🚀 AI Targeting Solutions, the Sunset of Third-Party Cookies and LinkedIn Algorithm Updates
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The future of advertising and AI is near — and it looks like The New York Times will be one of the first major publishers to merge the two disciplines. Furthermore, LinkedIn recently shared best practices to prepare for the sunset of third-party cookies. We’ll also dive into some updates around the platform’s algorithm and how it will prioritize in-feed content.
Check out the rest of the newest edition of the Digital Download to learn more.
3 Can’t-Miss Digital Updates
Social Media and Advertising
Exclusive: NYT Plans to Debut New Generative AI Ad Tool Later This Year
What’s happening: The New York Times is exploring the creation of targeting solutions for ads using generative AI. Testing for these features is expected to begin next quarter, and the technology would be available to the public starting in the second half of 2024. Of these new tools, one of them would allow the targeting of niche audiences that were once unidentifiable based on interests, desires and more.
Why it matters: Marketers and advertisers leveraging direct ad buys to promote their content could have a better opportunity to align content with their messaging goals and ultimately drive more value. If all goes well, this could open doors for The New York Times and similar publishing companies to further experiment with generative AI as a way to enhance paid promotions in real time. This is especially important in the wake of the industry’s pullback from leveraging third-party tracking cookies to track user activity. Speaking of which…
LinkedIn Publishes Actionable Steps Before Third-Party Cookie Deprecation
What’s happening: Back in 2023, Google announced the phase-out of third-party cookies in response to data privacy concerns within online advertising. Chrome blocked third-party cookies for 1% of users as of early January 2024 and plans to restrict them starting in Q3 2024. To prepare users, LinkedIn shared a step-by-by guide on how to navigate the third-party cookie depreciation and maximize performance.
Why it matters: LinkedIn’s suggested tactics include developing a robust first-party data strategy, exploring AI, revisiting reporting strategies, leaning more into split testing and leveraging the LinkedIn Marketing Partners offering. Although the playbook is through the lens of LinkedIn, other platforms could follow a similar strategy and circulate additional guidance on what to keep top of mind. With more awareness of and concerns around data privacy, regulatory changes and reduced identifiers will likely have an effect on marketers and advertisers. By staying on top of trends in the privacy-first era, vendors can continue to drive strong campaign results and provide meaningful insights.
With This LinkedIn Algorithm Change, Your Best Posts Could Reach New Readers for Years
What’s happening: Historically, social media feeds have been optimized for timeliness to show posts chronologically — or at the very least, favor recency when displaying content. LinkedIn is rolling out its “suggested post” content distribution approach, which would extend the shelf life of a post for up to several months or years. With this update, the platform would act more like a content “matchmaker” that recognizes the interests of individual users and serves them relevant posts regardless of when they were published.
Why it matters: The update is the latest in LinkedIn’s shift towards prioritizing "knowledge and advice" content over virality. In other words, the channel is looking to focus more on the quality of posts while gearing them towards a more engaged audience — even if it means a smaller “reach”. As a result, individual users could see differences in their in-feed activity, while marketers could see changes in their posts’ engagement. Since the initiative is in its early stages, trends in what does and does not perform well on LinkedIn are likely to evolve in the coming months.
Good Reads
Threads Adds a Bookmarking Feature for Saving Favorite Posts
Instagram Pilots Background Editing Tool and In-Stream Ordering
Spotify Follows Meta, YouTube and Others by Offering AUX, a Service to Connect Brands and Creators
Marketing Inspiration
Ares successfully applied cross-channel amplification by announcing the debut of its Instagram page on LinkedIn and clearly outlining the types of content page visitors can expect to see on the platform.
J.P. Morgan highlighted the ten year anniversary of its Dubai Duty Free Tennis sponsorship through a sizzle reel, which featured high-quality snippets of the firm and DDF Tennis events over the years.
To showcase the evolution of KKR’s work over the decades and the people behind its initiatives, the firm posted a throwback photo of its founders in celebration of National Retro Day.