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Lawmakers want to empower publishers to collectively negotiate with Facebook

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Lawmakers want to empower publishers to collectively negotiate with Facebook

On the heels of a heated standoff between platforms and publishers in Australia, U.S. lawmakers reintroduced a piece of legislation that would allow the news industry to collectively negotiate content deals with tech companies.

The Journalism Competition and Preservation Act is sponsored in the Senate by Amy Klobuchar (D-MN) and John Kennedy (R-LA) and in the House by David Cicilline (D-RI), Ken Buck (R-NY) and Mark DeSaulnier (D-CA.). The legislation was first introduced in 2019, but the bipartisan cluster of lawmakers hope to breathe new life into it during the Biden era.

The bill would create an exemption from existing antitrust laws that would allow news organizations to collectively negotiate favorable terms with tech companies like Facebook and Google. That special treatment would open a 48-month window for publishers, in theory boosting their leverage to better the industry as a whole.

The U.S. isn’t the only country grappling with tech platforms’ publishing dominance. Last month, Facebook dramatically pulled links to news content in Australia as it pushed back against new regulations that could force tech platforms to pay for more content. Specifically, Facebook objected to a final arbitration clause that would set the price for news automatically if tech platforms and news publishers couldn’t agree on terms.

“We must enable news organizations to negotiate on a level playing field with the big tech companies if we want to preserve a strong and independent press,” Sen. Klobuchar said of the bill, which she argues would give publishers a “fighting chance” in dealing with tech platforms.

“A strong, diverse, free press is critical for any successful democracy,” Rep. Cicilline said. “Access to trustworthy local journalism helps inform the public, hold powerful people accountable and root out corruption.”

Both Cicilline and Klobuchar sit in powerful positions, chairing the House and Senate’s respective antitrust subcommittees. In the coming months, those committees will play a major role in shaping legislative proposals that could rein in big tech’s many excesses. Balancing the power of colossal tech platforms against the priorities of a shrinking news industry is just one piece of that puzzle.

TechCrunch

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5 Effective Ways to Run Facebook Ads A/B Tests

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Facebook Ads A/B Tests or split tests help them try different versions of ads with various campaign elements. This process helps them arrive at the best version for the organization’s target. 

A/B Tests offer a vast pool of resources to try out various versions. You may get caught up and lose your way to arriving at the best version in a limited time. To better understand this topic you can read the Facebook ad testing guide. Here are five effective ways to run Facebook Ads A/B Tests-

1) Start with the minimal number of variables

This approach will help you analyze the impact of a variable much better. The lesser the variables, the better will be the relevant results and more conclusive. Once you have various versions, you will need to run them through the A/B Significance Test to determine if the test results are valid.

2) The second way is to select the correct structure. 

There are two structures in A/B tests. One is a single ad test, and the other is multiple single variation ad sets. All the variations will go under one ad set in the first structure. Each variation will be under a separate ad set in the second one. Out of the two, the second one works out to be better and gives better results.

3) Use of spreadsheets is important to stay organized. 

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These spreadsheets help collect and analyze data to get meaningful insights and arrive at data-backed decisions.

4) Do target advertising and set realistic time goals. 

One approach is to choose an entirely new set of audiences. Also, the data pool should be vast and not the same as some existing campaigns. The reason for choosing a different audience is that Facebook may mix up your ads and give contaminated output. 

Another approach to choosing the right audience is to pick geography. It works better, especially when you have business in a particular region.   

It’s also essential to set a realistic timeline for your testing. Facebook suggests one should run a test for at least four days, but you can choose to run the test for up to 30 days.   

5) Set an ideal budget. 

The concept of a perfect budget is subjective. But, you can fix it yourself, or Facebook can do that for you based on your testing data. A large part of the test budget is spent on avoiding audience duplication. If the same audience sees variations, it could affect the test results.

Besides these top five effective ideas, you will need to take a few more action points to make the testing process efficient. Make sure you put the website’s domain link and not the landing page link in the ad, as that doesn’t look good. Put appropriate Call To Action Button, such as ‘Learn More,’ ‘Buy Now,’ etc. It’s also important to see how your ad is coming across on various electronic gadgets- mobile, tablets, etc.

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Another strategy that works is trying to engage the customer. You may add social engagement buttons such as ‘Like’ or ‘Comment.’ Use high-resolution images as they work better with the customers. Low-quality, highly edited images are often not liked and trusted by the consumers.

You can learn more about the audience behavior patterns with A/B test results. Conducting these tests on Facebook streamlines the entire process and makes it smooth for you. With the test results, advertisers and marketers can work on the creatives they need to utilize.

To sum it up, you can run an effective A/B test campaign within the specified budget. You don’t need to spend massive amounts to get your advertisement right. You’ll make the correct assumptions about the performance of variations with a good understanding of business and consumers.

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