Interesting Read:Google To Demonetize Ads That Spread Climate Change Misinformation
你访问的网站基于谷歌分类one of these 300 topics to assess your interests. A lightweight machine learning system in the browser will be integrated for sites it hasn’t previously classified and offer an approximated topic based on the domain name.
Google’s Privacy Sandbox lead Ben Galbraith said –
”的设计主题被告知我们的学习s from the earlier FLoC trials. As such, Topics replaces our FLoC proposal and I want to emphasize that this whole process of sharing a proposal, doing a trial, gathering feedback, and then iterating on the designs — this is the whole open development process that we wanted for the Sandbox and really shows the process working as intended.”
How does Topics works?
When you visit a site that employs the Topics API for advertising, the browser will show you three topics that you might be interested in, one for each of the last three weeks, chosen at random from your top five topics.
Going ahead, this information will be shared with the site’s advertising partners, who will select which adverts to display to you. This would potentially provide a more private means of determining which ad to show you, and Google claims that it also gives consumers significantly more control and transparency than the current standard. Users will be able to review and eliminate topics from their lists, as well as disable the Topics API entirely.
Also Read:Google’s New Advertising Page Will Show Brand’s Recent Ad History