🚀 Google’s 180 on Cookies, LinkedIn’s New Page Verification & Threads’ Resurgence
Welcome to Prosek’s Digital Download: where industry-leading insights in financial services and digital marketing collide.
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There’s no summer slowdown in sight for the world of digital marketing! From Google’s 180 on phasing out third-party cookies to LinkedIn’s new verification badges and Threads’ user growth, social media platforms are making big moves this summer. Dive into the latest edition of the Digital Download for the scoop!
3 Can’t-Miss Digital Updates
Social Media and Advertising
And Just Like That, Google Won’t Be Deprecating Cookies. What Now?
What's happening: Google is back-pedaling on its plan to phase out third-party cookies in Chrome, which help track online behavior and build user profiles by storing small pieces of data on a user’s browser. The initial pledge to phase out third-party cookies was driven by concerns about data privacy. Instead, Google now plans to continue investing in additional privacy controls and explore an approach that would allow users to opt-in or opt-out of cookies.
Why it matters: Third-party cookies have long been the foundation of digital advertising as their data helps advertisers deliver targeted ads based on users’ online interactions. While the long-term future for cookies is still uncertain, advertisers around the world are breathing a sigh of relief, for now. While no immediate action is needed, keeping a close eye on how this develops will be key.
LinkedIn Adds Verification for Company Pages
What's happening: Similar to the verification for individual users that was introduced last year, LinkedIn has begun rolling out verification for company pages. Verified pages will receive a shield-shape badge next to the organization’s name (example here). Companies can request verification through the page’s verification controls settings, and LinkedIn will evaluate the request based on several factors including accuracy of firm location and website URL on the profile, an active page admin presence, confirmation that the page has successfully been claimed, and compliance with LinkedIn policies.
Why it matters: Transparency is key to building trust with users. Verification badges help users easily identify that a company page is legitimate, and that credibility helps build trust between the brand and users. Brands should make sure they’ve satisfied the requirements for verification above and submit a verification request through the page settings as securing the badge will help build credibility with current and future followers.
Threads Gains Momentum As Users Reach 200M
What's happening: Remember Threads? Well, it’s making a bit of resurgence. Shortly after the one-year anniversary of the platform’s launch, CEO Mark Zuckerberg announced on Meta’s latest earnings call that Threads now has more than 200 million monthly active users. For context, X currently has more than 500 million active monthly users, putting Threads at about 40% the size of X’s audience.
Why it matters: While Threads currently has a notable monthly user base, the platform has yet to release data on daily active users, indicating that there may not be many regular users just yet. Meta is waiting to rollout advertising on the platform until the user base reaches “critical mass,” leaving questions as to how that will affect user engagement and its ability to monetize the platform. Until we see more data to indicate that Threads is here to stay, we’re continuing to advise brands to take a wait-and-see approach before launching a presence on the platform.
Good Reads
Google Gives Buyers More Transparency and Controls for Performance Max
LinkedIn Reports Higher Revenue and ‘Record Levels’ of Engagement
Multichannel Marketing Remains a Challenge: Here’s What the Numbers Say
Marketing Inspiration
Ares celebrated Disability Awareness Month with a carousel sharing employees’ experience with DREAM, Ares’ employee resource group dedicated to supporting employees whose lives have been touched by a disability.
To announce his appointment as Vanguard’s CEO, Salim Ramji leveraged a long-form post outlining the firm’s founding mission to democratize investing and explaining why it’s still relevant today.
In honor of National Intern Day, Nuveen filmed a video illustrating a day in the life of its Social Media Intern.
