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🍪❌ Monetizing The Post-Cookie Attention Economy

Tom and Alex from Honest FBA joins us this week on the pod
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GM nerds,
Welcome back to the newsletter that always saves its readers from being a this guy
in a this guy world:
Lots to get to this week, like:

→ The Chatbot Outperforming Bing, Bard, and GPT-4
→ an Ecommerce Alert: Dodging the latest Magecart Scam
→ Monetizing The Attention Economy in a World Without Cookies
→ and more, obviously

But first…
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This week, James and I talked shop with Tom and Alex from Honest FBA. They share a super in-depth perspective on how things have changed in FBA and how they continue to find new ways to thrive in the space. Growth levers. Capturing customer data. Getting to the bottom of what drives rankings. The conversation covers all of this. If you’re thinking of starting- or wanting to improve- an FBA brand, you won’t want to miss this episode.
Ecommerce Alert 🚨‼️
First of all, "a new ongoing Magecart-style web skimmer campaign" has been spreading through Magento, Shopify, WooCommerce, and WordPress over the last few weeks and stealing credit card info along the way.

Akamai recommends: update your third-party apps and plugins, make sure the platforms you use are updated to their latest versions, and use a WAF to detect and prevent hackers.
Monetizing The Attention Economy in a Cookieless World 🍪❌
A new report by Accenture dives deep into new and emerging trends and approaches to data tracking in a post-cookie digital landscape.

The battle for advertising share of voice and attention is multifaceted, but the report focuses on 1) platform proliferation; 2) competition for eyeballs; and 3) data privacy shifts. Their findings? "Advertisers are at a critical inflection point, and survey data reveals that almost 1/3 are at risk of falling behind due to four common challenges."

The report gives "Seven key actions to thrive in a cookieless world":

"Nailing the Basics"
1) Centralize and fortify in-house customer and audience data
2) Test resilient targeting solutions without disrupting current strategies
3) Use revenue-based ROI as the core metric

"Enhancing the Foundation"
4) Build or enhance resilient measurement and attribution capabilities
5) Diversify content development and activation strategies through AI and creators

"Advance Ahead of the Pack"
6) Invest in identity resolution capabilities
7) Redesign the organization to drive shared full-funnel accountability
AI Insight 👁️🤖
→ Apple’s loud entrance into the VR scene really turns up the volume on its continued (relative) silence on the AI front— other than banning its employees from using ChatGPT on the job, that is. Forbes dropped some predictions about how Apple might join the AI arms race… This piece details the Transformer-based Autocorrect currently in development, which some have said is basically an understated launch into the AI space.

→ Bing Chat has increased its limits from 20 to 30 messages per chat, and up to 300 per day. It’s also showing more visuals for travel queries:
→ This hour-long video collab between iPullRank and WordLift is worth a watch for anyone who wants to hear smart people analyze AI Content for SEO.

→ Anthropic’s Claude hasn’t been generating as much buzz as other chatbots, but that might need to change. According to SEJ, Claude-instant-100k is outperforming Bing, Bard, and GPT-4 not only in terms of token limit but also wrt hallucination frequency.

→ Hot tip: here’s a cheeky piece on how to use ChatGPT to create an SEO Chrome extension.

→ According to a survey by Botco.AI, 73% of marketers are now using generative AI. Of the 27% not using it, almost half expect to be doing so within two years— if you’re in this camp, may I humbly suggest:
wtf are you waiting for?
What’s Good @ Google 📊✅
→ Speaking of AI, this is pretty cool: Google AI is now letting users create Google Ads campaigns within the chat experience.

→ Even though Google is still pushing you to switch to GA4 with some urgency, there are ongoing issues linking AdSense accounts to GA4. They're working on it.

→ John Mueller opened up on domain selection, providing some info that should help you determine whether a country-specific (ccTLD) or a generic (gTLD) domain is right for your project.
🔌 Speaking of Google.. Interested in working with us on SEO? Schedule a call and see what we’ve done for brands like Thrasio, Sotheby’s, Medtronic, and hundreds of others!
Social Media Round-up 📲🤳
→ LinkedIn just dropped a new playbook on "Winning in the new age of SAAS" that explains where SaaS has been and is going, how to drive growth and expansion through a new GTM approach, and three core principles to accelerate growth sustainably: 1) Leverage data to lower CAC; 2) Create pipeline acceleration campaigns; and 3) Reallocate budgets to brand and installed base expansion.

→ NYT reports that Twitter’s US ad sales have plunged 59%.

→ Why the skyrocketing prices of accessing the API of apps like Twitter and Reddit could be a really bad thing for the web... Mods of some of the most active subreddit communities on the site are organizing rebellions.

→ Instagram just made a big move toward transparency, explaining how the different Feed, Stories, Explore, Reels, and Search algorithms each individually rank and recommend content.

→ Social Media Today unpacked Meta’s new report on New Insights into Video Ad Performance, highlighting a few key takeaways: Meta ads generated a 30% return on ad spend than TV ad campaigns; Meta videos deliver the highest return on ad spend, with Reels and short video clips seeing the best performance; and Videos shorter than 15 seconds performed best for promotions.
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Jacky Chou
Founder of Indexsy
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Test resilient targeting solutions credit card info postcookie digital landscape critical inflection point four common challenges Seven key actions hourlong video collab latest Magecart Scam best writing candidates powerful recruitment platform data privacy shifts identity resolution capabilities AI arms race

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