One big thing

What happens when Google doesn’t need you anymore? It’s still a ways away but it kind of is the trajectory. The same way Uber was considering a world without drivers. Google is moving towards a world without click out search results.

When you consider things like GPT3, an AI that can create copy to fulfill a result, having been trained off data. A search results page that fully caters to your needs is very feasible. Likely using your content to train the model.

SEO focused marketers have already felt this, with rich snippets, rewarding those that offer them but cutting into the overall traffic away from Google. But in the future, would expect more of this, not less.

Notable stories this week

  • Insider Inc to drop Business Insider name.
  • Criteo is preparing a major restructure as it prepares to shift away from retargeting.
  • WPP and TikTok partner to create ad products.
  • We put journalists in charge of the algorithms: Flipboard CEO on misinformation battle.
  • Huawei launches their own ad exchange Huawei Ads and Walmart renames its advertising business to Walmart Connect.
  • Why DraftKings is partnering with Bleacher Report.
  • How to engage audiences in the attention economy.
  • Verizon Media is planning a personalized content mega launch this quarter. On the back of its first quarter of revenue growth.

Deals/M&A

  • Hubspot acquires media company The Hustle.
  • In-game Programmatic Ad platform Anzu raises $9m from WPP & Sony.

Campaign of the week

  • Pepsi partners with FrontOfficeSports to cover sports marketing essentials from the POV of Pepsi’s marketing leads. Digiday covers it here.

Pepsi partners with FrontOfficeSports to cover sports marketing essentials

Datapoints of note

See all our Covid-19 data here.

  • Apple crosses 1 billion active iPhone users.
  • Nine-tenths of sports execs expect consumption of highlights and short-form content to grow, with team and athlete generated content to be a growing area of importance. 65% expect branded content to grow.
  • Advertising on YouTube grew 46% YOY.
  • Walmarts e-commerce business grew 79% in its most recent quarter.
  • Snapchat Spotlight had over 100m MAUS in January and over 90% of the U.S. Gen Z population watched shows and publisher content in Q4 2020.

That’s it for this week.

Thanks,

Ben


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