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Businesses will soon need professionals whose job is to create a presence and potentially build with Web3 technologies and concepts in the metaverse — and there’s plenty that businesses can do now to prepare for that.

Twelve years ago, companies didn’t hire talent — they didn’t think they needed it. But now? Businesses need social media directors and entire social media teams. The same is true for playing in the metaverse.

It is my belief that within the next three to five years, a minimum of 30% of business is going to come from a blend of metaverse experiences and implementations of Web3 technologies (e.g. artificial intelligence, and nonfungible tokens, or NFTs). It is essential for creative agencies (e.g. agencies, marketing agencies, etc.) to prepare how they will play a role in the metaverse now so their customers will be able to find them.

The big three

The first step in preparing for the metaverse is for creative agencies to decide which of the three roles they will play — either the expert experimenter, the contributor or the activator. Making this decision now will help companies get ready for when their customers arrive in the metaverse, and it’s only a matter of time before they do.

  • Expert experimenters. These are businesses that have an understanding of the metaverse already. To find out whether they are in this group, can ask themselves if their business strives to be the deep subject matter expert on all things in the digital universe, or whether it’s an early adopter at the vanguard of new technologies. In that case, they need to understand the technologies involved within the metaverse and how Web3 is speeding up evolutions and revolutions.
  • Contributors. These are businesses that are still in their infancy in terms of embracing this new wave of technology and deep subject matter expertise is not required. Creative agencies in this group can introduce their client partner brands to the metaverse and converge their physical and digital presence in a way that is profitable and meets .
  • Activators. This last group is made of businesses that focus on seeking ways to offer holistic experiences for businesses and audiences to have within the metaverse. Businesses in this group are like a hybrid between the expert experimenters and the contributors.

Nevertheless, whether you know a little or a lot about Web3, you can’t afford to be left out completely; defining your role is an essential first step in preparing for the integration of the metaverse. People are investing in the metaverse heavily. It’s expected to reach $5 trillion in value by 2030, and this number is exponentially growing each and every month.

Next steps

After leadership at creative agencies decide which role they want to play, they need to develop a strategy and strengthen their online presence. To do this, they will want to hire people whose job it is to prepare the company to implement itself into the metaverse, in whichever role the company has chosen to take. Doing this will help them strengthen their brand identity — and thus, brand loyalty — before the metaverse fully arrives (and it’s coming sooner than we think).

Additionally, leaders and creatives should focus on user experience. What kind of experience do they want their customers to have with their business in the metaverse? This is essential for brands getting established in the metaverse because if they can think one or two steps ahead of what their customers will want when they emerge into the metaverse, brands will be there waiting, ready to give customers what they’re looking for.

Finally, it’s critical for creative agency leaders to remain adaptable as they learn more about the metaverse while it’s still unfolding. Staying adaptable and remaining at-the-ready for change will help agencies stay ahead and prepared to meet customers when they find them in the metaverse.

The importance of Web3

Even if your agency isn’t embracing extended reality and other metaverse projects, experiences and communities quite yet, many of your client partners’ customers are. And arguably, meeting customers where they are is the single most important piece to building brands and businesses that grow and transform.

The metaverse isn’t just a probability — it’s inevitable. Throughout the evolution of the internet, waves of advancement emerged because of technological advancement. The internet went from simply being a new technology to sharing the world of information through web browsers to developing social media. Underneath all that were advancements in the programming language, faster internet speeds and, of course, the smartphone.

Now, we are in a new wave: the wave of augmented reality (AR), VR and mixed-reality experiences with the technologies to make them work even more soundly and profoundly. If you haven’t begun exploring immersive platforms and how you can approach conversations and tactics related to the metaverse with your client partners, the time has come.

The natural progression

If trends in technology really do repeat history, then it won’t be long before hanging out in the metaverse becomes more mainstream. We must watch where people go. An immersive in which customers socialize, shop, relax, work and play isn’t so far-fetched anymore.

Given there was a time when people thought the idea of online dating, smartphones, social media and real human connection online was scary and too futuristic, it makes sense that agencies might be facing those same fears about the metaverse. The popular movie Her may have seemed sad and dystopian, but there were some interesting predictive themes being provoked in that film. Concepts like love, connection, relationships, identity and community will evolve as they always have over time.

However, knowing what we know now, we understand that embracing new technologies is far better than avoiding them. And for creative agencies, it’s much more profitable. The metaverse is becoming so much more than a buzzword, and the reality is that advertisers and marketers will be doing business in a virtual world at an exponential rate as seamlessly as they advertise on social media — and very soon. Blending our real and virtual lives has already begun, and the sooner you get on board, develop a point of view and experiment, the better.

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Sourced from Entrepreneur

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A beautiful design will attract the eye, but the message is what gets a potential customer to move forward. Before spending thousands of dollars on custom visual branding, elevate your brand with messaging that resonates.

A big mistake too many entrepreneurs make is spending thousands and thousands of dollars on a visual brand identity without proving their offers or their messaging. But what good are pretty visuals if too many people are confused when you talk about what you do? An indicator that you should prioritize your brand messaging over your brand imagery or brand design is a high bounce rate on your website, as shown in Analytics. Another indicator is that your business only gets referrals.

While you could ask a brand designer to create a custom , color palette and typography or a videographer and photographer to provide you with beautiful brand imagery, this almost always becomes an expensive mistake if you haven’t proven your offers, or if your messaging doesn’t resonate.

To get started with elevating your messaging, consider creating a guide to your brand messaging and brand voice. This is one of the most important internal business documents any business owner should refer back to again and again as your brand evolves. In this article, I’ll break down the 3 most important elements of an effective brand messaging guide, so your brand can attract more perfect-fit customers. I like to break down the brand messaging guides into three parts: the brand strategy, the ideal client and the brand voice.

The brand strategy

At a high level, the brand strategy consists of the following foundational components:

The unique value proposition: This is a non-negotiable for every business’s brand strategy. Your value proposition is how you differentiate yourself. With a weak value proposition, customers won’t have a compelling reason why they should consider you over your competitors. When this is strong, you make your brand un-copyable, and you will always be in demand, no matter what the competition comes out with, because you know who you are.

Brand mission: This is one of the strongest things you can communicate about your brand because it communicates why your company exists in the first place.

Core values: What does your brand stand for and not stand for? When you have your brand values in place, all company decisions — from , customer experience and team hiring — can be made much faster. This should come from what your ideal customers value.

Brand stories: What led to the birth of your brand? Did you have unfortunate experiences that led you to do something different in the market? How does that move your company forward in service of your mission? What results have you helped your customers achieve? How did you refine your product? Answering all of these questions will help create a narrative that will help customers relate to your brand.

Brand personality: A defined brand personality shapes how your company makes people feel. What characteristics does the brand have that a customer will relate to? At a high level, a brand personality defines the direction of your messaging and all copywriting. Think about it like this: What would make your customer want to have dinner with your brand if it were a person?

The ideal client

When it comes to crafting marketing messages to attract your perfect-fit customer, there are three main messages to repeat before you present your unique process or your offer:

Pain points: What is your customer struggling with? How aware are they of that struggle?

Desired transformation: In their words, what does your customer want? What do they value?

Failed attempts: What other solutions has your customer already tried? What solutions exist, and how do those solutions fail to serve your ideal customer?

The brand voice

Brand messaging and brand voice are not the same thing. Think of the song, “Happy Birthday.” The melody will never change, but a musician can change other things, like the key signature, the tempo or even the instrumental or choral arrangement. That’s just a fancy way of saying you can play “Happy Birthday” with different instruments, keys or tempos, but the tune will always stay the same. Think of brand messaging as the melody to “Happy Birthday,” and brand voice as all of the ways “Happy Birthday” can be performed differently. Let’s get a little more specific about brand voice.

Brand sayings: What phrases or terms does your brand repeat over and over? The vocabulary your brand plays on repeat must be in service of reinforcing your brand mission and values, so if this is difficult to define, refine your brand values first.

Tone: What emotions will connect your ideal client to your company? How do you describe their pain points and desires? How does the tone shift when you are talking about your origin story or your expertise?

Articulation and style: This is where things get a little more technical. Articulation and style refer to how your brand embellishes certain tones as shown in punctuation, emojis and other typographical symbols.

By

Sourced from Entrepreneur

By

Businesses will soon need professionals whose job is to create a presence and potentially build with Web3 technologies and concepts in the metaverse — and there’s plenty that businesses can do now to prepare for that.

Twelve years ago, companies didn’t hire talent — they didn’t think they needed it. But now? Businesses need social media directors and entire social media teams. The same is true for playing in the metaverse.

It is my belief that within the next three to five years, a minimum of 30% of business is going to come from a blend of metaverse experiences and implementations of Web3 technologies (e.g. artificial intelligence, and nonfungible tokens, or NFTs). It is essential for creative agencies (e.g. agencies, marketing agencies, etc.) to prepare how they will play a role in the metaverse now so their customers will be able to find them.

The big three

The first step in preparing for the metaverse is for creative agencies to decide which of the three roles they will play — either the expert experimenter, the contributor or the activator. Making this decision now will help companies get ready for when their customers arrive in the metaverse, and it’s only a matter of time before they do.

  • Expert experimenters. These are businesses that have an understanding of the metaverse already. To find out whether they are in this group, can ask themselves if their business strives to be the deep subject matter expert on all things in the digital universe, or whether it’s an early adopter at the vanguard of new technologies. In that case, they need to understand the technologies involved within the metaverse and how Web3 is speeding up evolutions and revolutions.
  • Contributors. These are businesses that are still in their infancy in terms of embracing this new wave of technology and deep subject matter expertise is not required. Creative agencies in this group can introduce their client partner brands to the metaverse and converge their physical and digital presence in a way that is profitable and meets .
  • Activators. This last group is made of businesses that focus on seeking ways to offer holistic experiences for businesses and audiences to have within the metaverse. Businesses in this group are like a hybrid between the expert experimenters and the contributors.

Nevertheless, whether you know a little or a lot about Web3, you can’t afford to be left out completely; defining your role is an essential first step in preparing for the integration of the metaverse. People are investing in the metaverse heavily. It’s expected to reach $5 trillion in value by 2030, and this number is exponentially growing each and every month.

Next steps

After leadership at creative agencies decide which role they want to play, they need to develop a strategy and strengthen their online presence. To do this, they will want to hire people whose job it is to prepare the company to implement itself into the metaverse, in whichever role the company has chosen to take. Doing this will help them strengthen their brand identity — and thus, brand loyalty — before the metaverse fully arrives (and it’s coming sooner than we think).

Additionally, leaders and creatives should focus on user experience. What kind of experience do they want their customers to have with their business in the metaverse? This is essential for brands getting established in the metaverse because if they can think one or two steps ahead of what their customers will want when they emerge into the metaverse, brands will be there waiting, ready to give customers what they’re looking for.

Finally, it’s critical for creative agency leaders to remain adaptable as they learn more about the metaverse while it’s still unfolding. Staying adaptable and remaining at-the-ready for change will help agencies stay ahead and prepared to meet customers when they find them in the metaverse.

The importance of Web3

Even if your agency isn’t embracing extended reality and other metaverse projects, experiences and communities quite yet, many of your client partners’ customers are. And arguably, meeting customers where they are is the single most important piece to building brands and businesses that grow and transform.

The metaverse isn’t just a probability — it’s inevitable. Throughout the evolution of the internet, waves of advancement emerged because of technological advancement. The internet went from simply being a new technology to sharing the world of information through web browsers to developing social media. Underneath all that were advancements in the programming language, faster internet speeds and, of course, the smartphone.

Now, we are in a new wave: the wave of augmented reality (AR), VR and mixed-reality experiences with the technologies to make them work even more soundly and profoundly. If you haven’t begun exploring immersive platforms and how you can approach conversations and tactics related to the metaverse with your client partners, the time has come.

The natural progression

If trends in technology really do repeat history, then it won’t be long before hanging out in the metaverse becomes more mainstream. We must watch where people go. An immersive in which customers socialize, shop, relax, work and play isn’t so far-fetched anymore.

Given there was a time when people thought the idea of online dating, smartphones, social media and real human connection online was scary and too futuristic, it makes sense that agencies might be facing those same fears about the metaverse. The popular movie Her may have seemed sad and dystopian, but there were some interesting predictive themes being provoked in that film. Concepts like love, connection, relationships, identity and community will evolve as they always have over time.

However, knowing what we know now, we understand that embracing new technologies is far better than avoiding them. And for creative agencies, it’s much more profitable. The metaverse is becoming so much more than a buzzword, and the reality is that advertisers and marketers will be doing business in a virtual world at an exponential rate as seamlessly as they advertise on social media — and very soon. Blending our real and virtual lives has already begun, and the sooner you get on board, develop a point of view and experiment, the better.

By

Sourced from Entrepreneur

By Vanessa Serna

  • Google employees mocked the company’s false advertisement of the private browsing ‘incognito mode’ option in a string of leaked emails from 2018 
  • Engineers at the company suggested the tech giant halt the name ‘incognito mode’ after a study was released about the browsers lack of protection 
  • A judge in Oakland, California, will review the emails along with other documentation and decide if a consumer lawsuit targeting the feature will proceed 

Leaked emails reveal Google employees mocked the company’s ‘incognito mode’ browser feature, saying it was not ‘truly private’ as the tech giant suggests.

In a series of emails cited in a California-based lawsuit on behalf of a million users, employees in 2018 suggested the company halt deceptive advertising of the incognito feature on Google that supposedly allows users to ‘browse privately’ to avoid others using a shared device to view the search history.

The lawsuit alleges the private browsing option that features an outline of a mysterious man with glasses and a detective hat is misleading since Google can still view consumer data, according to Bloomberg.

We need to stop calling it Incognito and stop using the Spy Guy icon,’ an engineer said in an email chain in 2018 after providing a study about the lack of protections on the browser.

Another engineer responded with a meme of the Simpsons television show episode where a look-alike of Homer Simpson, dubbed ‘Guy Incognito,’ was shown identical to the show protagonist but with a mustache, suit, and top hat.

The engineer joked that Guy Incognito’s costume ‘accurately conveys the level of privacy [the browser] provides.’

A judge will rule on Tuesday on whether the lawsuit will proceed. If found liable, Google may be fined to pay billions to consumers.

Google is facing a lawsuit after consumers suggested the company's Incognito browser isn't actually private

Google is facing a lawsuit after consumers suggested the company’s Incognito browser isn’t actually private

The lawsuit sites employee's emails from 2018 that suggested the company halt the false advertising of the private browsing feature

The lawsuit sites employee’s emails from 2018 that suggested the company halt the false advertising of the private browsing feature

One employee joked the Incognito icon should be a look-alike of Homer Simpson, dubbed Guy Incognito, was shown identical to the show protagonist but with a mustache, suit and top hat

One employee joked the Incognito icon should be a look-alike of Homer Simpson, dubbed Guy Incognito, was shown identical to the show protagonist but with a mustache, suit and top hat

Google’s marketing chief Lorraine Twohill emailed CEO Sundar Pichai last year on International Data Privacy Day to request the tech giant become more private, according to Bloomberg.

‘Make Incognito Mode truly private, Twohill wrote in an email. ‘We are limited in how strongly we can market Incognito because it’s not truly private, thus requiring really fuzzy, hedging language that is almost more damaging.’

Twohill’s email and other employee documentation are among the court documents that will be reviewed in an Oakland, California, courtroom on Tuesday.

Incognito mode on Google advertises that other users will not be able to view browsing history – but doesn’t say the tech giant cannot view data.

‘Privacy controls have long been built into our services and we encourage our teams to constantly discuss or consider ideas to improve them,’ a Google spokesperson said in a statement.

‘Incognito mode offers users a private browsing experience, and we’ve been clear about how it works and what it does whereas the plaintiffs in this case have purposely mischaracterized our statements.’

The lawsuit further cites an email sent to CEO Sundar Pichai last year urging to make the tech giant more private for consumers

The lawsuit further cites an email sent to CEO Sundar Pichai last year urging to make the tech giant more private for consumers

US District Judge Yvonne Gonzalez Rogers will review the case. If found liable, Google could owe millions of consumers up to $1,000 per violation, according to Bloomberg.

The lawsuit also aims to hold the tech giant responsible for lacking transparency on the Incognito mode option that was believed to keep browsing private for users.

Consumers are suggesting Google change the language on the private browsing feature to make users aware that the tech giant can still gather their data.

By Vanessa Serna

Sourced from Mail Online

By Entrepreneurs’ Organization

Generate the right approach to building conversions by asking the right questions.

Feature Image Credit: Getty Images

By Entrepreneurs’ Organization

@EntrepreneurOrg

Sourced from Inc.

By

Want to drive more engagement with Instagram Reels? Wonder how the Instagram Add Yours sticker works?

In this article, you’ll learn how to place the Instagram Add Yours sticker in reels and find six ideas for using it to engage your audience, improve brand visibility, start trends, and more.

What Is the Add Yours Sticker for Instagram and Facebook Reels?

The Add Yours sticker is an interactive tool that you can use with Facebook and Instagram Reels. You may have noticed (or even tested) the Add Yours sticker that Instagram rolled out for Stories in autumn 2021.

The Add Yours sticker for Instagram (and Facebook) Reels is similar, aside from one key difference. Rather than prompting users to create stories, the Reels version of the Add Yours sticker invites users to contribute reels on a certain theme.

what-is-the-add-your-sticker-for-instagram-and-facebook-reels-example-1

If the Add Yours sticker sounds like a great tool for boosting awareness of your business and engaging your audience, you’re right. When you use this sticker on your Reels, you can get more eyes on your brand, collaborate with your audience, and potentially start trends. We’ll cover some specific use cases below.

When you create a Facebook or Instagram reel that includes an Add Yours prompt, anyone can engage with it. However, the outcome differs depending on the user’s account settings:

  • When users with public accounts tap the sticker, the Instagram or Facebook app automatically opens the Reels creation workflow and displays a disclaimer: Your reel will be added to a sticker page for this prompt.

Click HERE to read remainder of article.

By

Sourced from Social Media Examiner

Sourced from Entrepreneur

A “boring” company with a purposeful and consistent personality will bring about a positive emotional response from its target audience.

Some industries are tougher to market than others. Industries like hospitality, real estate, development, construction and the list continues. If you find yourself at the helm of a business in any of these fields —don’t fret — because you’re in good company. You just need to think more outside the box regarding .

The label of a “boring” company is subjective and doesn’t mean one iota that your business is that or unmarketable. It means that a cookie-cutter action plan won’t work for you, and that’s perfectly okay. Taking a “dull” or, dare to say, “unsexy” enterprise to the masses (or at the very least your ) means that creativity and looking at what you do with fresh eyes is going to be the thing that gets you noticed. When you look like everyone else, there’s no way to stand out from the crowd.

Introduce yourself

The best way to start the conversation is to introduce yourself. Have you ever met someone who starts telling you about their work yet somehow missed that vital step of telling you who they are or the backstory about how they got started? Even when communicating with your target audience, they still want and need to get to know you. How else will you build trust and show expertise in your field?

Humanized marketing focuses on the personal side of the consumer-business relationship, and it’s essential in the age of automation and artificial intelligence. All businesses have brand personality, or a set of human characteristics that shape how people feel about their mission, services or products. It pays to take the time to figure these out or revisit what you already know before tackling any future marketing campaigns.

A “boring” company with a purposeful and consistent personality will bring about a positive emotional response from its target audience. When an audience can get to know these companies, they start to see how they differ from similar companies in the area. This makes your company more likely to be chosen to work with when the time comes to use your services or products.

Not everyone will like your content

All businesses want to create content that appeals to a broader audience. It’s how they continue to build and attract attention beyond their usual customer base. While “boring” businesses might want to try all the latest marketing trends and be on popular platforms, they still need to create content that matches their company’s personality, targets the base they can best serve, and do it in a way that feels authentic. While that sounds like a lot, consider the opposite: pursuing anyone and everyone in a marketing free-for-all that leaves you overwhelmed with tough-to-carry-out content ideas and very little return on time investment.

Many businesses underestimate how interesting they are, so ditch the worries about the content being too humdrum to make an impact. A veterinary clinic might have more cute and furry faces to include in its marketing. Still, “boring” industries have many opportunities for eye-catching visuals and community connections. Get nerdy about your work, aim to educate people who might be curious, and use photos and videos. Need help doing it? Hire a digital marketer who understands your field and is well-versed in what works. Try the trendy stuff when it fits into your overall strategy. Let your company show off its expertise, and that weekly blog post or clever TikTok or Instagram Reels series might be what makes it all come together.

Become an expert

Businesses in the quieter industries might be concerned that they’re giving away too many details in their marketing. Sharing a day in the life of a real estate agent or common mistakes a contractor fixes when re-tiling a bathroom won’t necessarily inspire competition or make someone drive to a big box store in search of their next DIY project. Instead, it will provide value and position your business as one that helps earn trust and establish you as an expert.

The competition is still going to do business. Focusing too much on others, the digital marketing content they’re putting out and their follower counts only leads to losing focus on the goals of your business. Growing an audience takes time, and a dedicated following who knows and understands what you do will ultimately convert to revenue. Ask what people want to learn more about, focus your content on serving their needs and help people understand how a job in your industry gets done. Chances are there’s an audience for you who will appreciate it and turn to your business when they need support.

Your industry knowledge might seem mundane to you, but it’s exclusive insider information for an audience of potential customers. When your digital marketing content has a purpose, someone is bound to find it interesting. Think of all the times you’ve interacted with marketing focused on pitches and lead generation. People are likelier to stick around when a business offers way more than concern over its bottom line.

Know what you need

No matter the industry, an effective digital marketing strategy comes down to finding balance. It is not difficult to underestimate the time needed to plan posts, create newsletter content and engage with the community a business owner hopes to build. They are there to help business owners focus on what they do best to get where they want to go. Remember, there are marketing professionals who work with companies in industries that need a little more sparkle and shine to stand out. They will help your business share your skills and successes, so it can attract the attention it deserves.

Sourced from Entrepreneur

By Mike Barrett of Supernatural

And how to save it with creative technology

Dear advertising industry—clients, potential clients, partners, collaborators, creatives, strategists, brand marketers and everyone else who reads Muse by Clio:

Right now it feels like advertising is broadly disdained, even by the people who make it. Everywhere from Fishbowl to LinkedIn to recent surveys, advertising professionals are over it all. Among advertising professionals, more than half of us think that “advertising is a waste of time.” Two-thirds (66 percent) believe that “brands who express views on political or social issues are just trying to exploit them.” I could go on, but you get the point. Right now, we have a very low opinion of what we do.

And yet, what we do is important. Advertising is part of the critical infrastructure of modern life. Arguably one of the most critical pieces of infrastructure there is. Advertising is indispensable to capitalism, which for all its flaws remains the best source of social mobility in the U.S. and around the world. If capitalism is the engine of social mobility, advertising is the gasoline that it runs on.

Beyond that, advertising supports the free flow of information on the internet—if you like The New York Times, you like advertising. If you like the internet in general, you like advertising. The entire operating system that runs modern life, runs on advertising. In fact, the average consumer spends roughly 13 hours a day interacting with ad-supported media. Advertising either directly funds or heavily subsidizes the majority of sources that people use to decide everything from who they should vote for, to what they think about a range of social issues, to what they should do with their money.

It should alarm us all, then, that advertising is in as rough shape as it is. The people who make it don’t respect it, the consumers who watch it by and large don’t enjoy it, and the clients who fund it are increasingly frustrated with it. These are the problems we, collectively, need to address.

If advertising is to thrive, it needs to be better overall. Easier to make, so that the industry doesn’t turn over 30 percent of its employees every single year. More effective, so that clients are more able to make the business case for it. And above all, more enjoyable for the people who watch it, so they tune it out less.

But how can we make advertising better? Knowing that if some companies, leaders and innovators don’t start changing how we think and work now that the industry as we know it will die, we’re investing in technology. And in order for us to go a step further and embrace technology, it will need to be made by creative people. The industry is littered with companies who have made a technology solution that will work for creative people who adapt their process to the technology. These technologies fail because they are fundamentally backwards. We have to adapt the technology to the people, if we expect them to use it.

Together, we need to build technology for creative people, by creative people, to make the industry we work in a little bit better. Because advertising matters, not just for the people who make it, but for the free flow of information on the internet. We can’t let something so important to our everyday lives and something we really do love continue to struggle because we’re not willing to change.

By Mike Barrett of Supernatural

Sourced from Muse by Clio

By Jonathan Vanian

Facebook parent Meta

is opening up new avenues for advertising on Instagram and Messenger as the company seeks to reverse a downward trend in revenue that recently pushed the stock price to its lowest since early 2019.

In an event for advertisers on Monday, Meta introduced a new way for advertisers to display ads on Instagram’s explore page, which shows content to users based on their preferences and routines, and on the profile pages of all public, non-teen Instagram users. As part of a new test of the ad format, select influencers will be able to allow ads to appear on their feeds as a potential source of revenue.

On the Messenger messaging service, Facebook is launching a tool that uses machine learning software to show ads intended to “reach people who are most likely to make a purchase,” said Maz Sharafi, Meta’s vice president of marketing and growth for business messaging. Sharafi noted that “the important thing here is that we do not use message content for ads,” implying that the company will not analyse Messenger messages to determine which ads get placed.

The announcements come just three weeks before Meta is scheduled to release its third-quarter earnings report, which is expected to show a second straight period of declining revenue. The company gets substantially all of its sales from mobile ads, a business that’s been hammered this year because of Apple’s

privacy updates to its operating system as well as a sputtering economy and rising competition from TikTok. Meta’s stock has lost close to 60% of its value this year.

As Meta looks to the future, the company is banking on the emergence of virtual reality and the metaverse to drive growth. It’s now starting to experiment with how advertisers will exist in that world.

Meta said it’s testing augmented reality ads within Instagram’s main feed and stories feature, said Nicola Mendelsohn, Meta’s vice president of the global business group, at the ad event. Most consumers experience AR today when they interact with the digital filters that decorate the photos and videos they see on social media services like Facebook and Snapchat.

“Through the AR experience, brands can encourage people to actually try out and try on that product or interact with effects from their surroundings,” Mendelsohn said.

Another new option for businesses on Instagram is an ad product called multiadvertiser ads that will show users a carousel of related promotions to accompany the original ad. Meta didn’t providing pricing details on any of its new offerings.

One of Facebook’s primary challenges this year has been its hefty investments in its TikTok competitor called Reels, because there isn’t yet an established ad format for short-form, viral videos.

To try to take advantage of the growing popularity of Reels, Meta is debuting what it calls post-loop ads, a new ad format for creators and companies. A creator can run these short video ads of their partners in between their Reels. That feature is only available on the core Facebook app.

Additionally, businesses have the option of embedding a carousel of ads onto the bottom of a creator’s Reels if approved by the creator.

Clarification: This story has been updated to clarify that ads will be rolled out to all Instagram users.

Feature Image Credit: Onur Dogman | Lightrocket | Getty Images

By Jonathan Vanian

@jonathanvanian

Sourced from CNBC

By

Government agencies and private security companies in the U.S. have found a cost-effective way to engage in warrantless surveillance of individuals, groups and places: a pay-for-access web tool called Fog Reveal.

The tool enables law enforcement officers to see “patterns of life” – where and when people work and live, with whom they associate and what places they visit. The tool’s maker, Fog Data Science, claims to have billions of data points from over 250 million U.S. mobile devices.

Fog Reveal came to light when the Electronic Frontier Foundation (EFF), a nonprofit that advocates for online civil liberties, was investigating location data brokers and uncovered the program through a Freedom of Information Act request. EFF’s investigation found that Fog Reveal enables law enforcement and private companies to identify and track people and monitor specific places and events, like rallies, protests, places of worship and health care clinics. The Associated Press found that nearly two dozen government agencies across the country have contracted with Fog Data Science to use the tool.

Government use of Fog Reveal highlights a problematic difference between data privacy law and electronic surveillance law in the U.S. It is a difference that creates a sort of loophole, permitting enormous quantities of personal data to be collected, aggregated and used in ways that are not transparent to most persons. That difference is far more important in the wake of the Supreme Court’s Dobbs v. Jackson Women’s Health Organization decision, which revoked the constitutional right to an abortion. Dobbs puts the privacy of reproductive health information and related data points, including relevant location data, in significant jeopardy.

The trove of personal data Fog Data Science is selling, and government agencies are buying, exists because ever-advancing technologies in smart devices collect increasingly vast amounts of intimate data. Without meaningful choice or control on the user’s part, smart device and app makers collect, use and sell that data. It is a technological and legal dilemma that threatens individual privacy and liberty, and it is a problem I have worked on for years as a practicing lawyer, researcher and law professor.

Government surveillance

U.S. intelligence agencies have long used technology to engage in surveillance programs like PRISM, collecting data about individuals from tech companies like Google, particularly since 9/11 – ostensibly for national security reasons. These programs typically are authorized by and subject to the Foreign Intelligence Surveillance Act and the Patriot Act. While there is critical debate about the merits and abuses of these laws and programs, they operate under a modicum of court and congressional oversight.

Domestic law enforcement agencies also use technology for surveillance, but generally with greater restrictions. The U.S. Supreme Court has ruled that the Constitution’s Fourth Amendment, which protects against unreasonable search and seizure, and federal electronic surveillance law require domestic law enforcement agencies to obtain a warrant before tracking someone’s location using a GPS device or cell site location information.

Fog Reveal is something else entirely. The tool – made possible by smart device technology and that difference between data privacy and electronic surveillance law protections – allows domestic law enforcement and private entities to buy access to compiled data about most U.S. mobile phones, including location data. It enables tracking and monitoring of people on a massive scale without court oversight or public transparency. The company has made few public comments, but details of its technology have come out through the referenced EFF and AP investigations.

Fog Reveal’s data

Every smartphone has an advertising ID – a series of numbers that uniquely identifies the device. Supposedly, advertising IDs are anonymous and not linked directly to the subscriber’s name. In reality, that may not be the case.

Private companies and apps harness smartphones’ GPS capabilities, which provide detailed location data, and advertising IDs, so that wherever a smartphone goes and any time a user downloads an app or visits a website, it creates a trail. Fog Data Science says it obtains this “commercially available data” from data brokers, permitting the tool to follow devices through their advertising IDs. While these numbers do not contain the name of the phone’s user, they can easily be traced to homes and workplaces to help police identify the user and establish pattern-of-life analyses.

a screenshot showing a text box with a row of icons at the top over a satellite view of a neighborhood
Fog Reveal allows users to see that a specific mobile phone was at a specific place at a specific time. Electronic Frontier Foundation, CC BY

Law enforcement use of Fog Reveal puts a spotlight on that loophole between U.S. data privacy law and electronic surveillance law. The hole is so large that – despite Supreme Court rulings requiring a warrant for law enforcement to use GPS and cell site data to track persons – it is not clear whether law enforcement use of Fog Reveal is unlawful.

Electronic surveillance vs. data privacy

Electronic surveillance law protections and data privacy mean two very different things in the U.S. There are robust federal electronic surveillance laws governing domestic surveillance. The Electronic Communications Privacy Act regulates when and how domestic law enforcement and private entities can “wiretap,” i.e., intercept a person’s communications, or track a person’s location.

Coupled with Fourth Amendment protections, ECPA generally requires law enforcement agencies to get a warrant based on probable cause to intercept someone’s communications or track someone’s location using GPS and cell site location information. Also, ECPA permits an officer to get a warrant only when the officer is investigating certain crimes, so the law limits its own authority to permit surveillance of only serious crimes. Violation of ECPA is a crime.

The vast majority of states have laws that mirror ECPA, although some states, like Maryland, afford citizens more protections from unwanted surveillance.

The Fog Reveal tool raises enormous privacy and civil liberties concerns, yet what it is selling – the ability to track most persons at all times – may be permissible because the U.S. lacks a comprehensive federal data privacy law. ECPA permits interceptions and electronic surveillance when a person consents to that surveillance.

With little in the way of federal data privacy laws, once someone clicks “I agree” on a pop-up box, there are few limitations on private entities’ collection, use and aggregation of user data, including location data. This is the loophole between data privacy and electronic surveillance law protections, and it creates the framework that underpins the massive U.S. data sharing market.

AP investigative journalist Garance Burke explains how she and her colleagues uncovered law enforcement use of Fog Reveal.

The need for data privacy law

Without robust federal data privacy safeguards, smart device manufacturers, app makers and data brokers will continue, unfettered, to utilize smart devices’ sophisticated sensing technologies and GPS capabilities to collect and commercially aggregate vast quantities of intimate and revealing data. As it stands, that data trove may not be protected from law enforcement agencies. But the permitted commercial use of advertising IDs to track devices and users without meaningful notice and consent could change if the American Data Privacy Protection Act, approved by the U.S. House of Representatives Committee on Energy and Commerce by a vote of 53-2 on July 20, 2022, passes.

ADPPA’s future is uncertain. The app industry is strongly resisting any curtailment of its data collection practices, and some states are resisting ADPPA’s federal preemption provision, which could minimize the protections afforded via state data privacy laws. For example, Nancy Pelosi, speaker of the U.S. House of Representatives, has said lawmakers will need to address concerns from California that the bill overrides the state’s stronger protections before she will call for a vote on ADPPA.

The stakes are high. Recent law enforcement investigations highlight the real-world consequences that flow from the lack of robust data privacy protection. Given the Dobbs ruling, these situations will proliferate absent congressional action.

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Sourced from The Conversation