🔊 Instagram to test removal of "Likes" in the U.S. starting this week

Plus, an advertising data solution that doesn’t use third-party cookies. Nov 12, 2019 Good morning marketers, have “Like” counts disappeared on your Instagram yet? At the WIRED25 conference in San Francisco last week, Instagram CEO Adam Mosseri confirmed that the platform will be[testing the removal of “Likes” in the U.S.]( as early as this week. In the tests that have rolled out so far, Instagram has hidden “Like” counts from public posts in the Feed, on the desktop platform and in profiles. Only the account owner is able to view the number of likes a post receives. The Facebook-owned platform first began experimenting with hiding “Like” counts from users earlier this year in Canada, Brazil, Japan, Australia and several other countries. The possibility that Instagram – a primary platform for influencer marketing – may potentially eliminate “Likes” is[cause for concern for influencers]( who rely on the social-proof metric for brand performance and visibility. Jivox, a company that specializes in dynamic digital advertising solutions, released new identity technology Monday that aims to help advertisers[deliver personalized digital ad creatives with privacy and browser compliance in mind.]( The new technology, dubbed Jivox IQiD, uses a hybrid cloud concept to enable brands to collect, control and use data without third-party cookies. The company says that the technology “essentially acts like a brand’s CRM system,” with the software that powers real-time personalization running in the cloud. Jivox IQiD is available as part of the Jivox IQ Enterprise version. To use the technology, advertisers will need to allow data collection from Jivox’s software to run on their brand domains. Keep scrolling for more news, including why video creators on YouTube are concerned about the company’s new terms of service. Taylor Peterson, Deputy Editor Pro Tip The challenge of quantifying reputational risk for our brand “It is straightforward to tie a one-off large-scale event to brand and reputation impact. Obviously, we can calculate the loss of revenue, cost of recovery and potential legal liability. Weighed against the cost of mitigation, we can derive a clear understanding of the risk/benefit scenario and make a business decision on the most logical path forward. What is much harder to measure is how broadly and for how long the news stories will continue to cause trust issues and ill will with prospects and customers,” explains Kristina Podnar of Native Trust. “What I’ve found to be successful is to gather as many as possible mentions of the organization across all channels (e.g., news, social media, TV, radio, customer service recordings, customer surveys, user purchasing history, etc.) and use a text and data analytics engine to measure sentiment. That means identifying and categorizing opinions expressed in a piece of text in order to determine if the attitude toward the organization is positive, negative or neutral. By tracking organizational reputation (and brand) in key demographics and markets, we can develop a solid set of sentiments that can help us track risks that impact hard-to-measure things such as influence, trust and leadership.” [Learn More »]( New! MarTech Today's Guide to Digital Asset Management Platforms What should a digital asset management (DAM) platform do and what are the ways that vendors differ from one another? This just released guide from MarTech Today examines the market for enterprise DAM platforms and includes the latest industry statistics and developing market trends. Also included are profiles of 18 leading vendors, capabilities comparisons, pricing information, and recommended steps for evaluating. [Read more »]( Social Shorts YouTube could delete accounts that are not ‘commercially viable’ YouTube’s new ToS could hurt creators. YouTube’s [new terms of service]( have many video creators worried that the vague and subjective language about channel terminations could result in accounts being booted from the site. The new terms, set to be introduced on Dec. 10, state: “YouTube may terminate your access, or your Google account’s access to all or part of the Service if YouTube believes, in its sole discretion, that provision of the Service to you is no longer commercially viable.” For example, this could mean that YouTube will have the power to delete a creators’ account if they upload or live stream video that doesn’t pull in enough advertising revenue. Twitter testing account toggle feature. It appears that Twitter is testing out a [new option]( that allows users to switch between accounts within the tweet reply process, making it easier to manage multiple engagements and interactions across accounts. The test was first spotted on Twitter by social media consultant [Matt Navarra](, though Twitter has yet to confirm any details. Take The Amazon Advertising Survey Help us chart Amazon’s growth as an advertising platform! Please fill out our survey to help us understand how marketers are prioritizing Amazon and other digital commerce advertising platforms. 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