Click Through Reads #76: Microsoft Advertiser Verification, Instagram Full-Screen

Welcome back to another week of Click Through Reads! 

Microsoft announced a new advertiser verification program rolling out in a number of countries to combat ad fraud.

While we’re on the topic of security, Spotify has partnered with Integral Ad Science (IAS) to create a brand safety framework for podcasts, the first of its kind!

Now let’s switch gears a bit. It’s important to put your best foot forward across the whole flow of your brand. That’s why LinkedIn is introducing the ‘Creative and Design’ Certification.

And finally, Instagram is testing a full-screen main feed redesign in an effort to keep up with TikTok. See what this means for your clients.

It’s a packed week of industry news, so let’s hop in!

Microsoft Starting Advertiser Identity Verification

Microsoft announced the roll-out of an advertiser verification program this week, similar to what Google has been rolling out over the last two years. An increase in online activity and transactions, mainly stemming from the pandemic, Microsoft has noted a similar rise in ad fraud and online scams. To combat this trend, Microsoft is introducing its verification program to product users.

Advertisers in Australia, Brazil, Canada, the United Kingdom, the United States, and more will need to verify their identities using government-issued, photograph-included personal identity or business-related documents to complete the process. The program will be expanding to other countries in the near future. Timelines for completing the process weren't confirmed at the time of the announcement.

Spotify Creates A Brand Safety Framework for Podcasts

In recent years, podcasts have grown from a niche medium to a mainstream medium. In 2021, Podcast ad revenue surpassed $1 billion and is forecast to almost triple to more than $4 billion in 2024. 

With this in mind, Spotify has partnered with Integral Ad Science (IAS) to create a brand safety framework for podcasts. The technology will be the first of its kind across a digital landscape where safety precautions currently exist for video, but not audio.

This new technology will use episode-level transcription technology to help advertisers exclude topics that don’t align with their brand. They are also developing reporting tools to give advertisers greater transparency into where their ads are being heard.

Last year, Spotify announced that they are the first audio partner to join the Global Alliance for Responsible Media (GARM) to assist in defining what brand safety is for audio. Adopting GARM’s guidelines, the new technology will be powered by Spotify’s first-party data and verified by IAS’ independent analysis solutions.

There is no word yet on when the new safety solutions will launch. You can read the announcement here.

LinkedIn Announces Their ‘Creative and Design’ Certification

Did you know 47% of B2B buyers view 3-5 pieces of content before engaging with a sales rep? I guess that’s a great reason to put our best foot forward on all fronts! That’s also why LinkedIn is releasing a brand new ‘Creative and Design’ certification. The overall page experience isn’t limited to 1 or 2 pieces but rather the whole flow of the brand, including ad text, imagery, and content shared or produced by the company.

They hope to create a solid baseline for marketers and social media managers to work off. Arming their social network with knowledge is beneficial to all parties involved.

There are three segments to their new Creative and Design certification:

1. “Building an Organic Presence with LinkedIn Pages”
• Organic presence and interactions can help bolster paid campaigns. Similarly, paid campaigns can be a useful boon for any organic push for reach.
  
  
2. “Creative Design For LinkedIn”
• Creative design is a key element of both paid and organic on social. If you’re not connecting with your audience, you’re missing one of the largest draws of social media.
  
  
3. “Building a Full-Funnel Content Marketing Strategy on LinkedIn”
• It’s certainly fun to produce amazing content, but we’ve got to remember the goal - expanding the business!

Instagram’s Main Feed Is Going Full Screen

Instagram will be testing a full-screen main feed redesign with updated navigation features in an effort to compete with TikTok while also making it easier to discover content and connect with others. While this format is more conducive to the videos, it's also rolling out across photos. Since photos aren't generally uploaded in vertical dimensions, photos will likely be cropped, resulting in a loss of content. With this platform update, we’ll need to ensure our clients are running vertical dimension photos, preferably including video, since the platform is continually evolving into a short-form video platform.