Twitter's Unexpected Retreat as it Partners with Google Display Network

Twitter, or should we say "X" now, has decided to collaborate with the Google Display Network in a plot twist worthy of a Shakespearean farce. This surprise union follows a 59% drop in Twitter's ad revenue, making it a real-life drama. Let's unravel this unusual couple's collaboration, peppered with humor, and see if they can rekindle Twitter's ad flame.

Twitter's Identity Crisis: From Twitter to X

First things first, Twitter has undergone a rebranding, and now it goes by the mysterious name "X." It's like your friend Steve suddenly insisting that everyone call him "Lord of the Dance" because he learned a few dance moves. But we digress.

Twitter's Desperate Move: Outsourcing Ad Sales

Twitter, apologies, X is in a pickle. Its ad revenue dropped precipitously, forcing it to outsource the sale of some of its ad space. It's like watching a superhero request assistance from their arch-nemesis. The question is whether this unusual alliance can save the day.

Google's New Playmate: The Google Display Network

So, Twitter, or X, is now holding hands with the Google Display Network. It's like your cat making friends with a dog; you never thought you'd see the day. Advertisers will soon be able to access X's home feed inventory through Google Ads Display campaigns. But, shh, the exact details of the deal are a well-guarded secret, probably buried in a treasure chest guarded by a dragon.

Why It Matters: Twitter's 59% Ad Revenue Freefall

Why should you be interested in this amusing rendezvous? After Elon Musk came over, Twitter's ad revenue decreased by 59% in the United States. It's like witnessing a big-budget film bomb at the box office. With ads accounting for 90% of X's revenue, this setback proved devastating to the company's profit margins.

Elon Musk's Attempted Rescues: New CEO and Now Google

Enter Elon Musk, the mastermind behind SpaceX and Tesla. He's trying to save the day by first bringing in Linda Yaccarino as the new CEO. It's like trying to fix a leaky boat with a Band-Aid. Now, he's outsourcing ad sales to Google, one of the advertising industry's bigwigs. It's almost as if he's calling in the Avengers to deal with a neighborhood dispute.

A Potential Marketing Superpower: Google and X's Data Fusion

According to Tom Ruff, Head of Social at digital marketing agency Journey Further, the odd couple's union has a silver lining. He believes that he can construct the ideal marketing database by merging data from Google and X. It's like combining peanut butter and chocolate—it'll either be a match made in heaven or a disaster. However, the effectiveness of this collaboration is dependent on their ability to successfully communicate their data.

Google's Take: It's Just Business as Usual

What does Google have to say about all this? Well, they seem pretty nonchalant, as if they've seen it all before. According to a Google spokesperson, X has decided to monetize its home feed with Google Ad Manager. It's like hearing your neighbor say, "Oh, they've just decided to mow their lawn at 5 AM. No big deal." Google insists that advertisers can still choose where their ads will appear because, you know, they have standards to uphold.

Conclusion: Will This Odd Couple Save the Day?

The alliance between Twitter, er, X, and Google is a beautiful twist in the worlds of social media and advertising. Will this unlikely pairing resurrect X's ad revenue, or will it be a comedy of errors? Only time will tell whether this collaboration is a blockbuster or a one-season sitcom in the realm of technology and advertising. We'll be watching with popcorn in hand, either way.

Read next: Microsoft CEO's Bleak Outlook on Google's Search Dominance
by Rubah Usman via Digital Information World

The Best US Cities for AI Jobs Revealed

Much like social media fueled a firestorm of new job openings in the 2010s, and similarly to how the tech boom of the 2000s created multiple new opportunities for gainful employment, the latest trend of AI is driving considerable growth in the job market as well. In spite of the fact that this is the case, not all of these AI jobs are spread equally across the US. Luckily, the Brookings Institute has identified six of the hottest locations for AI jobs.

With all of that having been said and now out of the way, it is important to note that San Francisco offers more AI opportunities than the rest of the major hotspots combined. 20 of the most highly valued AI startups in the world are based in San Francisco, thereby indicating that there are better paying jobs here than might have been the case otherwise.

Indeed, California itself is perhaps the single best location for anyone that wants to enjoy the AI space in the near future. Based on the findings presented within this report, 35 of the top 50 AI companies according to Forbes are located in this state along the Western Coast of the US.

Furthermore, 60% of jobs that are focused on the rapidly rising field of generative AI can be found in the Bay Area, further confirming that San Francisco is the place to be if you want to get in on the ground floor. Perhaps most importantly, OpenAI, widely considered to be the most promising AI start up in the world, has its base of operations in this region.

Coming in at a distant second is New York with four of the biggest AI start ups located there. Texas has a couple of decent companies in this space as well. One thing that might make New York a tad more appealing is that it contains Runway, an AI based video editing company that has made waves after helping create scenes in the critically acclaimed film Everything Everywhere All At Once. This just goes to show that there is a lot of diversity in the industry at present.

Read next: 78% of Companies Say AI Created More Jobs
by Zia Muhammad via Digital Information World

Microsoft CEO's Bleak Outlook on Google's Search Dominance

Have you felt a tug of war lately between Microsoft Bing and Google? If not, then this piece is fresh from the oven just for you. Microsoft CEO Satya Nadella has launched a tsunami of sarcasm to challenge Google's stranglehold on the search engine business. Despite investing $100 billion in Bing, Nadella believes it is a "bogus" venture in comparison to Google's monopoly. He even claims that Artificial Intelligence (AI) will fail in the "no-fly zone" of web search. Let's take a look at this ridiculously grim outlook and see whether Nadella can brighten up the search engine competition.

Google's Monopoly: A Comedy Act

Nadella's verdict on Google's claim of competition in the search engine market? Well, he thinks it's as bogus as claiming a unicorn is your pet. According to him, Google's stronghold is so solid that it makes a concrete wall look like a house of cards. It's so unbreakable that even AI, the superhero of technology, can't save the day.

The U.S. vs. Google Antitrust Trial: A Theatrical Drama

The ongoing antitrust lawsuit between the United States and Google is as dramatic as a Shakespearean play. It's like witnessing a wicked plot emerge as Google purportedly raises ad pricing only to fulfill revenue targets. If Google is proven to have abused its monopoly, it may be the end of the firm completely changing the search environment. Aside from the drama, we're all wondering whether Google will require an attorney or a stand-up comic in court.

Google's Exclusive Content Deals: Comedy Gold

Google plans to pay publishers for exclusive content rights like a comedy sketch. Nadella points out that if Google keeps this up, it will render every other search engine irrelevant. It's like saying, "Hey, we have the secret sauce, and you can't have a taste!" Nadella's concern about the future availability of public content is almost like wondering if we'll ever see daylight again.

Publishers vs. Large Language Models: A Battle of Wits

Publishers are concerned about the growth of large language models (LLMs) such as GPTBot, and with reason. Many major websites have prohibited GPTBot because they are concerned that their information would be utilized for training without remuneration. It's the equivalent of shutting the cookie jar to keep the cookie monster at away. Of course, Google has remained mute on these allegations, possibly because it is too busy looking for its own cookies.

Microsoft's Quest to Break the Google Habit: A Comedy of Errors

Microsoft's attempt to break Google's monopoly on search is a bit like trying to teach a cat to fetch a stick—it's cute but utterly futile. Despite launching Bing and Bing Chat with great fanfare, they've failed to steal Google's thunder. Nadella's exuberance about gaining a 0.5% market share is almost as charming as a toddler trying to outrun Usain Bolt.

Google Search Ads 360: A Not-So-Friendly Feud

The conflict between Google Search Ads 360 and Microsoft is akin to two children arguing over a toy. Nadella sought to make switching from Google to Microsoft as simple as possible, but Google appears to have responded with a "not gonna happen" attitude. It's like ordering chocolate ice cream and receiving broccoli instead.

The Unbreakable Habit: Google's Default Domination

Google's default search agreements, especially the one with Apple, are the holy grail of its dominance. It's like saying, "You wake up, brush your teeth, and search on Google." Changing this habit seems as likely as convincing your cat to become a vegetarian. Nadella dreams of Bing becoming the default on Safari, but in reality, that's like trying to turn a tricycle into a Ferrari.

The $100 Billion Punchline: Microsoft's Investment in Bing

Microsoft has invested a staggering $100 billion in Bing, a joke that even comedians would envy. Nadella sees internet search as a worthwhile software sector to pursue despite Microsoft's market share being as minuscule as a flea on an elephant's back. It's the equivalent of buying sunblock in Antarctica.

Nadella's Pessimistic Stand-Up Routine: A New Act

Nadella's unusually bleak outlook is like seeing your favorite comedian perform a somber set. He's not claiming that Microsoft Bing is better than Google Search; he's merely acknowledging reality. It's like saying, "I'm here for the laughs, but let's not kid ourselves."

Conclusion: Will Google Be the Punchline of This Antitrust Trial?

Nadella's witty take on Google's hegemony in the search engine business is a breath of fresh air in the tech world. While he does not consider Microsoft Bing to be a serious competitor, he hopes that this antitrust lawsuit will put Google in its place. The $244 billion question is whether Google will change its ways or become the punchline of this legal farce. Only time will tell whether or not this technological drama has a good ending.

Source: TheVerge / Reuters / NYT / WindowsCentral.

Read next: 70% of Consumers Are Worried About Privacy and Security in the Metaverse
by Rubah Usman via Digital Information World

70% of Consumers Are Worried About Privacy and Security in the Metaverse

The metaverse is a bold concept, even though it tends to be rather confusing to the vast majority of consumers. With one of the biggest tech companies in the world essentially rebranding itself to be a metaverse centered company after decades of specializing in social media, a lot of buzz has been generated regarding how the metaverse could very well be the way of the future.

In spite of the fact that this is the case, it turns out that there are some major concerns that are holding consumers back. According to a survey conducted by S&P Global, 70% of consumers were worried about privacy, data collection and security as it pertains to the metaverse. The fact that Mark Zuckerberg, a tech titan not usually known for being careful about data privacy in the past, is at the wheel is certainly making things even worse than might have been the case otherwise.

With all of that having been said and now out of the way, it is important to note that harassment and bullying is another prime concern that might become a significant pain point during the customer journey down the line. 44.5% of the people that responded to this survey stated that they are at least somewhat concerned about the establishing of community rules, with 29.3% stating that they are extremely concerned.

Perhaps the most important bit of data that people will be worried about when it comes to the metaverse is transactional data because of the fact that this is the sort of thing that could potentially end up causing widespread financial harm. 40.9% of survey respondents admitted to being slightly concerned, with a whopping 33.9% reporting feels of strong concern with all things having been considered and taken into account.

One thing that could pose a problem is the inclusion of blockchain tech in the metaverse. This is still a nascent technology with many detractors, yet the metaverse and its entire digital economy might not be sustainable without the use of blockchain and the various tokens that are associated with it in the here and now.

Read next: 45% of Americans Are Extremely Concerned About Online Privacy
by Zia Muhammad via Digital Information World

Smaller Influencers Generate Nearly 5 Times More Engagement Than Big Celebrities

The general perception surrounding influencers is that bigger is better, but in spite of the fact that this is the case, it turns out that micro and nano influencers can offer exponentially higher ROI than massive influencers such as Kim Kardashian. It should be noted that Kim Kardashian charges a hefty $1.69 million for a single post on Instagram, but hardly 1% of her followers interact with her posts. This makes her a far less valuable investment than might have been the case otherwise.

With all of that having been said and now out of the way, it is important to note that influencers who have between 1,000 and 5,000 followers tend to get an engagement rate of 4.84%. That just goes to show that smaller influencers are not just more affordable, but they are also able to give brands better results.

Smaller influencers are important because of the fact that this is the sort of thing that could potentially end up allowing brands to target niches instead of going for mass appeal. The small niche followings they have allow them to specialize greatly, and hyper targeted audiences have a propensity to be more passionate about any and all products that are being offered.

It also bears mentioning that smaller influencers appear more trustworthy with all things having been considered and taken into account. Followers are more likely to assume that they are not just in it for the money, and this leads to them engaging with their content at twelve times the rate that Kim Kardashian can provide.

According to a report that was recently released by Influencer Marketing Hub, just 19% of brands are willing to work with influencers who have between 100,000 to 1 million followers. As for celebrity bloggers, they are a priority for just 12% of brands. It will be interesting to see where things go from here on out. The trajectory of the industry appears to be headed towards a more democratic and diversified influencer ecosystem where even the smallest of creators can get the chance to earn a decent living from their work.

Read next: Over Two Thirds of Companies Have Increased Mobile Ad Budgets in 2023
by Zia Muhammad via Digital Information World

Gen Z’s Love Affair With TikTok Might Be Due to the Influencer Formula

When TikTok began its dizzying rise to the top of the social media charts, many assumed that it would supplant Facebook, Twitter and other legacy social media platforms at least among the younger crowd. Sure enough, TikTok experienced an unprecedented level of popularity with Gen Z, but in spite of the fact that this is the case, recent data from the Morning Consult seems to suggest that it doesn’t have quite the same pull as far as influencers are concerned.

The Morning Consult recently released a report revealing which social media platforms Gen Z tend to go to in order to get the latest content from their favorite influencers. With all of that having been said and now out of the way, it is important to note that while 35% of Gen Z pointed to TikTok, 32% still go to YouTube because of the fact that this is the sort of thing that could potentially end up giving them better content.

One thing that bears mentioning is that YouTube’s share has plummeted from 47% in 2019, but the dent caused by TikTok is not quite as severe as many had expected. Instagram experienced a much steeper decline, going from 39% in 2019 to just 21% in 2023 with all things having been considered and taken into account.

The recipe for influencer success might be at the root of these seismic shifts occurring in the industry. According to a separate survey that was also conducted by the Morning Consult, 71% of people say that a creator needs to make entertaining content in order for them to be considered an influencer. 70% also stated that they want influencers to inspire them by sharing a wide range of unique ideas.



Advice also appears to be an important thing for people to obtain from the influencers that they follow across a variety of social media platforms. 61% of people that responded to this survey agreed that offering advice made an influencer seem more legitimate in their eyes.

Interestingly enough, promoting products and services wasn’t actually something that diminished an influencer’s credibility to any extent whatsoever. 60% of survey respondents went so far as to say that the promotion of products and experiences is a core element in the influencer formula, indicating that they are getting accustomed to the manner in which the industry functions.

To expand on that, 56% of survey respondents said that influencers should earn money from sponsorships and 55% said that affiliate link earnings should be factored into the equation. This seems to suggest that consumers expect influencers to earn money, otherwise the label may not end up proving all that accurate.

Unsurprisingly, 59% of people that answered questions in this poll also indicated that the presence of a large social media following is critical for the influencer label to be applied. A similar proportion, 59%, mentioned that they would only consider someone to be an influencer if they earn an income from their various online activities.

Another important activity that influencers would do well to take part in would be to share tutorials, with 56% of survey respondents selecting this option. 53% believe that the content that influencers put out needs to have some kind of opinion behind it.

TikTok might be the best place for influencers to meet each of these needs, yet other platforms are also providing them with an opportunity to get ahead. It will be interesting to see which of these platforms end up coming out on top.

Source: Morning Consult Reports

Read next: The Two Apps That Rule Our Screens: TikTok and YouTube
by Zia Muhammad via Digital Information World

Do Links Still Matter in Google SEO? This Top Google Exec Says Hmmmno...

Back in 2016, the landscape of SEO was quite different from what it looks like in the here and now. A senior search quality strategist at Google by the name of Andrey Lipattsev stated that backlinks that lead to your site were one of three major factors that determined a website’s ranking on the Google SERP. In spite of the fact that this is the case, it appears that this has changed with Google’s new algorithm.

With all of that having been said and now out of the way, it is important to note that Gary Illyes from Google just confirmed at PubCon that links are no longer considered to be a top 3 Google Search ranking factor. This is relevant because of the fact that this is the sort of thing that could potentially end up changing the way people approach SEO, with a greater emphasis being placed on content quality than might have been the case otherwise rather than just generating links.

While Illyes clarified that links are still useful, he went on to say that their importance tends to be overestimated with all things having been considered and taken into account. Links are no longer seen as votes of confidence, perhaps due to the manner in which so many SEO professionals attempted to game the system by generating backlinks without providing suitable content quality.

Google’s MO in recent years has been to clean up shop, and prioritizing quality content has been a major aspect of that. Illyes went so far as to claim that a site can receive a high ranking on Google’s SERP even if it does not have a significant quantity of backlinks, which just goes to show that the game has changed entirely since the mid 2010s.

Even as far back as 2020, John Mueller indicated that links were starting to be seen less favorably by Google. The only way to receive a high enough ranking now is to become an authoritative source of information, and it will be interesting to see how this impacts SEO down the line as the algorithm continues to change.

Illustration: Freepik

Read next: New Study Reveals How to Break into The Top Ten on Google’s SERP
by Zia Muhammad via Digital Information World