The Digital Download: In with TAG anti-fraud program; out with Facebook Exchange

This week in digital, we said goodbye to Facebook Exchange and Post-it wars, as we welcome TAG’s latest anti-fraud development, Shift, and maybe Siri integrations?

Nants ingonyama bagithi Baba!

If you were (or had) a child of the ’90s, you most likely immediately recognize that Zulu sentence (translation: “Here comes a lion, Father”) as the opening of The Lion King, just before “The Circle of Life” started. That’s a good analogy for the last week in digital, which was all about beginnings and ends.

Twitter stopped counting photos and links toward its 140-character limit, Facebook discontinued its desktop-based retargeting program and Havas ended New York ad agencies’ two-week Post-it war with a gigantic mic drop.

At the same time, ClickZ‘s Shift event, the Trustworthy Accountability Group’s (TAG) latest anti-fraud development and Google’s latest localization offerings were born. And word on the street, maybe Apple’s willingness to integrate Siri with third-party developers, too.

Facebook, Google continue to focus on mobile

Earlier this week, Facebook made a decision to shut down the desktop-based retargeting Facebook Exchange, which doesn’t support some mobile-first products like Dynamic Ads for Carousel. This is the latest mobile-focused move for Facebook, which sees 82 percent of its revenue from mobile and aspires to migrate clients and partners to the newer products by November.

Facebook, which has also extended the length limit of Facebook Live streams to 24 hours this week, isn’t the only one focusing on mobile. Because nearly one-third of mobile searches are location-related, Google has beefed up its localization this week, as well.

Local business pages got a new look, including special offers and the ability to browse inventory, in order to appeal to customers before they’ve arrived someplace. In addition, Google Maps now has promoted pins, which are colored in such a way to separate them from organic results.


TAG launches anti-fraud certification program

It’s already been established that cyber criminals cost brands billions. In response, TAG launched its cornerstone anti-fraud certification program on Monday.

The program recognizes companies as “Certified Against Fraud,” following their completion of a rigorous requirements review, assuring partners and customers that they can be trusted. These include a TAG compliance officer and cooperation with the Media Ratings Council’s (MRC) Invalid Traffic and Detection and Filtration Guidelines for direct buyers; and filtering of domain data center IP lists for direct sellers.

Pioneer participants include Yahoo, WPP, Publicis Worldwide and Omnicon Group, and comScore.

Apple strikes back against its competitors

As if Amazon’s Alexa wasn’t enough, Siri will be seeing even stiffer competition once Google Assistant comes out later this year. In addition to Apple is said to be taking its digital assistant to the next level by opening her APIs to developers.

Siri has a few third-party integrations, but they’re confined to connected home devices such as Nest and Phillips Hue lightbulbs. Now, Apple is more open to third-party integrations, similarly to how you can order an Uber or play Spotify through Alexa.

Apple is rumored to be officially announcing this at its upcoming Worldwide Developers Conference in San Francisco.

ClickZ debuts Shift in London

Digital transformation was the underlying theme of ClickZ Live New York last month and naturally, disruption came up a lot. Really, how could it not?

With disruption in mind and marketers’ efforts to shift to the new business models, skill sets and buying habits, we’ve launched a new series called Shift. The inaugural event took place Tuesday and Wednesday in London, the line-up of which included speakers from the U.K. government, Vodafone,  British beauty app Rock Pamper Scissors among others, including Jamie Oliver.

Shift went so well that we decided to stick with it. Next up? San Francisco in August.

Havas ends the post-it wars with six-story mic drop

What started with a simple “Hi” blossomed into the ad agencies of Lower Manhattan crafting elaborate multi-window art displays, all made exclusively from Post-it notes. After two weeks, Havas Worldwide, one of the most active participants, effectively ended with the final word in post-it art.

Unlike many other agencies, Havas has a whole facade of its TriBeCa building to itself and the agency took full advantage of that leg-up. Spanning six stories across 28 windows, Havas employees spent four hours Monday night creating a yellow and green hand dropping a blue microphone.

Havas may have won the battle, but who won the war? Post-its. #postitwars went viral on Twitter, reaching all the way around the world and resulting in a brand lift for 3M worth $2 million. ClickZ even got involved, after we noticed a “Hi” from across the street. Neither us nor our new pen pals at 75 Broad are as skilled Post-it artists as the gang at Havas, but still.


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