How Silicon Valley Serves the US State Department

mintpressnews | December 25, 2019

acebook’s Mark Zuckerberg is in the spotlight for “dining with far-right figures,” and their influence over the information that appears in your feed is apparent. However, Facebook isn’t the only Silicon Valley firm that’s masquerading as nonpartisan as it curates the “facts” you see in ads, posts, or searches: Google, Twitter, Microsoft, and others are deeply wedded to the U.S. security state and the billionaires it upholds. Walter Lippmann’s groundbreaking 1922 study of the news media, “Public Opinion,” begins with a chapter titled, “The World Outside and the Pictures in our Heads,” in which he presents the media as a bottleneck through which information about the world beyond the perception of our senses must pass. Aside from the question of which stories get passed through that bottleneck, which information about an event that survives the crucible of condensation into an article, news bulletin or wire is determined by the biases of the writer and editor. In turn, control over that information bottleneck gives the controller incredible power to shape the consciousness of readers about “the world outside” – the “manufacturing of consent,” as Lippmann originally described it.

Spotlight

It is easy to assume that influencer marketing is a fairly new concept, now that social media and other modern-day internet tools have become so pervasive. But it isn’t. In the 1940s, a study in political communications called the “Multistep flow model” claimed that most people are influenced by opinion leaders and by information that is second hand. We can easily assume that the same claims extend to the supply chain.

Spotlight

It is easy to assume that influencer marketing is a fairly new concept, now that social media and other modern-day internet tools have become so pervasive. But it isn’t. In the 1940s, a study in political communications called the “Multistep flow model” claimed that most people are influenced by opinion leaders and by information that is second hand. We can easily assume that the same claims extend to the supply chain.

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Candid acquires PR and corporate communications agency Coopr

Candid, Coopr | September 06, 2021

Candid announces that communication agency Coopr is joining the Candid platform. The founders, Jody Koehler and Jos Govaart, will join as partners of Candid and at the same time will continue as the management of Coopr. With this latest acquisition, Candid is taking the next step in bringing together all marketing and communications disciplines into a fully integrated platform for advertisers Coopr was founded in 2009, is based in Rotterdam and Antwerp and works for well-known clients such as adidas, Coca-Cola, Coolblue, LinkedIn and TikTok Coopr will continue to operate as an autonomous agency under its own name within the Candid platform. "By joining the Candid platform, we retain our individuality, but we can immediately deepen and broaden our offer and at therefore offer our clients more integrated and other disciplines", say owners Jody Koehler and Jos Govaart. "In addition, the correlation between PR and other communication disciplines is more relevant than ever. Good brand ideas are most credibly propagated through PR efforts." By becoming part of the Candid platform, Coopr can now also shape its ambition with regard to further internationalization with a London branch in the not too distant future. Ruud Wanck, CEO of Candid: "Coopr is an absolute premium brand in the field of PR and corporate communication. Their entrepreneurial spirit fits in perfectly with our platform strategy in which we bring together strong and distinctive agencies into an integrated platform. Within Candid, agencies retain their own culture and identity, but our clients always have direct access to our services across the full range of the marketing and communication profession. With the acquisition of Coopr, we now also have a leading agency within our platform in the – increasingly important – field of PR and corporate communication." This expansion fits in seamlessly with Candid's ambitions to grow. Through acquisitions of media agencies STROOM, M2Media and BBK media, digital agency Online Company and digital experience agency Havana Harbor, social media expert Daily Dialogues, advertising agency XXS, global brand design specialist Millford and marketing innovation agency Cogonez, Candid became the largest independent marketing and advertising platform in the Netherlands. More acquisitions will follow this year, both at home and abroad. "With the addition of a high-quality agency like Coopr, we are once again demonstrating the growth ambitions and the abilities of our platform," says Candid founder & chairman of the board Gérard Ghazarian. About Candid platform: We unify the creative and strategic powers of, amongst others, the media agencies Stroom and M2Media, the digital agencies Online Company and Havana Harbor, the social media expert Daily Dialogues, advertising agency XXS, marketing innovation agency Cogonez and brand identity specialist Millford. About Coopr: Coopr is a communications agency, specialized in three areas of expertise, which are inextricably linked: Brand PR, Corporate Communication and Content Marketing. We enable organizations to communicate better, more effectively, more creatively and more honestly. We help them determining the best story at the right time and through the right channel.

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Microsoft Signs MGID to Provide Native Advertising Across Its News Properties

Microsoft | August 20, 2020

MGID, the global pioneer in native advertising, today announced it has signed a global deal with Microsoft to provide native advertising across its news properties, including MSN. The agreement signals MGID's commitment to working with news aggregators that are responsible for quality content in the fight against fake news.Through the deal, MGID will gain access to Microsoft's native placements across its news outlets in major markets including the US, Asia-Pacific, Europe and MENA in their associated languages, enabling MGID to offer expanded reach for advertisers across vast news audiences. This agreement covers Microsoft's full news suite of more than 1,200 publishers — representing over 4,500 of the world's most popular brands — and a global audience of almost half a billion monthly readers.The partnership will also enable MGID and Microsoft to accelerate their shared commitment to promoting quality digital content. MGID'S user-centric approach ensures publishers remain in complete control of their audiences and monetization; allowing them to choose from a variety of ad formats, placements and yield-optimization models. Combined with Microsoft's reader-activated customization — for news layout, sources, topics and stories — MGID's versatile ads will produce a highly personalized news experience that drives success for both advertisers and publishers.

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Measured Facebook Solution Reveals Media Incrementality While Platform Attribution Is Hindered by Apple

MEASURED | October 13, 2021

As advertising platforms grapple with the measurement fallout of increasing restrictions on data and tracking, Measured has launched the industry’s first end-to-end incrementality measurement and reporting solution for Facebook in a post-iOS 14.5 world. Facebook recently indicated that the platform’s measurement and reporting systems are suffering accuracy issues related to updates in recent versions of Apple’s iOS. Facebook believes that “real world conversions, like sales and app installs, are higher than what is being reported for many advertisers.” Experiments from Measured provide DTC brands like Birdies, Fabletics, Lulus, and Stance with reliable ongoing insights into Facebook incrementality at channel, campaign and ad set levels. By measuring the true incremental contribution of Facebook media, anchored on source-of-truth transaction data provided by the brand, marketers can make informed decisions about budget allocation - even amid rising concerns about the reliability of platform self-reporting. “Privacy-driven changes across the industry are causing widespread reporting headaches for platforms and forcing brands to adapt how they track and measure, We built Measured in anticipation of this moment. We continuously refine our experiment designs and adapt to inevitable changes by platforms to ensure brands can always trust insights they get from us.” said Madan Bharadwaj, CTO and cofounder of Measured. Apple’s tracking policies pressured Facebook to make multi-faceted changes to attribution capabilities it offers advertisers, including a significant scale-back in conversion lift-testing and the elimination of 28-day click-through and view-through attribution windows. The decrease in trackable data has caused a notable drop in attribution reporting from the platform and the shorter look-back periods make it exponentially more difficult to run statistically significant split-audience test and control experiments. In the wake of these iOS-related implications, Measured developed a new suite of experiment designs and actionable reporting tools that identify the causality between Facebook investments and actual business transactions reported by the brand, empowering marketers to make confident decisions about advertising on the platform. Audience split experiments – Measured’s proprietary methodology utilizes the Facebook audience split API to divide target audiences into test and control cohorts and apply systematic lift studies to get program-level and granular ad set-level incrementality measurements. Geo-matched market experiments – Using advanced matched-market data science, Measured identifies statistically significant sibling markets (geos), at the state, DMA or zip code level, that are similar but cheaper to test in than larger markets. Because geo experiments are based on source-of-truth transaction data from the business (e.g. ecommerce platform) and run completely independent of platform reporting, geo-testing is the only system of measurement that isn’t affected by platform and policy changes. Scale testing experiments – To test for scale, Measured splits target audiences into three cohorts – test, control, and scale. The ad sets used for the test group are cloned and served to the scale group, but at 2x-3x-4x the spend, to measure the point of audience saturation. “Although Hammitt only started with Measured less than a year ago, their scientific method is just what is needed to scale profitably - in spite of privacy changes, which I support,” said Tony Drockton, Founder of Hammitt, an emerging leader in the luxury handbag market. “Great brands will prosper in these times with a clear vision, great partners like Measured, and by approaching digital media as a permission-based win-win between their customers and the brands they love.” About Measured Measured helps DTC brands grow by revealing media’s incremental contribution to business outcomes and providing source-of-truth reporting for media investment decisions. The Measured Intelligence Suite is intuitive, enterprise-grade software that delivers automated incrementality experiments for every marketing channel. Measured experiments are powered by a marketing data warehouse that was built for analytics, providing a secure place to ingest, harmonize, and utilize marketing data from across the business.

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