From the 24th October Facebook will be offering advertisers first-party cookies for Facebook Pixel tracking. This means that advertisers will be able to continue targeting ads and measuring campaigns without having to rely on third-party cookies which has been the option to date. It coincides with the news that whilst ad spend has increased again following the Cambridge Analytical scandal, advertisers have seen a significant drop in ROI and Facebook needed to respond to keep their market share.
The new tool will help marketers better access data from Apple’s Safari, something that has been difficult since the launch of Apple’s Intelligent Tracking Prevention which essentially blocked cookies that don’t have a first party link to the user.
Advertisers won’t be forced to use the new first-party cookie solution but the data available without it will be more limited.
Twitter UK’s profits and number of staff falls
Whilst this may not be an unexpected announcement it is one that will send waves through the world of social media as it suggests that despite the updates and new features that have been implemented in recent months, there will not be a change in fortune for the platform anytime soon. That said, we shouldn’t forget that there are still around 12.6 million active users in the UK and it is still an incredibly valuable platform for businesses to interact and engage with followers and potential customers.
Instagram rolls out scannable nametags to all users
We recently reported that Instagram had introduced scannable nametags to some users accounts and this week we have heard that it has been officially rolled out to all users. Essentially it enables you to use the Instagram camera to scan another user’s nametag which brings up a preview of their profile and a quick line to follow. It follows in the footsteps of Snapchats Snapcodes or Messenger codes on Facebook Messenger but for many UK users the question is why the focus on QR codes? Essentially it is because social media is used differently around the world. Whilst the usage of QR codes remains low in Western Countries they are big business in other areas including Japan and China where QR code-enabled transactions totalled more than $1.65 trillion in 2016. From a business point of view, it would be beneficial to update your nametag and ensure you have posters around your location to help people quickly and easily connect with your brand.