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Creator paywalls and Meta's ATT workaround

Creator paywalls and Meta's ATT workaround

Nicky Barton
March 09, 2023

credit: Tom Fishburne

👋Hello! Welcome to the 4 new subs this week, pleasure having you here.👋Alongside the Widget rebrand, it’s also moved over to a new CMS with a pretty new design. In the news this week; Elon keeps putting his foot in it, the RBA keeps treating us to rate rises, and GOSH, football is good, isn’t it?

👀Things you may have missed👀

🤯The BIG stories🤯

Finally, it has arrived. No, not the ACCC Privacy whitepaper or the latest season of Ted Lasso. The year of efficiency! As Meta looks to cut costs internally and sweep away any remnants of the metaverse, Advantage+ could be the ATT workaround…

Who would’ve thought that going hard on the technology that had made them so successful in previous years would be the cauterizing agent to stop the bleeding. Get ready for a big push from your friendly Meta sales reps - ‘no targeting, all formats, good times’.

❝

With Advantage+ shopping campaigns, an advertiser just needs to set their business objective, target country, advertising creative, and budget. Then, our AI systems do the rest: optimizing to find the right person, with the right message, at the right time. Recent tests have found that advertisers who use Advantage+ shopping campaigns are seeing a 32% increase in return on ad spend.

😎Cool & Creative😎

The most disturbing AI website on the internet.
Upload a photo of a person, and AI will find ALL of the images of that person across the internet.
— Rowan Cheung (@rowancheung)
2:05 PM • Feb 28, 2023

“What has he been in? His face is so familiar!? Hold on, let me have a quick Google. Oh, that’s right, it’s Dave from Accounting - he starred in an erotic thriller?!” Oh jeez, this is not one of those AI use cases we expected to change everything.

This site allows you to reverse image search your friends, family and co-workers. Super creepy to see where you pop up on the interwebs, mine was Myspace and Bebo - DELETE EVERYTHING!

💸Commerce Corner💸

Did you enjoy that little dance I did? Or the video of me pranking my partner? Well for $99.99 a month, you can watch 2 more EXCLUSIVE videos! With increasingly likely news that the platform will receive a US ban, TikTok is looking to paywall creator content - which definitely won’t lead to p*rn

It’s definitely going to lead to p*rn. Series, the new program from TikTok allows content creators to make collections that fans can purchase - up to 20 minutes long. I’m sure this will prick up YouTube’s ears

🤓Technology & Tracking🤓

This one is for my nerds out there. So we’ve had a use-case of AI-for-bad, here’s an AI-for-good. Maybe not good, but it’s pretty fascinating. Introducing silicon sampling or ‘synthetic research’

The theory is pretty simple. If AI is good enough to trick us into believing it’s sentient, why not test this theory? Synthetic Users are doing just this, with inputs such as the audience, the problem and the solution. It then generates 10 interviews, with reports so you can get feedback on your ideas & propositions. SMART.