🔊 Google wants privacy and advertising to coexist | IAB releases TCF 2.0 for GDPR compliance

Plus, how to keep your business competitive by encouraging team crossover in creative ways. Aug 23, 2019 Good morning marketers, is Google’s push to balance user privacy and personalized ads realistic? Google wants to have its cake and eat it too, especially when it comes to finding the middle ground between user data privacy and personalized advertising. Building on announcements earlier this year related to its Chrome browser and third-party cookie blocking, the company is opening up a conversation with the broader industry about[industry-wide standards to preserve data-driven advertising while still giving users more control](. According to Google, “transparency, choice and control” are the guiding principles of the initiative – yet Google claims that blocking cookies isn’t the ideal solution due to cookie restriction workarounds. “While this effort is partly self-interested, Google is right in trying to find ‘a middle way’ that empowers users but enables the advertising ecosystem to function effectively”, writes Greg Sterling. On the topic of user data privacy, the IAB Europe and IAB Tech Lab have released the[second iteration of the Transparency and Consent Framework (TCF)](. TCF 2.0 comes a year after gathering feedback from publishers, advertisers and other adtech authorities to outline GDPR-compliant processes for delivering digital ads and managing consumer data. In particular, the latest iteration states that consumers can not only withhold consent on data collection, but can exercise the “right to object” to how data is processed. Publishers implementing TCF 2.0 will also be able to restrict how consumer data is processed by third-parties on the publisher’s website on a per-vendor basis. On Monday, Twitter announced that[state-controlled news sites will no longer be allowed to run ads on its platform](. The new rule is a global policy and will be enforced across all of Twitter’s ad business, but won’t apply to taxpayer-funded entities (such as public broadcasters) or state-controlled news sites dedicated solely to entertainment, sports and travel content. As Twitter tightens its reins on political ad policies, social media marketers who work for state-controlled media sites will need to rely on organic posts for engagement. Twitter is providing organizations with a 30-day window to halt state-controlled media ads, after which it plans to “stringently enforce these policies.” Keep scrolling for news on YouTube’s move to shut down its direct messaging feature, the platform’s latest integration with Waze, and more. Taylor Peterson, Deputy Editor Pro Tip Encourage team crossover in creative ways to keep your business competitive “Office silos are one of the biggest enemies to creativity out there. Teams that never engage in meaningful collaboration are wearing blinders, unable to see all of the incredible innovation going on elsewhere in the office,” explains Brian Solis of Altimeter Group. “Make your marketers spend some time with your designers or your developers work alongside your salespeople. Seeing the business operate through a different lens is guaranteed to get people thinking about their work in a new way. For creative CMOs, getting people to think in different ways means thinking about work in different ways. Creativity is an integral part of keeping any business competitive, but it takes work to maximize your workers’ creative potential. And, creativity is a key pillar in innovation.” Choosing a CMS Sponsored by Magnolia Companies need a CMS that allows them to turn great ideas into reality quickly, and meet rapidly changing market demands. The market for CMS solutions, however, is vast and complicated. The key is finding a CMS that’s going to fit your unique needs and specific business goals. Read this step-by-step guide to finding the right system for you. [Read More »]( Video Shorts YouTube on the move Bringing music to Waze. YouTube Premium and YouTube Music Premium members can now access YouTube Music through the [Waze app](. “All of the albums, playlists, personalized mixes, and more that fans love to listen to are now available with a couple of quick taps as they navigate to where they need to go,” writes YouTube on its company blog. The integration began rolling out on Thursday and will soon be available in all 50 markets where both YouTube and Waze are accessible. The company is also offering a free trial to try out YouTube Music Premium via the app. Users can tap the music note icon within the Waze app and select YouTube Music as the audio app. No more DMs. YouTube announced via its [Community Help Forum]( that it is shuttering the direct message feature that lets users share videos via a private channel. “We’re constantly reevaluating our priorities and have decided to discontinue YouTube’s native direct messaging feature while we focus on improving public conversations,” wrote a Google employee on Wednesday. First launched in 2017, YouTube’s direct messaging feature will no longer be available after September 18. The top 10 Bumper Ads. YouTube has released a [leaderboard]( of the top ten performing six-second Bumper Ads in the U.S. released during the past year. Subaru took the top spot with its “Long Stick” ad, proving everyone loves a good dog video — even if it’s only six seconds long. Frito-Lay, Eggo, Halls and Charmin all made the top five. Food and snack brands accounted for half of the top ten ads, with spots from Frito-Lay, Eggo, Almond Joy Mounds, Reese’s and Cheetos. Earlier this year, [Google introduced a “Bumper Machine”]( that uses machine learning to automatically create six-second Bumper Ads from longer video. What we're reading We've curated our picks from across the web so you can retire your feed reader [Federal officials raise concerns about White House plan to police alleged social media censorship]( – CNN [Community Building And The Gen-Z Purchasing Path]( – Forbes [OOH ad revenues reach post-recession high after 7.7% rise in Q2]( – Marketing Dive [Will tech addiction mean the rise or demise of the Gen Z workforce?]( – Quartz [In Emerging Economies, Smartphone and Social Media Users Have Broader Social Networks]( – Pew Research [Study: Mobile app inbox messages outperform push notifications]( – Mobile Marketer [Attribution Does Not Imply Causation]( – AdExchanger [Google News inventor returns to Google after four-year hiatus]( – CNBC Join Us The MarTech® Conference — Martech is Marketing Struggling to prove ROI, build a winning team, or find actionable insights from a mess of data? 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