David Tutin

Wow what a story by Adalytics. But is this really a surprise with the fragmentation and scale of our lumascape? https://lnkd.in/ei2hPzHk What are they doing? Injecting IDs to get better matching to DSPs and thus more revenue through the pipes. While this is straight up fraud, it's important to note that cookies themselves can be misrepresented due to the amount of data added to them. What are your thoughts on this topic? Let's start a conversation. #dsp #ssp #media #advertising #adtech #programmatic #marketing

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If you use GA4, Floodlight Tags, Facebook Pixels, Google ads tags or any other website tracking you need to read on 👇 As you are (probably) aware - it is illegal for you to track any (yes, any) visitors from the EU, California or UK unless they give permission through a 'cookie consent' popup. In 2024 the Australian Privacy Act is due for an overhaul - and soon Australian Websites will need to roll cookie Consent out for Australian users too. Unfortunately, this is not as simple as ticking a box and installing the popup. My guide will help you understand how Cookie Consent Platforms (CMP's) work, and how to integrate them with your Google Tag manager. CookieYes - https://fas.st/t/gHhPooDF More info at bangdigital.com.au - https://lnkd.in/gmEAsEzy #cookieconsent #privacyawarenessweek #PAW #googleTagManger #cookies #ga4 #bangdigital

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How was my #linkedin feed missing this RMN news this week? Asking for a friend: As RMN become a prominent activation layer, do programmatic shopper data costs decrease? If that is the case, it is example of how leverage is moving from data brokers to publishers. #retailmedianetworks #shopperdata #performancemarketing #cpg

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Big Internet companies are making suboptimal decisions to push market valuation. We see more and more ads in search results, in news feeds, everywhere, and not enough care for the people who are actually creating content. Ahrefs intends to stay independent and focus on helping people to make useful content and to make it more accessible, with the ultimate goal of building a search engine that shares profit with content creators. https://ahrefs.com/ Ahrefs #SEO #BusinessStrategy #Marketing

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So true. Google Ads used to be the gold standard. Not anymore. It's frustrating. Here are 5 reasons why Google Ads is losing its shine: 1. Machine Learning Overload. ↳ You used to control everything. ↳ Now, algorithms make the calls. 2. Less Flexibility. ↳ Google Ads feels rigid. ↳ Programmatic marketing is more adaptable. 3. Testing Limitations. ↳ Keywords, demographics, landing pages—harder to test now. ↳ You miss the granular control. 4. Rising Costs. ↳ Ad costs are climbing. ↳ ROI is shrinking. 5. Better Alternatives. ↳ Platforms like Programmatic offer more. ↳ They are consumer-friendly and flexible. Digital marketing is evolving. Adapt or get left behind. Google Ads still has a place. But it's no longer the first step. Stay ahead. I agree with Melissa Meredith: Embrace change.

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Well this is certainly something I hadn't seen before. Earlier this morning I Googled a long-tail "how to" search query to refresh my memory on calculating a specific metric within GA4. Not only did I receive an AI-generated answer, but below that was an additional AI result to test my understanding of the topic. This included T/F questions, multiple-choice, and flashcards all interactive right on the SERP. If you happen to answer incorrectly, it'll show you a "See why" popup explaining the reasoning behind the correct answer. Lastly, it gave the option to try more practice questions around the topic initially searched for. Has anyone else seen or interacted with this recently? Lily Ray Aleyda Solís Barry Schwartz John Mueller #ai #seo #google #searchengineoptimization

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Such a key component to my growth as an SEOer is delegation. Delegating was pivotal in transitioning into an SEO manager and continues to persist as an independent consultant. The fact is, as strategists, we have to understand what resources we have, both internally and externally, that can support our vision... Whether it's working with a content team, DevOps, or your immediate team, and how they can best support you SEO program. This isn't a call to shout orders from a cushiony view from a manager's chair. This is a reminder that you are responsible for the SEO strategy, including the various pieces and routes, teams and processes, there in. #SEO #SEOtips #management

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Eli Schwartz has some interesting views on SEO, particularly around challenging the notion that rankings equal conversions. His comments at the beginning of this interview on AI overviews are very interesting - publishers need to now focus on middle of funnel than broad top of funnel searches. Winning page one of top of funnel might be great to report back on, but do they result in conversions? https://lnkd.in/exEi8zPi

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Really interesting data in the latest report from Fospha with TikTok being hugely under-reported on Google Analytics This often leads to companies looking at top line metrics in GA and saying TikTok isn't working. It's very rare that someone is logged into TikTok on mobile and desktop (unlike Meta) which makes tracking much more difficult, especially if you're using a blunt and biased tracking instrument like GA. The report also shows that TikTok massively outpacing the competition as a platform for new customer acquisition. We know TikTok is increasingly becoming a popular platform for product discovery, even overtaking Google for some cosmetics and apparel searches! TikTok has seen a growth of 170% in the past 12 months compared to Meta at 66%. I appreciate it was starting at a lower base but it's great to see the investment continue to rise on the platform. The report also outlines that TikTok shows an impressive +12% relative ROAS. What's interesting here is that TikTok retained a strong relative ROAS despite spend levels nearly tripling in a year meaning that TikTok spend can scale with performance not dropping (if you're tracking correctly)! Quick summary: ✅ TikTok continues to grow in terms of brand ad spend faster than other channels ✅ TikTok attribution is hugely under reported in GA ✅ More brands advertising on TikTok means your competition is higher ✅ Still the most important thing for TikTok ads is the creative - even moreso with greater competition on the platform I've put a link to the report in the comments, well worth a read! #tiktok #tiktokmarketing #tiktokstrategy #ecommerce

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Stark (and obvious) correlation between refund % and % of COD orders for meta campaigns. What are some use cases for this data? I'm thinking of an early alert for rise in COD orders so you can make changes in campaigns and reduce returns by 2-3%.

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⏰🔔 Top SEOs to follow lists on LinkedIn ⏰ 🔔 What criteria is being used! Most frequent posting, generic advice or repackaged ideas from agencies gone past. Don't get me wrong there are some well respected names usually on these lists who I generally trust pushing the boundaries through transparency to give good advice, but you also get names thrown in the hat (since when has NP been relevant for SEO in the last ten years!) based on frequency of posting on the platform, tiktok and other social channels. It should not be a popularity contest. My advice. Craft your own path don't blindly listen or follow SEO experts or view context less graphs/charts or processes. Beware shinny object syndrome. Experiment. Test. Tweak. Ship and then monitor for feedback loops, then tweak further in an optimisation cycle whatever the *tactic. *Most SEO advice on here is tactical and lacks strategic direction. Isolated activity. Think hollistically.

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Most industry experts say CPC caps are unnecessary The idea is that the CPC is balanced against the RPC 🐂 "A $200 click is justified if it delivers $1,000 in value" they say "You wanted a 5x, why the complaining?" they say This misses the point Price is supposed to be set by supply & demand In Google's world - price is set by an algorithm that knows the maximum amount possible for you to pay. Demand from competitors could be near 0 There could be a high volume of searches (high supply) But, if you let Google charge you $200 they still will I don't care what the industry thinks. Set caps #GoogleAds #SEM #PaidSearch #PPCchat

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Just 2 more days - will I see you in Köln? I'll be there with the Digiseg team. Curious about any of these, get in touch! ➜ Cookieless targeting that scales ➜ Adding real-world data to your 1P audiences ➜ Simple, cost-effective campaign measurement

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We've spent 152% MORE on Facebook ads YoY, at a better ROAS This podcast episode breaks down exactly how we're doing it: Spotify: https://lnkd.in/eCehkCzc Apple: https://lnkd.in/e3ZnSwEM Youtube: https://lnkd.in/eE_SVxkW (Also - none of this really matters. Our FB ad tactics aren't the reason we're growing top & bottom line crazy fast this year, but everyone asked me for this episode... But as long as you just build a dope brand, then spend money on ads in a way that's simple & cheap for you to manage, and track it in a way that's connected to real business results then you'll be fine)

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The billion-dollar one person SEO agency. In my latest article for Search Engine Land I look to see if it is fiction or the future. https://lnkd.in/eZwbayTc

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Some good insights/info here regarding core updates.

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In talks with an 8 figure brand who believes Meta's traffic campaigns are the only way to scale. I've never seen a test outcome which shows traffic campaigns drive incremental customer acquisition. If you have, please let me know. I would like to see either: → A conversion lift test on traffic campaigns → UTM pathways showcasing traffic clicks path waying into conversion campaigns.

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🎙️ This week on The Big Story: Josh Walsh of BranchLab discusses why a ban on TV drug ads under the Trump administration is unlikely, despite rising scrutiny. Plus, we dive into Forrester’s new SSP wave report. 🎧 Tune in for the full breakdown!

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Important reading for DMOs: If you are blocking crawlers to prevent AI companies from scraping your content, you also risk reducing your visibility in Google Search results. Proceed with caution! "Google uses a separate crawler for some AI products, such as its chatbot Gemini. But its main crawler, the Googlebot, serves both AI Overviews and Google search. A company spokesperson said Googlebot governs AI Overviews because AI and the company’s search engine are deeply entwined. The spokesperson added that its search results page shows information in a variety of formats, including images and graphics. Google also said publishers can block specific pages or parts of pages from appearing in AI Overviews in search results — but that would also likely bar those snippets from appearing across all of Google’s other search features, too, including web link listings." #destinationmarketing

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