As it seeks new ways to help businesses capitalize on its ad and recruitment tools, and maximize performance across its platform, LinkedIn has announced that it’s acquiring Israel-based marketing analytics company Oribi to boost its marketing solutions offering.
As explained by LinkedIn:
“Understanding which channels and messages have the greatest impact on the decision to take a desired step, such as a buyer requesting a product demo or a job seeker applying to a job posting, is critical to the effectiveness of any marketing campaign. Through the integration of Oribi’s technology into our marketing solutions platform, our customers will benefit from enhanced campaign attribution to optimize the ROI of their advertising strategies.”
Oribi’s analytics tools enable simplified event tracking and response, by highlighting the key insights that you need to take action on to capitalize on performance trends.
Interestingly, one of Oribi’s main selling points is its code-free ‘Magic Events technology’, which tracks every action that visitors take on your website in order to provide more specific insight into key behaviors that you can then use to optimize performance.
I mean, it’s hardy magic – it’s basically tracking direct actions and grouping them into behaviors, which you can then use for deeper analysis. But regardless, the idea is that this will enable better response tracking without the need for third-party cookies or in-app tracing, which could help LinkedIn better align with emerging privacy trends.
How exactly these tools will operate in a LinkedIn context isn’t entirely clear as yet, but the basic impetus will be to better connect your website visitor activity to your LinkedIn performance, which could provide a range of optimization benefits.
As part of the acquisition, LinkedIn will also open an office in Tel Aviv, with several members of the Oribi team expected to join LinkedIn in the new office.
“Oribi’s team brings deep analytics expertise that will help us accelerate the capabilities of our attribution technology across our lines of business – from helping a marketer find better leads to a recruiter identifying the right candidates.”
It could be a big update for LinkedIn’s tools, and while it will likely remain a paid offering with LinkedIn’s add-on functions, it could eventually provide significant benefit for those looking to maximize their LinkedIn performance.
Meta’s Adding More Ad Targeting Information to its Ad Library Listings
In the wake of the Cambridge Analytics scandal, Meta has implemented a range of data protection measures to ensure that it limits access to users’ personal data and insight, while at the same time, it’s also been working to provide more transparency into how its systems are being used by different groups to target their messaging.
These conflicting approaches require a delicate balance, one which Meta has largely been able to maintain via its Ad Library, which enables anyone to see any ad being run by any Facebook Page in the recent past.
Now, Meta’s looking to add to that insight, with new information being added to the Ad Library on how Pages are using social issue, electoral or political ads in their process.
As you can see here, the updated Ad Library overview will include more specific information on how each advertiser is using these more sensitive targeting options, which could help researchers detect misuse or report concerns.
As explained by Meta:
“At the end of this month, detailed targeting information for social issue, electoral or political ads will be made available to vetted academic researchers through the Facebook Open Research and Transparency (FORT) environment […] Coming in July, our publicly available Ad Library will also include a summary of targeting information for social issue, electoral or political ads run after launch. This update will include data on the total number of social issue, electoral and political ads a Page ran using each type of targeting (such as location, demographics and interests) and the percentage of social issue, electoral and political ad spend used to target those options.”
That’s a significant update for Meta’s ad transparency efforts, which will help researchers better understand key trends in ad usage, and how they relate to messaging resonance and response.
Meta has come under scrutiny over such in the past, with independent investigations finding that housing ads, for example, were illegally using race-based exclusions in their ad targeting. That led to Meta changing its rules on how its exclusions can be used, and this new expansion could eventually lead to similar, by making discriminatory ad targeting easier to identify, with direct examples from Meta’s system.
For regular advertisers, it could also give you some additional insight into your competitors’ tactics. You might find more detailed information on how other brands are honing in on specific audiences, which may not be discriminatory, but may highlight new angles for your own marketing efforts.
It’s a good transparency update, which should glean significant benefits for researchers trying to better understand how Meta’s intricate ad targeting system is being used in various ways.
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