🔊 More CCPA details come out | IAB issues predicted warning

Plus, Wistia launches free video option, Amazon revenue sharing nuances and more. Oct 14, 2019 Good morning marketers, is CCPA on your radar? The GDPR-style set of privacy regulations are set to take effect in California next year. And just as GDPR had implications far beyond the EU, CCPA will have an impact nationwide. On Friday, California Attorney General Xavier Becerra published proposed regulations to fill in many blanks and some of the practical details on CCPA compliance. This includes giving users clear notice of data collection practices and uses as well as the ability for users to opt out of having their data sold. [Publishers will need to add a “Do Not Sell My Info” link]( on the homepage or the download or landing page of a mobile application, for example In response, the IAB, which has strongly lobbied against CCPA (though has embraced the idea of federal privacy regulation), responded by warning of “unintended consequences” and cited a report that found compliance costs could reach $55 billion for California companies alone. Any federal action seems unlikely to come ahead of CCPA going live, which means companies should be preparing for it now. A heartening incentive? A recent survey found that GDPR compliance had delivered a number of strong benefits for compliant companies, from improved consumer trust and engagement to increased revenue growth. Overall the [GDPR-compliant businesses said they were outperforming their non-compliant peers]( across a range of metrics. Video marketing solution Wistia, which enables brands to build their own video hubs, has rolled out a [free version of its Channels product](. It has also added a Subscriber tool that lets brands capture emails. Advanced plan customers can now create Facebook Custom Audience lists from their video viewers. Read on for a handy Pro Tip on evaluating Amazon revenue share rates by product category and more. Ginny Marvin Editor-In-Chief Pro Tip Advertising rates vary by category on Amazon, so do your homework “Sponsored Products and Sponsored Brands advertising is particularly intense across certain categories on Amazon,” explains Andrew Waber of Teikametrics. “If you’re a seller in those markets, you need to gain a thorough understanding of which search terms you should target, both from a volume and margin perspective, and be able to bid to value effectively. Once you have enough data to make an informed decision, you may want to trim down the list of terms you are targeting against, and reallocate budget and adjust bids towards that smaller, higher volume subset, especially during high-traffic periods like Q4.” “Conversely, in those few categories with top conversion rates outstripping advertising placement rates, marketers should see this as a market inefficiency they may be able to take advantage of. In these categories, it’s more likely you’ll find relevant, fairly popular search terms where a Sponsored Product ad for your product can rank high on the page, without breaking the bank on a CPC basis.” [Learn More »]( Guide to Marketing Automation MarTech Today’s “B2B Marketing Automation Platforms: A Marketer’s Guide” examines the market for marketing automation software. This report includes profiles of 14 leading B2B marketing automation vendors, capabilities comparisons, pricing information, and recommended steps for evaluating and purchasing. [Read More »]( Social Shorts Pinterest launches a “Lite” app, new Facebook Story templates and Twitter returns to Macs Pinterest Lite. Pinterest is taking efforts to make sure its platform is available to users in emerging markets. The company [launched]( its Pinterest Lite app last week, offering users an app that downloads faster and takes up less space on their mobile device. This is the second go at offering a Lite version of the app — according to TechCrunch, a Pinterest Lite app was pulled from Google Play last year. The latest Lite app is the result of a project that Pinterest started in July of 2017 when it formed a team tasked with rewriting its mobile web app from scratch as a progressive web app, reports TechCrunch. The new app is designed to offer a better user experience for people in low-bandwidth environments on limited data plans. Facebook holiday preparations. Facebook is rolling out new [Story Ad templates]( across Facebook, Instagram and Messenger in time for holiday promotions. “We know businesses have limited resources and time, and it may not always be possible to create new assets for ad campaigns. So we’re making it easier for businesses of all sizes to create vertical, full-screen assets,” writes Facebook on its News Blog. For Messenger, the company is rolling out instant replies in the coming weeks so that businesses can automatically respond to customer communications and create saved replies for commonly asked questions. It is also making it possible to set up an “away message” in Messenger for when a business is closed. New Twitter app for Mac users. After sunsetting its Mac desktop client last year, Twitter has launched a new [Twitter app for Macs](, but it is only available on the latest version of macOS Catalina. Twitter reported in June its plans to take advantage of Apple’s Mac Catalyst, a toolset that allows developers to bring iPad apps to the Mac desktop, reports TechCrunch. “Twitter had been one of the more highly anticipated Catalyst apps,” writes TechCrunch, citing that many users were left to rely on third-party apps, like TweetDeck or paid applications like Twitterific 5 or Tweetbot 3, when Twitter stopped offering its Mac desktop app. According to TechCrunch, the new app is free and the interface is consistent with the rest of Twitter’s platform apps, but the timeline doesn’t refresh in real-time. Behind the Scenes Find out what the Search Engine Land editors are most excited for at the upcoming SMX East! Search Marketing Expo – SMX East – is coming to NYC November 13-14! This show features the BIGGEST agenda we’ve ever assembled. With 100+ search marketing presentations covering SEO, SEM, agency operations, multi-location search, video, content, analytics, and beyond, picking one thing to be excited about is no easy task. But that’s exactly the question we asked the Search Engine Land editors and SMX agenda programmers… [Read what they had to say! »]( What we're reading We've curated our picks from across the web so you can retire your feed reader [More Data, More Problems: How CMOs Can Simplify Data Overload to Improve Demand Gen]( – CMS Wire [Brand Say Vs. Brand Do]( – Forbes [Retailers spent 6% less on holiday ads in 2018, Kantar finds]( – Marketing Dive [Checking in on 2019’s IPO cycle]( – TechCrunch [Apple draws fire from lawmakers for pulling Hong Kong protest app]( – The Verge [Is Amazon Unstoppable?]( – The New Yorker [Marketing Land] []( [Want to advertise?]( This email was sent to {EMAIL}. 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