Digital Marketing News 12/27/2022 – 01/02/2023

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Twitter Provides Advertisers with Enhanced Ad Placement Controls

Twitter reaffirms their commitment to brand safety with the introduction of Adjacency Controls for advertisers and Third-Party Brand Safety Measurement.

Since taking over as Twitter’s head honcho whatsapp number database Elon Musk has greenlighted significant and somewhat questionable changes to the platform, which have left advertisers unsure of their impact on brand safety. To assuage advertisers’ growing concerns, Twitter announced two new ad placement controls, the Adjacency Controls and the Third-Party Brand Safety Measurement.

Adjacency Controls serve as brand safety controls for advertisers. They’re pre-bid controls that prevent ads from appearing adjacent to Tweets in Home Timelines that use keywords you want to avoid. For now these controls only apply to Tweets in English, but rollout to other languages will follow soon. With Adjacency Controls,

Aims to increase ad relevance on their platform

Twitter also introduced their third-party why you should advertise on instagram brand safety measurement initiative. In early Q1 2023, DoubleVerify and Integral Ad Science will offer their post-bid brand safety reporting for Tweets in the Home Timeline. The report will let advertisers know the context in which their ads served, based on the Global Alliance for Responsible Media (GARM) Brand Safety & Suitability Framework.

DoubleVerify and Integral Ad Science will provide independent validation of Twitter’s brand safety efforts and prevent unsafe placements for all advertisers. They will also verify the effectiveness of Adjacency Controls to ensure brand suitability.

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Google Analytics 4 Allows Users to Recreate Universal Analytics Audiences

You can also personalize the Home page to make the transition to GA4 easier.

Now you can use the GA4 Migrator for Google Analytics Google Sheets add-on to recreate audiences from a Universal Analytics (UA) property in a Google Analytics 4 (GA4) property.

Audiences based on dimensions and metrics that are the same in UA and GA4 can be recreated as is. When the audiences use dimensions and/or metrics that differ between UA and GA4, you can edit the audience definitions in the spreadsheet to use the relevant GA4 dimensions and metrics.

Each audience in the spreadsheet has information about whether the audience is available for recreation; if it isn’t, the spreadsheet has information about why. Editable audience conditions are included so you can modify them before recreating them.

Here’s what you’ll need before you can start using the GA4 Migrator tool

1. Install the add-on from the Google europe email Workspace Marketplace. You can also access the add-on store listing through the Google Sheets menu by selecting Extensions > Add-ons > Get add-ons, and searching for GA4 Migrator for Google Analytics.
2. Open the add-on listing, and click “Install” to install the add-on.
3. Follow the prompt to complete the installation process.
4. After you’ve finished installing the add-on, open Google Sheets. Use the same Google Account that has at least the Viewer role for your Universal Analytics property and at least the Editor role for your Google Analytics 4 property.Create a new Google Sheet, and activate the add-on sidebar by selecting Extensions > GA4 Migrator for Google Analytics™ > Migrate audience definitions to GA4 from the menu.
5. After you’ve installed and activated the Google Sheets add-on, follow these steps:
6. Import audience definitions from your Universal Analytics property to a Google Sheet.
7. Decide how you want to export audiences from your Google Sheet to your Google Analytics 4 property.
8. Export your audiences from the Google Sheet to your Google Analytics 4 property.

For detailed step-by-step instructions on audience recreation, visit the Analytics Help page.