Creator Union aims to regulate the influencer marketing industry to protect the rights or freelancers and creators. 

In this digital age, the influencer marketing space had been getting bigger and bigger. Many apps today are influencer-based and created to give them a space to express themselves and monetize their skills in the process. It’s a space where brands and creators meet together to expand their reach. 

Creator’s pleas heard

Influencers in the UK have been asking for a unified voice that would air out their interests. Just this June, the Creator Union launched in the UK to address the issues and to represent the many bloggers, creators, influencers in the country and to ensure that they are treated fairly in all aspects related to their work. 

Nicole Ocran, the founder of the union, explained that influencers have been creating digital content for more than 15 years, and they’ve been monetizing these content before brand deals and partnerships came to exist. This market is now estimated to be worth $5.5 billion and expected to grow to $22.3 billion by 2024. 

Issues to address 

There are issues surrounding influencer marketing, including working for free, working with a tiny amount of products, and most often, not enough money to fund their creation process. Accordingly, ethnicity plays a huge role in the pay gap as white creators are paid more than creators who are Black, Asian, and Middle Eastern. Pay gaps also occur due to gender, age, religion, and disability. People who belong to the other side of the spectrum are paid much less than those considered normal by society’s standard. 

The union will be a community for influencers where they can seek out advice, a networking space, and a sounding board. The union also offers contract templates, pricing range advice, and the strategies for creating content in their niche. The organization aims to be more connected with industry leaders and make sure that the needs of creators are met. 

What does this mean for you?

Creators now have more room to be protected and treated equally regardless of their social status. The union will serve as a warning to brands and other businesses who want to partner with influencers. Compensation conversations are easier with an organization that will standardize the pricing. As a networking space for influencers, the organization is another way for them to be discovered by small businesses and brands as well.

Walmart Media Group announced its omnichannel analytics offering for advertisers.

Image credit: Walmart Media Group

Walmart launched its campaign performance dashboard for advertisers recently. It is on-demand access to omnichannel reporting for all of Walmart’s displays and sponsored product campaigns. At the moment, Walmart is now the largest omnichannel retailer across the US. With this omnichannel analytics, Walmart advertisers can now connect with their customers to their digital properties. 

Walmart’s self-serve ad platform was launched early this year and it gave advertisers access to real-time data on their ad performance. Walmart’s updates for its ad platform is very similar to the offers of Google Analytics. Customers these days want omnichannel integration, they expect for their order history and customer profile to follow them whatever platform they are. Walmart’s efforts are focus on omnichannel integration. 

The company has allotted $1.2 billion to improve its integration system focusing on omnichannel shopping. CEO Doug McMillion said that they are the first company to deliver a seamless shopping experience at a larger scale. He also shared that shoppers will have a better experience as they check out using their mobile devices (online) or when they are at a physical store purchasing what they need. 

Introducing the performance dashboard 

 Before the launch, Walmart piloted the Performance Dashboard to a dozen of its major marketers such as Procter & Gamble, Clorox, Mondelez, Nestle Purina, and more. The Director of Commerce Sales at Nestle Purina from North America, James Kristof shared that the new tool provided them with relevant data to help with their campaigns. 

The performance dashboard capitalizes on the strengths of Walmart, which is its omnichannel retail. Walmart is still the reigning giant when it comes to the brick-and-mortar industry as about 90% of all US households shop at Walmart’s physical stores. While Amazon is a giant in its own rights, it hasn’t been able to have the same retail presence.

There are two separate dashboards – for the display advertising campaign and for the sponsored product campaign. Each of the hubs has a specific function and distinction. The Performance Dashboard is accessible via Walmart’s new Ad Center, it’s an all-in-one center for ad managers to check and manage all their campaigns. 

What does this mean for you?

Walmart’s enhanced ad marketplace gives advertisers more options and control over their ad campaigns. With the available metrics and analytics, they are also given more transparency. Targeting has also been improved so as to reach a more specific audience. 

Many advertisers have stopped spending their budget on ads due to the country’s civil unrest, says Twitter. 

Twitter’s Q2 earnings showed a drop in ad revenue. The company is in an on-going battle for its ad-based social platform as Twitter is trying to handle high loads of traffic due in this time of the pandemic. Advertising accounts for $526 million of the company’s revenue, that 23% drop from last year’s revenue. This is due to the advertisers’ decision to pause their campaign as the coronavirus plagued the world. Twitter saw a 25% decline in ads spend for its advertisers in the US. 

Twitter’s CFO, Ned Segal said that they intend to rebuild their ad server with expectations that this will help the company recover some of their loss from the Q2 earnings. He further added that brands have been using innovative ways to contribute to the Twitter conversation on how they can connect with their target audience and existing customers. Segal announced that Twitter is making much progress in improving its performance in terms of ads roadmaps. This progress will hopefully put Twitter in a better position to become the go-to platform for advertisers and brands for their product launches and live events. 

Subscription tests

While the new ad servers aren’t yet gaining much traction and revenue, Twitter is taking other measures to take back what they’ve lost in the previous quarter. CEO Jack Dorsey said that they are planning to run a subscription test within the year. 

Dorsey told the analysts on an investor call that he plans on setting a high bar when Twitter will finally ask its users to pay for some aspects of Twitter’s services. He emphasized that these plans are still in its very early stages and nothing is concrete at the time. He told CNN that the subscription service as the company’s new line of revenue will be complementary to its advertising business. Similar to paid subscription platforms, Twitter may be offering a free from trackers, free from ads, and a cleaner chronology of time as inclusions. This idea may sound promising for users and brands whose been using Twitter for many of their promotions, product launch, and in connecting with their audience. 

Recently, the company’s executives’ accounts were hacked, and Twitter has faced a huge security breach as some of the company’s executives’ accounts were hacked. Security and privacy may also be a core in Twitter’s upcoming subscription-based platform. 

TikTok has made a creator-friendly platform, this new launch is the company’s biggest monetization effort to date. 

Image credit: The Verge

Despite the threats of the US and India banning the app, TikTok continues to grow in popularity. The platform has become one of the major channels for brands and celebrities. To keep their interest and to encourage others to the platform, the company launce a $200 million creators fund. 

In its statement, TikTok said that the fund aims to support creators who are looking for opportunities to earn a living using their innovative content. The fund will be distributed in cash by the end of 2020. Their content is another way for creators and brands to make money in the app. In the past, creators can only earn income and monetize their accounts via live streamings or when they partner with other brands. 

Vanessa Pappas, TikTok’s general manager said that the platform wants to pay its creators regularly. The Creator Fund will help creators “realize additional earnings that reflect the tie, care, and dedication they put into creatively connecting with an audience that’s inspired by their ideas.” This new monetization method will help TikTok keep its creators in the platform instead of focusing on other social media platforms where they could monetize their content. 

The fund

Users who are 18 years old and above can be eligible for the cash fund. It’s also only available for users living in the US and those who post their videos that comply with the company’s guidelines. Creators can start applying for the program beginning next month, however, TikTok has not announced the exact number of creators that can avail the program. 

TikTok’s battle 

The US government continues to be vocal in its plan of banning the app due to Chinese ownership over security risk claims. Despite that, TikTok is unfazed and recently announced its plans of opening 10,000 jobs over the next three years. The company has also separated itself from China and made its app unavailable for the country. ByteDance also said that it’s planning to make a corporate restructuring and establish its HQ outside China. The Creator Fund is also another strategy for the company to keep its app working in the US soil. As the fund is made available to only US creators, it’s strongly positioning itself as a company that committed to the US. 

The partnership between Microsoft Advertising and Shutterstock allows advertisers to make high-performing ads. 

Image credit: Microsoft

Microsoft advertisers now have access to Shutterstock’s collection of more than 320 million images. The advertisers can search, preview, and use the stock images in their Microsoft Advertising user interface. With this, they can create beautiful campaigns much faster. They no longer have to exit their ad creation workflow

Haily De La Cruz, the Senior Program Manager at Microsoft Advertising said that this seamless integration with Shutterstock enables their customers more resources especially in this time of difficulty due to the pandemic. Despite the ad budget cuts that many startups and brands have made, Microsoft Advertising aims to let their advertisers deliver effective and top-performing ads that will resonate with their target audience. Shutterstock is home to high-quality images that’s applicable to peoples’ daily lives. The site also has images that are region-specific, thus imperative for localized ad campaigns. 

How to use Shutterstock images

Microsoft advertisers can just tap on the Add images when creating new ads for their Audience campaign. They will then have to choose the relevant image or images from the Stock Images. You maybe see watermarks on the images but these won’t appear in the ads. 

Advertisers have to check Microsoft’s image policy. There should be no hate speech or text within the images that promote hate speech. Animations are also not allowed including animated GIFs. Advertisers can use the images in Shutterstock but they can’t edit the photos they have selected. The images can’t also be used for other reasons except for their Microsoft Advertising campaigns. 

What does this mean for you?

Images have huge effects on the performance of your ad campaigns. Images attract attention and many people may not remember the tagline, but most often, they remember the images attached to your brand. The right images can connect you to your target audience, however, if you use the same mages repeatedly, you are likely wasting an opportunity to engage with your audience. You need the right images, not just a single image. 

With this partnership, Microsoft advertisers now have access to millions of photos giving them more options. The stock photos are now available for all advertisers across the US and the UK for those who are participating in the beta for the Microsoft Audience Network. The feature is expected to roll out to other markets within the year. 

Hulu offers cheaper ad solutions to small businesses and brands with smaller marketing budgets. 

Image credit: Hulu

Hulu has just released a self-service tool for small and medium-sized businesses. The self-service allows businesses to buy ads on its service. The new Ad Manager tool launched and according to the company, it’s getting businesses to join in the beta test. Hulu’s director of Self Service Platform Sales, Faye Trapani said that this advanced advertising solution will allow small businesses to have a high-quality advertisement in the premium streaming television space. Using the Ad Manager, businesses can manage and track their ad campaigns in Hulu. 

The ads service costs $500 and advertisers who have the budget to invest or spare will be able to launch their ads in Hulu and manage their ads performances on the platform. Hulu has been working with several top brands in the US but the company wants diversity and thus created the cheaper offer. 

Hulu said that its ad selector is 150% more effective when compared to the regular TV ads. Looking at the stat, putting ad campaigns in Hulu works for businesses. Hulu air commercials and the company is very forward in how they will get the ads in front of the brand’s target audience. Hulu has choice-based advertising, unlike the traditional TV ads where campaigns are shown to anyone viewing the content, Hulu’s ads are more specific. This will be cheaper for advertisers in the long as they need not put out ads in multiple contents, they can put out fewer ads in content that matters to their audience. 

Hulu also has Branded Entertainment Selector (BES) that gives users the option between long commercials before the program starts or ads throughout a program. 

What does this mean for you?

Small and medium-sized businesses often have a hard time picking the ads platform because it’s not up to their marketing budget. Even Facebook with its flexible ads pricing can get expensive for some businesses. This is especially true today where businesses are trying to cut their ad spend and allocating budgets in a way that will help them thrive. 

Hulu’s self-serving ads will be another way for brands and businesses to grow in a different space. Their ads will not be limited to just social media platforms, they will now be able to include TV streaming ads to their marketing strategy. This will help expand their reach and grow their customer base. 

A marketing technology management company is teaming up with a discovery platform. 

CabinetM is a technology management platform for marketing operations. Recently, Stacktus announced it will be joining CabinetM effective immediately. CabinetM CEO Anita Brearton said that they are excited about what this addition to the team and for the future of their platform. This acquisition means that Stacktus’ intellectual assets will be carried into CabinetM’s platform. Slacktus founder Megan Michuda is also joining CabinetM as the company’s advisor and community manager. 

Michuda said that Stacktus was created to serve the internal need of marketers and to address the issues prevalent in marketing technology management. It’s a solution far better than spreadsheets and PowerPoint slides. She further added that bringing the technology of Stacktus to CabinetM will prove to be a win-win for both organizations. With integrated effort, their platform will be the leader in the marketing technology industry. 

Knowing CabinetM

CabinetM is a Boston-based startup for marketing teams, it was founded in 2014 by Anita Brearton and Sheryl Schultz with the aim of making the martech world a less intimidating maze to navigate. CabinetM is a comprehensive database of marketing tools. Brearton said that the startup has been a helpful map for marketers in managing their teams and organizations. It has been a useful tool for managing heir data flows and responding to the reports using visualization demands. Michuda’s contribution to the team and her expertise in the marketing operation will further improve the services offered by CabinetM. 

Stacktus will no longer operate alone but instead, it will be supporting CabinetM to improve the platform and improve its position in the marketing industry.

What does this mean for you?

This acquisition is a good thing for marketers and marketing ops specialist. Other companies and their services offered including G2 and TrustRadius provide customers with several other services across software categories, however, CabinetM and Stacktus are both focused on marketing technology. The company can offer solutions that are niche-specific for marketers. 

Now it’s easier for marketers to manage their martech stack with an improved platform and more efficient processes. It will also be a pool of data for you to help you make informed decisions and investments about your business. It will give you a deeper knowledge of your target audiences and make actionable insights that would save you money and time. 

YouTube rolls out its new metrics called RPM to allow several revenue streams for its creators. 

Creators have various ways to monetize their YouTube platform. Some examples of these revenue streams include advertising, donations, live streaming, subscriptions, or YouTube Premium revenue. With several options available, YouTube finally created a new monetization metric. Created so creators can understand how they earn on the platform, the new metric is called RPM or revenue per mille. While RPM is similar to YouTube’s CPM or cost per mille. RPM and CPM are different in terms of the creator since RPM is specifically for creators aiming to grow their channels, those who want to know the exact income they get from YouTube, and creators who want to see what videos work and what don’t on their channel. 

What’s RPM (Revenue per mille)?

The new metric system shows how much creators are earnings per 1,000 views, that’s comparing their total revenue against their views. The RPM is more detailed as it includes revenue reports from YouTube Analytics, the 55% cut from the ad revenue, YouTube Premium, Channel Memberships, Super Stickers, and Super Chat. The total revenue is then multiplied to 1,000 and divided by total video in the same time period. 

The RPM metric counts the monetized, non-monetized views, and the alternative monetization methods to give creators the big picture of how much their YouTube presence is generating and how much traffic they bring in the platform. The RPMs are shown in the Revenue tab of a creators’ Channel Analytics. 


While CPM has been the metric at work for a much longer time, this metric has its limitations. Creators thought that cost per mille is the money that creators make per 1,000 views. But in actuality, CPM is the amount that advertisers pay the creators for every 1,000 ads. Former creator turned into YouTube’s head creator liaison Matt Koval said that CPM hasn’t been the best metric as it doesn’t help creators understand how they’re earning their paycheck. 

What does this mean for you?

Based on YouTube’s post, the RPM takes all your revenue streams into account. It’s a more holistic measurement and when creators check and evaluate it regularly, they’ll be able to identify how they can improve their channels and their content. They can also optimize their monetization strategies better. 

RPM is now available for all monetizing creators. Creators can also visit YouTube’s Help Center to further understand how the new metric works. 

The new ban will be effective for all advertisers globally starting next month. 

Image credit: Search Engine Land, products with prohibited ads

Google is implementing a restriction on ads specifically regarding spyware and surveillance technology beginning this August. Google explained the updates on the Enabling Dishonesty Behavior policy. The blog post explained that Google will prohibit ads on products and services that are targeted at monitoring and tracking peoples’ activities without their permission. The policy update is applicable to spyware and technology that includes tech that monitors texts, phone calls, and browsing history. For Example, this would include GPS trackers that spy people without authorization such as cameras, dash cams, nanny cams, audio recorders, and the like. 

Enabling Dishonest Behavior policy

The changes will be implemented starting on August 11, 2020. The update doesn’t include two parties: private investigation services and products and services that are meant for parents to monitor their underage kids. 

A study on the ecosystem of intimate partner surveillance in 2018 revealed that thousands of Google ads appear in searches related to terms with the explicit aim of conducting surveillance. Term searches including: 

“Track my Wife’s Phone”

“how to track my husband”

“Track your wife without her knowing”

Google spokesperson told CNBC that it’s continually updating their ad policies and have been restricting ads related to searches related to ones related above. The site is updating its language to ensure that violators are caught. At the moment, Google has already prohibited ads that promote products and services that allow users to have unauthorized access to properties and devices. However, with the new dishonest behavior policy update coming next month, the ads prohibition will be expanded and will affect more products/services. 

Google will have to make the policy more foolproof as many spyware providers have changed their marketing strategy and list their products under child-monitoring apps. 

What does this mean for you?

Google aims to make its ads platform a safe market for brands and other businesses. The tech-giant has limited ads from appearing into surveillance-related searches. This previous effort is now expanded to other services and products. For businesses that market these products, you may need to have them removed from your Google Ads accounts before August 11, otherwise, Google will remove those campaigns from your product feeds. Failure to do so would mean account suspension. Google will send you a notification and warning seven days before it will suspend your accounts. 

Google announced that it’s rolling out manager accounts in the mobile app for a more efficient vide for users’ Google Ads accounts in one section. 

Image credit: Google Blog

Google Ads manager has been making life easier for marketers for a while now. With consumer behaviors and habits changing frequently, it can be difficult for brands and businesses to keep up. The changes have been keeping the marketers busier than ever but now with less time to manage their ads and accounts. Google aims to simplify and make the process more efficient by launching tools and automated solutions. Marketers will now be able to use the app in their mobile devices and see their manager accounts from there. 

The Google Ads mobile app

With the mobile app, marketers can now monitor campaigns in real-time. Aside from that, they can now apply the recommendations and improve their performances. The manager accounts allow users to manage all of their Google Accounts in one place.

Other tasks you can with the mobile app are as follows: 

  • See the campaigns, evaluate, and compare the performance of all their accounts. 
  • Use the push notifications to check all the accounts – anytime, anywhere. 
  • Discover trends and performance insights for all your accounts in the Overview section. 
  • Use the optimization score to improve campaign performance and prioritize the recommendations for your accounts. 

Recommendation page 

Marketers can get all the new trends and tips on how they can improve their campaigns from the Recommendation page. There’s also the optimization score to help marketers prioritize the recommendations for their accounts. The Recommendations page will also be available in Google Ads Editor in the coming months. 

Google will have upcoming changes in the portfolio bid strategies in the next weeks. You’ll be able to monitor and manage your portfolio bid across your accounts. Using a single portfolio, it’s going to be easier for you to drive performance from all your accounts. There will also be a bid strategy reports in the coming weeks. 

What does this mean for you?

Using the manager accounts, marketers now have an easier way to access and get top-level performance data from all their accounts via their mobile devices. The downside to this is for marketers to take extra caution as it will be tempting for them to just tao the apply all button from their recommendations. Marketers still have to evaluate their campaigns and strategies as every action will lead to consequences that will impact the performances of their accounts.