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Google Ad Tech Breakup Sought by DOJ

| Mike O'Brien

The Department of Justice is again suing Google for alleged antitrust practices, this time over its dominance in ad technology, with the DOJ making the case that its market dominance over both the buy and sell side of the equation effectively muscles out competitors.

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Consumer Data Bonanza Over Cyber Weekend

| Mike O'Brien

The recent Cyber Weekend was a boon for online mining of consumer data, with major social media players using cookies to track users’ activity across the internet, including of course ecommerce websites, often without permission, then sell the data to advertisers.

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Cart Abandonment: 3 Ways to Reduce It with Better Checkout Experiences

| Kia Saedi

Cart abandonment is a persistent problem for ecommerce brands. A sluggish or confusing checkout gives shoppers more time to reconsider their order and leave without paying. But with simpler, faster checkout processes, you can encourage them to follow through with each purchase. Here are 3 steps you can take to reduce abandonment.

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TikTok Has a Massive Moment in 2022

| Mike O'Brien

TikTok, the hugely popular short-form video site owned by Chinese firm ByteDance, had quite a year in 2022, surpassing 1 billion users globally and making itself a force to be reckoned with in advertising, ecommerce and fulfillment, becoming the latest competitor to Amazon’s dominance. But government bans are applying heat.

Amazon Inspire

Amazon Inspire Treads in TikTok Territory

| Mike O'Brien

Amazon is launching a TikTok-like feature called Inspire that lets users scroll through short-form videos and hopefully buy stuff from brands, but industry observers don’t seem too inspired by the company’s latest venture into social commerce, an area that hasn’t really exploded. It’s the latest in a decade of social commerce experiments.

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Livestream Commerce Needs a CX Upgrade

| David Fletcher

Livestream commerce became more popular during the pandemic lockdowns, and there are new reasons why it’s seeing some pickup. Some high-profile shakiness in the U.S. (see Facebook, TikTok) means brands need to understand what their audiences want and need, instead of trying to apply here what worked in other markets.

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Search Isn’t Sexy, But It Sells

| Will Blesener

Are there any instances where it’s not advisable to spend in search? Sure, if you’re a brand-new product with no organic ranking, and it’s going to cost you $10 per click to get to the first page of the keyword to sell a $4 product, you might be better off moving those dollars elsewhere. But spend wisely and don’t go entirely dark. 

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TikTok Ad Spend Exploding As Facebook Slows

| Mike O'Brien

A study sampling 5,000 DTC sellers in Q2 found ad spend on TikTok was up 53% from the previous quarter, as brands flock there based on lower costs relative to Facebook and Instagram, as well as the short-form video platform’s younger audience being their lifeblood for the future.

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Marketplaces: Avoiding the Ad Death Spiral

| Andrew Yates

For marketplaces that rely on ad revenues, it’s all about conversions. And if you can’t optimize search, listings, ads and promotions on your site, you don’t get conversions. This leads to desperate blasting and promotions that just drives drives users away and kills revenue. Here are 5 steps to help you avoid this dreaded ad death spiral.

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The Best Marketers Experiment Every Day

| Nikita Bykadarov

How do marketers stand out, when so many dollars are chasing the same consumers? There’s still too much uncertainty about what channels work for which messages. To get the most out of each channel, experiment. Constantly test different messages, landing pages and designs to learn what works to inform your tactics.