AdParlor August 2023 Newsletter: Social Media Updates 1.0

Reddit Has Finally Put a Label on It and Made It “Official”

In late June, Reddit started testing an “Official” label on selected profiles to increase transparency and help Redditors, moderators, and communities quickly identify organizations and to help build trust across the platform. The main goal of the test is to help find ways to increase authentic engagement between organizations and users. Reddit hopes this will help reduce the number of profiles that are impersonating other profiles. This test is still in the early stages and only on a few selected profiles. The “Official” label doesn’t unlock special privileges and is only a visual indicator of an authenticated profile. The “Official” label is separate from the existing “Promoted” label, which continues to be the only indicator of a paid ad.

AdParlor POV:

Brand safety is not a new concern and is something that is always top of mind for every organization. We are excited to see Reddit putting in work to help improve their brand safety with this new “official” label test. Even though the label has only been rolled out to a few selected organizations, we feel improvement to trust and transparency is something all users like to see. We look forward to seeing how this test performs and what the large scale roll out will look like.

Source: Rolling Out an Initial Test for Organizations on Reddit

Disruption Incoming: What iOS 17 Could Mean for You

With the new iOS 17 update rolling out in September, Apple continues to focus its efforts on limiting the ability to access consumer data. The iOS 17 update will remove URL tracking parameters from links accessed in its Mail and Messages apps along with removing them from Safari Private Browsing. The new Mail Privacy Protection (MPP) will hide IP addresses and prevent senders from knowing when an email is opened, significantly impacting email marketing metrics such as open rates and engagement. Apple’s new Link Tracking Protection feature, user-identifiable information will be stripped from URLs accessed within Safari Private Browsing, Messages, and Mail.

This is going to make it difficult for marketers to truly measure the success of a campaign, however, Apple is helping advertisers deal with the upcoming change by extending its Private Click Measurement solution, a privacy focused alternative for tracking ad attribution to make it available for Safari Private Browsing. Apple isn’t the only organization making strides to limit access to consumer data, though. Google Chrome is still planning to phase out third-party cookies gradually, starting from midway through 2024.

“Safari is the second most used browser, taking up 18.38% of the worldwide market share”

AdParlor POV:

Only time will tell the true impact of Apple and Google’s tracking limitations. Apple’s iOS 17 update will have an impact but the tracking limitation primarily only affects Safari’s Private Browsing. However, it’s important to note that Safari is the second most used browser, taking up 18.38% of the worldwide market share. Even in light of this, we feel the impact won’t be as devastating as the first iOS 14 roll out. We actively and consistently stress the importance for marketers to prioritize gaining consumers’ consent to collect first-party data to ensure they are as “cookie-proof” as possible.

Source: What Apple’s iOS 17 privacy shift means for marketers

Meta launches LLaMA 2

2023 has felt like the year of mass AI releases and improvements and Meta is keeping that train rolling by releasing an update to their previously announced LLaMA (Large Language Model Meta AI) technology with Llama 2. While the model is still in testing, it has outperformed its predecessor in various tasks, including language translation, summarization, and question answering. The goal of Llama 2 is to enable more immersive and interactive AI experiences across Meta’s platforms, such as on Oculus virtual reality devices and the Meta app. Meta hopes to enhance virtual personal assistants, chatbots, and other AI-powered features to provide more realistic and contextually accurate responses. Privacy and safety have also been at the forefront of conversations surrounding AI and Meta has emphasized its commitment to privacy and safety with the development of Llama 2. The model has undergone extensive testing to mitigate biases, ensure better user experiences, and protect against potential misuse.

You can take a peek inside the model by visiting Meta’s “Inside the Model” page. The technology is free for research and commercial use, similar to other open AI technologies like GPT-4. If you’re like us, you’ve probably been trying to keep the long list of new AI technologies straight and we loved the recent comparison Neoteric released. TLDR: deciding which AI experience is right for you will vary depending on what tasks you’re looking to complete.

AdParlor POV:

As more AI experiences roll out, it’s important for marketers to adapt and find ways to integrate the tools in daily tasks. Llama 2’s improved language processing and understanding capabilities can impact media buying strategies. As the model enhances natural language generation, it opens up possibilities for more immersive and interactive AI experiences in Meta’s platforms. Media buyers should explore leveraging this technology to develop more nuanced and contextually relevant ad campaigns. New AI tool abilities can specifically hold relevance for media buyers engaging with international audiences. The enhanced translation capability can facilitate the creation of localized ad content, enabling more effective targeting and engagement with diverse markets. However, media buyers should also consider potential challenges and implications. While Llama 2 presents exciting opportunities, it’s necessary to evaluate the model’s performance and potential biases. Media buyers should closely monitor how the language model generates content and ensure it aligns with their brand values and messaging.

Source: Meta releases advanced Llama 2 large language model to power new AI experiences


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About AdParlor

AdParlor, an agency established in 2008 and now a division of Fluent (NASDAQ: FLNT), is a leading provider of data-driven digital media strategy and execution that unlocks explosive growth for world-class and disruptive brands.  Through our GrowthFuel framework we offer proprietary performance marketing solutions that have scaled our clients’ programs profitably, with our clients’ success being our sole agenda.  Our custom technology solves problems related to creative insights, creative production, real time cross-platform reporting and more.  Brands choose AdParlor because our unmatched expertise in ecommerce digital media delivers impactful full-funnel performance campaigns for profitable growth.

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