We are back
And that means we are more than ready to bring you 5 digital summer news.
Cookies are staying, LinkedIn will soon be ready with its own AI tool, and then Amazon will unite OOH and Augmented Reality.
Make yourself comfortable.
It’s time for the August edition of Xtracts, your digital news overview.
1. Cookies will remain
Over the past four years, Google’s cookie phase-out has been moved and changed a countless number of times. And now, once again, there has been a change: it has been cancelled.
After facing great opposition and criticism, Google has concluded that it is not beneficial to continue the planned phase-out. Instead, they keep cookies and put more effort into their Privacy Sandbox so that users can make more informed choices about their privacy – with the ability to change those choices at any time.
One would have expected a big sigh of relief from all employees in marketing departments worldwide. It just wasn’t quite like that. Because it may not be of great importance, as regulations for user privacy are constantly being tightened, and several companies have now invested time and effort in cookie-less solutions.
Source: Marketing Dive
2. Google expands work on AI security
AI is one of the fastest growing technologies. It entails a lot of exciting and beneficial elements, but at the same time it also poses a risk on several fronts.
Therefore, you see more and more large companies establishing agreements and forums that relate to security measures that must be able to handle the unique risks and problems that come with AI.
Google is the latest to put an initiative on the table to help avoid hacks and data breaches, and several of the major tech players have already signed up to the initiative.
However, none of these initiatives are enacted laws – and therefore not punishable in the event of a violation.
Still, it is seen by most as a positive development, as the problematic side of AI is brought into focus. However, some speculate whether these initiatives are about keeping future official tightening and restrictions at bay.
Regardless, the EU and other regulators are currently investigating the problems with AI, but actual rules are a long time from coming into place – perhaps even only after the damage has been done. Therefore, for the time being, we must make do with the companies’ mutual agreements and hope that it is enough.
Source: Social Media Today
3. Apple Maps is coming to browsers – and that could be important
In 2012, Apple launched its own map function to all iPhones: Apple Maps. And now, 12 years later, it is getting its biggest expansion ever. Apple Maps has become available in web browsers – which may mean that Google Maps will have great competition.
On the web, it is possible to use a large part of the same functions as in the mobile version: see guides, order food directly from Maps, explore cities and get information about companies.
For now, it’s only available in English and compatible with Chrome and Safari on Mac and iPad, and Chrome and Edge on Windows computers, but Apple has plans to expand with languages and browsers – and even additional features.
Source: The Verge
4. Amazon sets new limits for OOH marketing
“There’s more to imagine, when you listen”
That’s the message of Audibles, Amazon’s leading audiobook platform, recently launched campaign. The world’s largest global Augmented Reality (AR) campaign, set to reach over 60 million people worldwide.
Leveraging WinDOOH technology, the campaign shows how wearing headphones and listening to books can spark the imagination and transport the listener away from the everyday and into extraordinary worlds, inspired by book titles from the app.
The technology integrates the images from 4K weather-resistant cameras with visual effects and animations that enable AR experiences directly on the screen – without the use of a mobile phone.
With the campaign, Amazon sets new limits for what is possible with OOH (out-of-home) marketing. Maybe it affects future campaigns?
Source: The Drum
5. LinkedIn will soon be ready with its own AI tool
Currently, LinkedIn is rolling out its very own AI-powered campaign tool, Accelerate, to the platform.
Like other campaign tools, seen on similar platforms, it intends to significantly streamline the campaign process. Instead of spending hours setting up a campaign, the goal is to reduce the time to minutes.
When you use Accelerate, you are recommended an end-to-end campaign and automatic optimizations to reach the right B2B audience. It is then possible to adjust all aspects to suit the advertiser’s wishes before the campaign is launched.
If all goes well, Accelerate will be ready for use before the end of the year. So, you don’t have to wait long before you can see it in action.
Source: Digiday