Snapchat AR creators to marketers: 'Keep it simple'

As AR becomes more ubiquitous, marketers will have to understand the nuances of working with AR creators and influencers. November 21, 2019 The narrative that direct-to-consumer companies rely too heavily on digital ads to acquire customers lives on, even as many of those companies repeatedly say they are diversifying their ad spending with other channels. But the notion that DTC upstarts can rise meteorically -- and sustainably -- with digital ads alone could be dwindling. New research shows that DTC companies may have moved further beyond channels such as Facebook and Google than some might expect. Read more below. - In this week's [Rundown](: The idea that direct-to-consumer companies thrive simply based off of social ads is no longer true. Those companies have diversified their advertising -- and done so because they had to. - In February, Target announced that it was launching a third-party marketplace called Target+ to grow its online assortment in areas like home, toys, electronics and sporting goods. But six months later, [the amount of products available through Target+ remains limited.]( - [Digiday Research]( surveyed 203 people working in publishing to ask about work, compensation and culture. Overall, 60% of respondents said they believed they were being fairly paid for the job they did. - Publishers are selling it, and advertisers want it. In an ad industry that’s scrambling for new, privacy-compliant ways to target people online, second-party data is all the rage. [Here’s a primer on what to consider when considering second-party data.]( Other things to know about - Become a [Digiday Event Insider]( to connect more and gain insights about the trends shaping the industry with access to special rates on passes, invitations to exclusive events and much more. - From Android's growing market share to the ever-increasing dominance of smartphones and tablets, learn the biggest recent trends in global video viewership in a [comprehensive new guide](. Sponsored by BrightCove. Top Stories Marketing on Snapchat [Snapchat AR creators to marketers: 'Keep it simple']( As AR becomes more ubiquitous, marketers will have to understand the nuances of working with AR creators and influencers. howdy! DIGIDAY+ MEMBER EXCLUSIVE [The Rundown: DTC companies aren't reliant on digital ads anymore]( The idea that direct-to-consumer companies thrive simply based off of social ads is no longer true. Those companies have diversified their advertising — and done so because they had to. Sponsored by Oracle Data Cloud [Safeguarding the digital advertising vault against fraud]( The cost of global ad fraud will top $30 billion in 2019 alone. As a result, some advertisers are beginning to introduce the same kinds of security-grade anti-fraud solutions that other industries rely on. Advertisement howdy! WTF Programmatic [WTF is second-party data?]( Advertisers including American Express and Nestlé want more second-party data from publishers as growing dissatisfaction with third-party and the need for alternatives forces the ad industry to take a second look at second-party data. Sponsored by Marin Software [Webinar: How to align performance marketing campaigns across channels]( In performance marketing, one size doesn’t fit all. In an upcoming webinar, learn strategies for aligning all the elements of your pay-per-click ad campaigns across different channels and platforms. howdy! The GDPR Impact [UK's data regulator again warns ad tech over GDPR compliance]( The ICO has confirmed several likely GDPR infractions within the ad tech industry’s current setup. Advertisement Sponsored by PubMatic [The state of supply path optimization: Progress and impact in the US]( In a process known as supply path optimization, advertisers have begun cutting down on SSPs and demanding a more transparent bidding process. In a new State of the Industry report based on research into more than 150 buyers, learn how practitioners are implementing SPO in the US. howdy! Audio Anywhere [Google's new audio news briefing product is paying publishers for access to their content]( A newly announced news briefing feature in Google’s voice platform, Assistant, could severely test the durability and power of many publishers’ audio brands. But because Google is paying them directly, many publishers are happy to experiment. howdy! The Amazon Effect [To help ward off Amazon, CPG advertisers are seeking data relationships with retailers]( Second-party deals are becoming more popular between advertisers and retailers looking to grow sales online. [All Latest Stories]( [Making Marketing: the making changes special]( Starting with our very next episode, we'll be the Modern Retail Podcast, bringing you conversations with people innovating in retail, including the oh-so-buzzy world of DTC. You received this email because you’re a member of the Digiday community. If someone forwarded this to you, [subscribe for yourself here](#). [Unsubscribe from this newsletter or update your preferences](. I don't want to hear from Digiday anymore. [Stop receiving all Digiday emails](. Digiday Media, One Liberty Plaza, 9th Floor, New York, NY 10006 [Forward to a Friend](