Daily Minute Master Series – May 29, 2019

Social Media

LinkedIn Acquires Data Personalization Platform Drawbridge to Improve Ad Targeting

The professional social network has this week announced that it’s acquiring data analytics company Drawbridge in order to utilize Drawbridge’s advanced personalization AI, and further refine LinkedIn’s targeting capacity. Drawbridge’s system utilizes advanced machine learning – “on 100 billion edges” – in order to help marketers construct more accurate audience personas for targeting. Drawbridge, which already works with IBM, Adobe and Salesforce, among others, will integrate its technology into LinkedIn’s systems over the coming months, which will eventually lead to a broader set of targeting and data options being made available to LinkedIn marketers. Drawbridge’s advanced machine learning tools will help LinkedIn’s ad system provide even more accurate, viable audience matches, which should see improvements in LinkedIn ad performance.

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TikTok owner ByteDance reportedly building its own smartphone

ByteDance, the owner of apps such as news aggregator Jinri Toutiao, collaboration tool Lark, and short video app TikTok, is reportedly building its own smartphone. The TikTok owner confirmed earlier this year that it had acquired certain patents and some employees from smartphone maker Smartisan, but the company claimed at the time that the acquisition was done to “explore the education business.” The report did not provide details on the design of the smartphone and where ByteDance is planning to launch it, though it was suggested that the company may find it difficult to release it in the United States due to the government’s stance against Chinese telecommunication companies. The selling point of a ByteDance smartphone with TikTok and other pre-loaded apps over a regular smartphone that can just download these apps remains unclear. However, it may work in the company’s favor if the device aims for the low-cost segment and is geared toward the Chinese market, which would distinguish it from what Amazon and Facebook attempted. While rivals such as Snapchat and Instagram are looking to draw users away from TikTok, ByteDance is looking to expand its user base even further with its planned device.

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Marketing

Yoast SEO 11.3 lets you add an image of a person to its structured data graph

Yoast’s latest plugin update lets webmasters include an image, avatar or logo in its structured data graph and adds a new filter that can be used to disable link indexation. Like it or not, rich results are showing up in SERPs more and more. Using structured data markup can help search engines understand your content and display it as a rich result. In this particular case, applying it to the image of a person that a website represents may help surface that image on relevant queries and increase traffic. Along with some bug fixes, Yoast also included a new wpseo_should_index_links filter that webmasters can use if they want to disable link indexation and added support for built-in taxonomies for those that would like to include their blog archive page in the breadcrumb.

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91% of B2B Professionals Say Webinars Are Their Preferred Type of Content

A recent study shows that a vast majority of business-to-business (B2B) professionals prefer engaging with webinars over other content types. According to the results of a study from BrightTALK, B2B professionals say they also engage with industry articles (60%), whitepapers (48%), and blog posts (42%). Over 54% of the B2B participants surveyed for this study say they engage with webinars on a weekly or daily basis. When asked what they’re looking to get out of video content, 84% of survey respondents said they want to stay up to date on what’s happening in their industries. Nearly half of those surveyed say they engage with B2B video content to solve specific organizational problems or issues.

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