… the Media Code has been amended and passed, Google and media publishers came to the table to negotiate around News Showcase, and Facebook and the Australian government played chicken with the fate of news on social media, with Facebook banning Australians from seeing and sharing local and international news.
Facebook news is back on now but why did it happen and what happens next?
See Datisan’s summary of the proposed code, opinions on the code and the events leading up to the Facebook Australian news ban on this page here.
Many people were more worried about Google turning off its local services than worrying about Facebook, based on communication in the market prior to February 17 2021, even though Facebook had released statements over the past six months that made it clear they didn’t think the code was workable.
But the social media company caused alarm with what was seen as a sudden decision in mid-February to block news on its platform across Australia after the House of Representatives passed the draft law.
Facebook restricted access to news in Australia the same day as the announcement, as they wanted the change in place prior to the code being passed.
They advised that news makes up less than four per cent of what people see in their feeds, but you’d likely notice a difference when logging into the social network.
Will Easton, Managing Director, Facebook ANZ said,
There is a fundamental misunderstanding of the relationship between Facebook and news publishers.
And mistakenly, the blackout also cut access, at least temporarily, to government pandemic, public health and emergency services, fueling outrage. Facebook’s justification for including non-news pages was that the proposed law has a broad definition of news.
Easton also said,
As the law does not provide clear guidance on the definition of news content, we have taken a broad definition in order to respect the law as drafted.
You can read more of that initial statement here.
Facebook’s victory came at the cost of a public relations disaster. Either accidentally or otherwise, its news ban had a chaotic public effect, blocking access to important information on emergency services pages in the midst of bushfires in Western Australia and flooding in Queensland.
After a week of what we suppose was furious negotiation and Google Meet or Zoom calls, Facebook advised that the platform would reinstate news pages, as it also deals with media outlets to come to agreements.
Facebook said it would continue to negotiate deals with Australian publishers, as mentioned in many media reports, like this one from The Guardian.
Easton mentions in regards to the negotiations,
We are satisfied that the Australian government has agreed to a number of changes and guarantees that address our core concerns about allowing commercial deals that recognize the value our platform provides to publishers relative to the value we receive from them.
The Verge describes the outpouring of public comment rather well, saying,
Certainly the execution of the ban left something to be desired. Rather than building a blacklist of news sites to restrict, Facebook tried using its machine learning systems to identify news publishers, and the systems went predictably haywire.
The amendments to the code which were negotiated between Facebook and the Australian government were outlined in a release from the Australian government.
Frydenberg and Facebook confirmed that the two sides agreed to amendments to the proposed legislation. The changes would give digital platforms one month’s notice before they are formally designated under the code. That would give those involved more time to broker agreements before they are forced to enter binding arbitration arrangements.
The New York Times notes that this appears to give Facebook more time to strike deals, similar to those reached by Google in the last couple of weeks. Campbell Brown, Facebook vice president for news partnerships said,
The government has clarified we will retain the ability to decide if news appears on Facebook so that we won’t automatically be subject to a forced negotiation.
In the public forum, Facebook maybe didn’t realise how this would look and impact, you know, the users of its platform. Many went on to say that Facebook was implementing ‘bully tactics’.
The ABC noted that both sides think they won, as they both gained concessions.
Josh Frydenberg, the Liberal party’s deputy leader who spearheaded the new law, said this was a significant milestone.
This legislation will help level the playing field and see Australian news media businesses paid for generating original content.
The Australian Competition and Consumer Commission (ACCC) says the law will address a significant bargaining power imbalance between Australian news media businesses and Google and Facebook.
According to Frydenburg, the amendments will strengthen the hand of regional and small publishers in obtaining appropriate remuneration for the use of their content by the digital platforms.
The ABC did well promoting its news app in the wake of uncertainty about the flow of news, becoming the number one downloaded free app in the Apple Store within 48 hours of the blackout
But the ABC also noted that it might be harder for small digital players to start news websites. Gathering an audience will be more expensive and take longer without Facebook. Read more here.
Jeff Jarvis, a journalism expert from the City University of New York, said media tycoon Rupert Murdoch, who owns most of Australia’s major newspapers through his U.S-based News Corp, is the biggest winner while smaller titles and new media startups would suffer most.
Murdoch’s media empire was seen as a driving force behind the Australian legislation, which he noted includes a requirement for media companies to earn at least $150,000 AUD in revenue to be eligible.
Google also suggested initially that it would have to pull its search engine from the country if the law came into force, but it later walked back its plans. Instead, Google chose to ink deals with media organisations to pay them for news content via News Showcase.
Read Datisan’s summary of the News Showcase launch here.
Melanie Silva, Managing Director of Google Australia published a new open letter addressing the issue, which can be viewed here.
Our consistent ask has been that we avoid legislative proposals that would break the fundamental principle of the web – that it should be free and easy to link to websites. By establishing a program to pay news publishers, News Showcase offers a constructive path forward.
Having mounted a strong PR and communication strategy about the potential withdrawal of services, Google was able to successfully negotiate with many additional publishers post-launch, while also being able to leverage and enjoy the concessions Facebook as negotiated.
Professor Leaver, Curtin University, speaking to the ABC confirms this by saying,
Google comes out of the Facebook news ban looking good.
The question regarding whether this will have long-term adverse impacts to Google or Facebook is yet to be seen but a number of opinions were published about this in the past two weeks, even though the issue has left the main news cycle for the moment.
Facebook’s decision to block access to pages like 1800Respect, the WA Department of Fire and Emergency Services and the Bureau of Meteorology was unnecessary, heavy-handed and will damage its reputation, according to Treasurer Josh Frydenberg.
Michael Tibbles, digital media manager, MediaSmiths, as quoted in AdNews, said
While the move by Facebook to remove Australian news is a highly risky PR move, it is unlikely to result in a loss of significant ad revenue in the short term.
Rebecca Wilson, CEO of Starts at 60, wrote a widely-shared opinion piece for Mumbrella that highlighted her worry that the over 60s voice has been silenced by this brinkmanship between the government and the media platforms.
The Urban List founder and CEO Susannah George welcomed the news of a restored Facebook and felt that the intent from Facebook to support small and local publishers was heartening, when speaking with AdNews.
Diversity of voices is vital to Australia’s cultural fabric – diversity driven by the home-grown, digital-first publishers that champion our small businesses, events, tourism and arts scene.
So do we. Some of which are:
As we have said in our summary of the code at the beginning of February (which you can read here) , there are a lot of moving parts to this story. Datisan is keeping tabs on it and will update our blog as more information comes to hand.
TLDR: Facebook bans news in response to negotiations breaking down around the News Media Bargaining Code, then turns the news back on once the code is amended. Google and Facebook negotiate with publishers and no one is sure what the code will look like in practice yet.
We are always looking and listening to current news and information with the view to share it with our clients and followers. If you don’t already, sign up for our monthly enewsletter, the Datisan Download, to be in the know.
Join our mailing list to receive the latest news and updates from our team and our monthly newsletter, the Datisan Download.
Australia got its first look at Google News Showcase this week (4 Feb).
The release, first announced in mid-2020, has gain a lot of attention in Australia in recent weeks, as Google highlighted News Showcase as an alternative option to current format of the proposed News Media Bargaining Code.
Google News Showcase is a new news experience that launched in some global markets in late 2020. Google has previously withheld bringing the News Showcase product to Australia over disagreement about the Australian government’s proposed news media code.
Alongside a considerable investment (AU $1.3b), Google has been bringing on more and more publishers and content. There are currently over 450 publications across a dozen countries including the UK, Germany, Brazil, and Canada.
Google’s intention with this experience is to let readers dive deeper into more complex stories and stay informed on the issues and events that local, national, and global newsrooms highlight through their Google News Showcase panels.
If, like us, you’ve been watching the media coverage surrounding the News Media Bargaining Code with interest over the month, the launch of News Showcase in Australia could be very important.
Google has said that the initial version will have a focus on local, regional and independent publishers, given the “importance of local information and the role it will play in people’s everyday lives”.
The roll-out of News Showcase comes off the back of Senators recently advising in parliamentary hearings that they couldn’t tell if it would be a suitable solution or compromise to the News Media Bargaining Code for fairly financially supporting news publishers, as the product was not yet tested in Australia.
At the beginning of Febraury, Nine (the parent company for publications like the Sydney Morning Herald and The Age) initially dismissed Google’s offer to pay media organisations with the launch of Showcase – stating it wouldn’t negotiate with Google prior to the code coming into effect. Read more
But two weeks later, we were reading that it was all sorted, with Nine and Google striking a $30m news deal.
Australian publishers will be paid to provide content for News Showcase. The initial publishers featured in the February 4 launch were among the first globally to sign up, providing early feedback and input on how the product could help bring their journalism to the fore for readers.
As this early version of News Showcase rolls out, the partnerships will provide financial support for some of the country’s independent, local and regional publications including The Canberra Times, The Illawarra Mercury, The Saturday Paper, Crikey, The New Daily, InDaily, InQueensland and The Conversation.
Showcase is an opportunity for our 14 daily titles to curate their trusted local journalism for Google News users and we are working constructively with Google to explore the exciting potential of this product to engage mobile audiences.– Tony Kendall, CEO of Australian Community Media
Panels on News Showcase display an enhanced view of an article or articles, giving participating publishers more ways to bring important news to readers and explain it in their own voice, along with more direct control of presentation and branding. The panels will appear across Google News on Android, iOS and the mobile web, and in Discover on iOS, bringing high-value traffic to a publisher’s site.
Where available, Google will also offer to pay for free access for users to read paywalled articles on a publisher’s site. This will let paywalled publishers grow their audiences and open an opportunity for people to read content they might not ordinarily see.
The expectation is that Google will bring more Australian media partners on board in the coming weeks and months as they further build out the experience for publishers and users, as well as use this as a compromise for some of the components of the News Media Bargaining Code.
The Sydney Morning Herald has since said that the federal government has signalled that it may consider amendments to its digital media code if Google can convince large media companies to sign up, sparking a rush of last ditch negotiations.
As we have said in our summary of the code at the beginning of February(which you can read here) , there are a lot of moving parts to this story. Datisan is keeping tabs on it and will update our blog as more information comes to hand.
TLDR: Google has announced a new, curated news landing page that could provide the break in the stalemate around the News Media Bargaining code.
Source: Release / Google
We are always looking and listening to current news and information with the view to share it with our clients and followers. If you don’t already, why not sign up for our monthly enewsletter, the Datisan Download, to be in the know.
Join our mailing list to receive the latest news and updates from our team and our monthly newsletter, the Datisan Download.
If you want to know more or have questions, you can talk to Datisan through our Contact page.
With this certification, Datisan is recognised as the first certified sales partner with both Google Marketing Platform and Google Cloud in Australia/ New Zealand.
We’ve been working towards building full stack capability as a business for some time. It is so important for brands to be able to control their data. I’m very excited for us to be the first in the market in ANZ to achieve this milestone
– Chris Rozic, CEO & Co-Founder, Datisan
Being a full stack partner across Google Cloud Platform and now Google Marketing Platform enables Datisan to partner with clients and enable maximum efficiencies and outcomes across our cloud for marketing ecosystem.
With our ability to now offer Google Analytics 360, Display & Video 360, Search Ads 360 and Campaign Manager alongside our existing capabilities & certifications with Google Cloud allows Datisan to solve problems differently.
Chris attributes Datisan’s success to taking a singular, data-driven approach to digital marketing analytics before it became the buzzword it is today. He feels that businesses need to adopt to a new way of leveraging adtech and martech tools.
The industry is undergoing significant change, and I believe we’re at a turning point where businesses have no choice but to embrace it.
Australian brands and agencies continue to grow their investment in digital advertising which is now at $9.1 billion (up 7.1% in the last two years). Illustrative of this, programmatic advertising has reached a new peak in the last quarter to June, with 44% of all advertising on content sites being programmatic and the percentage of inventory bought directly from advertisers decreasing to 15%, according to IAB Australia Online Advertising Expenditure Report (OAER).
Chris added, continuing to say, “Customers have growing expectations to have personalised and efficient experiences with brands – from seeing an ad all the way to a conversion.”
Brands need to take back ownership of their marketing data to enable these experiences and drive transparency into what works for the end user or customer, who increasingly wants their data protected.
By offering first-party data ownership, we help advertisers embark on a journey with their in-house or agency teams in consolidating multiple disparate platforms and supercharging their digital capabilities.
– Bharat Tarachandani, Head of AdTech
Bharat led the effort for Datisan’s certification with Google Marketing Platform and is excited to see how this can now work together with Datisan’s strategic approach to client marketing data across both Google Marketing Platform and Google Cloud.
“The industry has been asking for more transparency, data ownership and a single view of the customer journey. Google Marketing Platform offers that opportunity to adopt a platform built with digital-first focus to deliver for today and the evolving future.” Bharat stated.
Google Marketing Platform will allow for the consolidation of platforms (like targeting, bidding, personalisation and measurement), which can traditionally be a challenge. We believe this will be an opportunity to bring data, analytics and media together. Importantly, this will help to maximise client investments.
Different to a traditional media agency with full stack capabilities, Datisan’s expertise with Google now sets us apart as a Platform Enablement Partner. For CMOs this means the opportunity to work with a partner that can deliver transformational change to their marketing outcomes.
Chris concluded that Datisan’s success had been built on a relentless focus on a results-driven, optimal client experience.
Datisan is looking beyond the horizon at what technology and culture trends are going to change both ours and our clients’ businesses.
Visit our Google Marketing Platform page to learn more about this exciting range of tools and platforms.
Google Analytics has introduced a new property type that enables exciting new functionality, including enhanced cross device visitor stitching (how’s that different to GA3?) ), which is a huge leap forward for out of the box marketing attribution and single view of users across devices. In the world of complex customer journeys, user centricity represents a key to success.
The release, announced in mid October 2020, is an expansion and rebranding of what was known as the App+ Web update that was launched last July. The announcement of Google Analytics 4 (or GA4) marks a definitive future direction for Google’s Analytics product designed to bridge the gap between traditional websites, web apps and mobile apps, and to enhance the ways we can access more meaningful and actionable insight from our data.
GA4 will be the default option when you set up a new non-enterprise property. The previous iteration (Universal Analytics) will continue to remain available for now (how long?). Google and Datisan recommend that site owners set up both property types and run them in parallel. Any new feature development coming to analytics will be focused on GA4.
The new features available in the ‘new’ Google Analytics can be grouped into four themes:
Google aims to provide a more complete cross-channel view of the customer lifecycle and puts that information to use with predictive marketing features. This will provide more information to marketers and efficient ways to act on those insights.
With all the talk about the death of third party cookies, it’s important to note that GA4 is privacy-centric by design, so you can rely on Analytics as the changes on restrictions to cookies and other identifiers create potential gaps in your data.
By applying Google’s advanced machine learning models, the new Analytics can automatically alert you to significant trends in your data – like products seeing rising demand because of new customer needs. Conversely, it can also alert you to drops in your key metrics.
It calculates churn probability so you can more efficiently invest in retaining customers at a time when marketing budgets are under pressure
GA4 will provide a more complete understanding of how customers interact with your business. The new Analytics gives you customer centric measurement, instead of measurement fragmented by device or by platform.
You’ll also get a better understanding of your customers across their entire lifecycle, from acquisition to conversion and retention.
Based on user feedback, Google simplified and re-organised reporting so it’s easier to find marketing insights based on the part of the customer journey you’re interested in.
For example, you can see what channels are driving new customers in the user acquisition report, then use the engagement and retention reports to understand the actions these customers take, and whether they stick around after converting.
Set up a new property to run in parallel to your Universal Analytics or dual tag your pages. This will allow you to collect data across both properties simultaneously (What happens to my year on year analysis in the new property?). It is expected that over time any new functionality and features will only appear in the GA4 property type.
The reason to begin dual tagging now, even if you’re not ready to start utilising these new features, is that it gives you historical data to analyse when you are ready to make GA4 your primary property type.
Google has provided examples of recommended event types and naming conventions. Datisan also has a recommended approach designed to minimise the impact to your existing reporting processes. The aim is that these recommended naming conventions will make your set up future proof as new features roll out and take advantage of these predetermined structures.
Google is also launching a property migration tool to help you nominate a primary GA3 property that you wish to migrate setup configuration for GA4. This should save some time configuring and making the transition in GA4 easier.
If you want to know more or have questions, you can talk to Datisan or click through to our contact form below.
We believe not much will change in the short term, but as mentioned, it’s expected that any future updates will only occur in GA4, so it’s worth setting up that new property.
What isn’t known yet in much detail is what this announcement means long-term for users of Google Analytics and the enterprise level Analytics 360, but Datisan will keep you in the know with all the latest updates and releases.
The initial ones that have come up include things like:
We are in the process of getting to the bottom of these questions and many others and we are keen to share our findings! If you’d like to be kept up to date then sign up for our upcoming GA4 content series below.
Source: Release / Google
TLDR: There is a new property type announced for Google Analytics, that will give you smarter insights to improve marketing decisions and get better ROI, as well as a more complete understanding of how customers interact with your business. Set up a GA4 property type to run alongside your current analytics.
Last week I had the fortune of being able to attend Google Marketing Live (GML) in sunny San Francisco.
GML is Google’s annual event for marketers where they showcase the latest in advertising and announce many (many) new product developments.
While the full list of product announcements from Google can be found here for Google Ads and here for Google Marketing Platform, there are a couple in particular that really stood out for me. Predominantly because they open up the competitive landscape between Google, Facebook and Amazon as they all fight for the marketers dollar:
An ‘in feed’ ad unit that is available via the new Google Discover product on mobile. This is a new form of visual advertising product from Google that is designed to target customer earlier in the purchase journey and help them discover new products or services they might be interested in and will compete head to head with Facebook and Instagram. Discovery Ads will also be surfaced in Google Discover, YouTube and Gmail. Full details can be watched here
A redesigned shopping and checkout experience that will compete directly with Amazon. All the details can be watched here
I did want to share the key themes that I think will shape the marketing industry over the coming years as we move into a brand new era for advertising and customer experience.
The overarching and pervading theme was privacy, or put another way, responsible marketing. If I was playing buzzword bingo on the word ‘privacy’ during many of the keynotes and presentations I would have been very busy.
But all jokes aside, privacy is the new normal. I was impressed to learn how privacy is the core design principal for all of Google’s products moving forward. If they can’t solve a problem or provide a solution in a privacy complicit way, then the product (or feature) doesn’t get built.
Firstly the idea that one day we will be able to measure absolutely everything with 100% accuracy down to the individual customer level is gone.
This has massive implications for marketers. Firstly the idea that one day we will be able to measure absolutely everything with 100% accuracy down to the individual customer level is gone. That’s not to say that marketers should not pursue a complete view of their customers based on their own first party data (more on that soon). Being able to bring in all the data from multiple platforms (3rd party data) to understand the entire customer journey across devices, networks and platforms is technically not possible in a privacy-first world.
The implications are that marketers will need to get comfortable with having incomplete data. However the good news is that with the massive advancements in machine learning, predictions can be made from aggregate data that help us develop a more complete picture of the customer journey and customer preferences.
This was Google’s word for personalisation. Being able to anticipate the customer needs, wants and preferences and provide them a solution at the precise moment they need it.
Google has embedded personalisation into all of its new ad products and innovations and is making it easier for marketers to target those users at the right moment through some of its audience buying features in Google Ads and in Display & Video 360.
From a Google perspective, having so much unique data on all their users and having a unique insight into users intent enables them to offer many valuable advertising solutions for marketers and turn those ads into a relevant and rewarding experience for their users.
Without a robust first party data strategy and a centralised marketing data store there is no personalisation.
For a marketer, the key to personalisation is first party data. Without a robust first party data strategy and a centralised marketing data store there is no personalisation.
My take away around personalisation is for owned platforms by the marketer (think website, ecommerce store, app etc) your first party data is the fuel that will drive personalisation and anticipate customers needs. There maybe some enrichment available from 3rd party data sources but this will become less over time as privacy continues to drive to the fore.
For earned or paid platforms like Google marketers will need to rely on sharing their anonymised 1st party data (in a privacy complicit way) with the platform to assist with more accurate targeting and personalised advertising but there are limited opportunities for data sharing back the other way. Ads Data Hub is solution available to Google’s enterprise customers using Google Marketing Platform that does provide some anonymised data back to advertisers that can be used to complement and extend their understanding of the customer journey in aggregate format.
If you’d like to learn more about more about any of the ad innovations from Google Marketing live or how to harness the power of your first party data please reach out to myself or feel free to hit up the team at Datisan here.