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What is Your Video Content Worth?

From Rupert Murdoch wanting Facebook to pay publishers for premium content to Facebook’s decision to grade video content, here’s what’s new in video advertising and personalization.

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A bunch of publishers are about to find out that Facebook’s algorithm thinks their video content is worthless [Business Insider]

Presumably, once the full algorithm change takes effect, Facebook will grade video content on how much time people spend with it and whether they share or comment on it. But it’s not clear right now what exactly will go into that grading system. “Facebook has suggested it will reward intentional content viewing and deprioritize accidental or passive consumption on its feed,” said Matthew Segal, a founder of the social-news startup ATTN. “This is good news for publishers who meticulously produce video with a goal of reaching a specific, passionate audience. Publishers who tend to trick their audience into viewing content with video GIFs or animal reactions will probably take a hit.

Rupert Murdoch may be right about Facebook paying media companies [Business Insider]

“A news site could extremely limit its own Facebook traffic by “pay-walling” their content,” Boland said, noting that even a fully pay-walled property like the Financial Times still racks up tons of engagement on Facebook. “The publishers are obviously enhancing the value and integrity of Facebook through their news and content but are not being adequately rewarded for those services,” Murdoch wrote on Monday.

 

The state of AI in marketing in 5 charts [Digiday]

Right now, marketers have a lot of resource-intensive processes to complete before serving the right ad to their ideal audience. The promise of AI is to make time-consuming steps, like data integration and algorithm optimization, simpler so marketers can instead concentrate on other areas like customer experience.

 

Tony Haile says Murdoch’s wrong about Facebook: It’s nothing like cable [Business Insider]

Facebook and Google get most of their value from non-media content (like baby pictures). “So even if all the publishers could gang up together, they don’t have much leverage,” Haile said. “They are the cherry on the sundae.” “You’ve got entities profiting from publishers’ content, so from an intellectual and philosophical standpoint it’s a fair argument,” Shah told Business Insider. “But history suggests that none of these guys will pay. And history suggests publishers aren’t willing to remove themselves from these traffic sources.”

The head of Facebook’s AI research is stepping into a new role as it shakes up management [Quartz]

Artificial intelligence is the lifeblood of Facebook and its future. The technology drives the ultra-precise ad targeting that gives the company an edge over traditional advertising platforms, as well as features for users like automated photo tagging, News Feed ranking, and translation. Increased automation due to AI, whose operation might not be transparent to its creators, could be complicit in a majority of Facebook’s woes, including the spread of fake news on the platform and the ability to target specific racial groups with advertisements.

5 Trends That Will Shape Social Media in 2018 [Adweek]

AI is still a future-facing trend, but marketers can expect to start reaping the practical benefits in 2018. Facebook, for example, has released new predictive analytics to help marketers find insights faster. And visual search engines are using machine learning to help consumers search by images rather than keywords—a shift that will redefine the future of online product browsing.

The data war behind net neutrality [Tech Central]

To maximize the power of these advertising algorithms, companies need to secure big data. Since Internet users are the prime generators of this precious raw material, publishers need to continually increase the number of visitors coming to their websites or mobile applications.

AP Uses AI To Enrich Sports Content [MediaPost]

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How Marketing and Advertising Are Bound to Change In 2018 [Entrepreneur]

AI is coming to TVs – here’s what that will mean [Business Insider]

The Future Of AI? Just Watch Your Kids [MediaPost]

Machine learning and AI: How smartphones get even smarter [Android Pit]