Industry Roundup – November 2024

From hot topics, to news worthy updates, here are the latest headlines in digital marketing and franchise for November 2024:

Google Rolls Out First-Party Data Solution For Analytics Users

Google Analytics now lets advertisers use first-party customer data to improve ad targeting with its new feature called Customer Match, currently in beta testing. As the digital advertising industry transitions to a cookie-less future, this development provides marketers with innovative methods to sustain effective targeting while addressing user privacy concerns. Learn more on it here.

IFA 2024 Toolkit

Location3 had a feature in the International Franchise Association 2024 Supplier Source Toolkit, authored by Josh Allen, CFE. The article examines how franchisors can develop demand gen media programs to fuel performance of hyper-local franchisee marketing campaigns and deliver increases in customer acquisition and revenue. Download your free copy here.

TikTok Adds New Gen AI Video Creation Tools for Marketers

TikTok wants to help brands make content for the platform with its new AI tool, Symphony Creative Studio. The tool generates TikTok-style video clips based on a product description or URL. It can pull images directly from a website to build videos that align with TikTok’s popular trends. The recent launch of TikTok’s search ads and Smart+ expands business opportunities by providing greater control over ad placements, improved targeting and easier campaign management. Advertisers using these features alongside in-feed ads have seen a 20% increase in conversions with a similar CPA. Approximately 92% of its users interact with content they view, making it a prime platform for engagement, so companies that strategically integrate TikTok into their media mix could easily outshine their competitors. Continue here.

DOJ pushes for Google to break off Chrome browser after antitrust case

A proposed breakup filed in November by the U.S. Justice Department calls for Google to sell its industry-leading Chrome web browser. It also wants to impose restrictions designed to prevent its Android smartphone software from favoring its search engine. The Department of Justice’s push could create one of the most significant disruptions in the advertising landscape, as digital marketers would be facing an even more fragmented ecosystem. Read more here.

LinkedIn Shares Data-Backed Ad Tips