Reset yer counters: Facebook has had to ‘fess up to yet another major ad reporting fail.
This one looks like it could be costly for the tech giant to put right — not least because it’s another dent in its reputation for self reporting. (For past Facebook ad metric errors check out our reports from 2016 here, here, here and here.)
AdExchanger reported on the code error last week with Facebook’s free ‘conversion lift’ tool which it said affected several thousand advertisers.
The discovery of the flaw has since led the tech giant to offer some advertisers millions of dollars …
Lawmatics, a San Diego startup that’s building marketing and CRM software for lawyers, is announcing that it has raised $2.5 million in seed funding.
CEO Matt Spiegel used to practice law himself, and he told me that even though tech companies have a wide range of marketing tools to choose from, “lawyers have not been able to adopt them,” because they need a product that’s tailored to their specific needs.
That’s why Spiegel founded Lawmatics with CTO Roey Chasman. He said that a law firm’s relationship with its clients can be divided into three phases — intake (when a client is deciding whether to hire a firm); the active legal case; and after the case has been resolved. Apparently most legal software is designed to handle phase two, while Lawmatics focuses on phases one and three.
The platform includes a CRM system to manage the initial client intake process, as well as tools that can automate a lot of what Spiegel called the “blocking and tackling” of marketing, like sending birthday messages to former clients — which might sound like a minor task, but Spiegel said it’s crucial for law firms to “nurture” those relationships, because most of their business comes from referrals.
Lawmatics’ early adopters, Spiegel added, have consisted of the firms in areas where “if you need a lawyer, you go to Google and start searching ‘personal injury,’ ‘bankruptcy,’ ‘estate planning,’ all these consumer-driven law firms.” And the pandemic led to accelerated the startup’s growth, because “lawyers are at home now, their business is virtual and they need more tools.”
Spiegel’s had success selling technology to lawyers in the past, with his practice management software startup MyCase acquired by AppFolio in 2012 (AppFolio recently sold MyCase to a variety of funds for $193 million). He said that the strategies for growing both companies are “almost identical” — the products are different, but “it’s really the same segment, running the same playbook, only with additional go-to-market strategies.”
The funding was led by Eniac Ventures and Forefront Venture Partners, with participation from Revel Ventures and Bridge Venture Partners.
“In my 10 years investing I have witnessed few teams more passionate, determined, and capable of revolutionizing an industry,” said Eniac’s Tim Young in a statement. “They have not only created the best software product the legal market has seen, they have created a movement.”
15 researchers propose a new standard for advertising disclosures
Laura Edelson Contributor
Erika Franklin Fowler Contributor
Erika Franklin Fowler is Professor of Government at Wesleyan University where she directs the Wesleyan Media Project (WMP), which tracks and analyzes political advertising in real-time during elections.
Jason Chuang Contributor
Jason Chuang is a researcher at Mozilla.
Dear Mr. Zuckerberg, Mr. Dorsey, Mr. Pichai and Mr. Spiegel: We need universal digital ad transparency now!
The negative social impacts of discriminatory ad targeting and delivery are well-known, as are the social costs of disinformation and exploitative ad content. The prevalence of these harms has been demonstrated repeatedly by our research. At the same time, the vast majority of digital advertisers are responsible actors who are only seeking to connect with their customers and grow their businesses.
Many advertising platforms acknowledge the seriousness of the problems with digital ads, but they have taken different approaches to confronting those problems. While we believe that platforms need to continue to strengthen their vetting procedures for advertisers and ads, it is clear that this is not a problem advertising platforms can solve by themselves, as they themselves acknowledge. The vetting being done by the platforms alone is not working; public transparency of all ads, including ad spend and targeting information, is needed so that advertisers can be held accountable when they mislead or manipulate users.
Our research has shown:
Advertising platform system design allows advertisers to discriminate against users based on their gender, race and other sensitive attributes.
Platform ad delivery optimization can be discriminatory, regardless of whether advertisers attempt to set inclusive ad audience preferences.
Ad delivery algorithms may be causing polarization and make it difficult for political campaigns to reach voters with diverse political views.
Sponsors spent more than $1.3 billion dollars on digital political ads, yet disclosure is vastly inadequate. Current voluntary archives do not prevent intentional or accidental deception of users.
While it doesn’t take the place of strong policies and rigorous enforcement, we believe transparency of ad content, targeting and delivery can effectively mitigate many of the potential harms of digital ads. Many of the largest advertising platforms agree; Facebook, Google, Twitter and Snapchat all have some form of an ad archive. The problem is that many of these archives are incomplete, poorly implemented, hard to access by researchers and have very different formats and modes of access. We propose a new standard for universal ad disclosure that should be met by every platform that publishes digital ads. If all platforms commit to the universal ad transparency standard we propose, it will mean a level playing field for platforms and advertisers, data for researchers and a safer internet for everyone.
The public deserves full transparency of all digital advertising. We want to acknowledge that what we propose will be a major undertaking for platforms and advertisers. However, we believe that the social harms currently being borne by users everywhere vastly outweigh the burden universal ad transparency would place on ad platforms and advertisers. Users deserve real transparency about all ads they are bombarded with every day. We have created a detailed description of what data should be made transparent that you can find here.
We researchers stand ready to do our part. The time for universal ad transparency is now.
Jason Chuang, Mozilla Kate Dommett, University of Sheffield Laura Edelson, New York University Erika Franklin Fowler, Wesleyan University Michael Franz, Bowdoin College Archon Fung, Harvard University Sheila Krumholz, Center for Responsive Politics Ben Lyons, University of Utah Gregory Martin, Stanford University Brendan Nyhan, Dartmouth College Nate Persily, Stanford University Travis Ridout, Washington State University Kathleen Searles, Louisiana State University Rebekah Tromble, George Washington University Abby Wood, University of Southern California
If you ever doubted the hunger brands have for more and better information about consumers, you only need to look at Twilio buying customer data startup Segment this week for $3.2 billion. Google sees this the same thing as everyone else, and today it introduced updates to Google Analytics to help companies understand their customers better (especially in conjunction with related Google tools).
Vidhya Srinivasan vice president of measurement, analytics and buying platforms at Google wrote in a company blog post introducing the new features that the company sees this changing customer-brand dynamic due to COVID, and it wants to assist by adding new features that help marketers achieve their goals, whatever those may be.
One way to achieve this is by infusing Analytics with machine learning to help highlight data automatically that’s important to marketers using the platform. “[Google Analytics] has machine learning at its core to automatically surface helpful insights and gives you a complete understanding of your customers across devices and platforms,” Srinivasan wrote in the blog post.
The idea behind the update is to give marketers access to more information they care about most by using that machine learning to surface data like which groups of customers are most likely to buy and which are most likely to churn, the very types of information marketing (and sales) teams need to try make proactive moves to keep customers from leaving or conversely turning those ready to buy into sales.
Image Credits: Google
If it works as described, it can give marketers a way to measure their performance with each customer or group of customers across their entire lifecycle, which is especially important during COVID when customer needs are constantly changing.
Of course, this being a Google product it’s designed to play nicely with Google Ads, YouTube and other tools like GMail and Google Search along with non-Google channels. As Srinivasan wrote:
The new approach also makes it possible to address longtime advertiser requests. Because the new Analytics can measure app and web interactions together, it can include conversions from YouTube engaged views that occur in-app and on the web in reports. Seeing conversions from YouTube video views alongside conversions from Google and non-Google paid channels, and organic channels like Google Search, social, and email, helps you understand the combined impact of all your marketing efforts.
All of this is designed to help marketers, caught in trying times with a shifting regulatory landscape to better understand customer needs and deliver them what they want when they want it — when they’re just trying to keep the customers satisfied.