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Scratch that: Facebook’s 28-day attribution window lives, for now
In response to advertiser feedback, Facebook will not move forward with a test to remove the default 28-day attribution window for advertisers. Gil David of Run DMG shared the news on LinkedIn, commenting “Facebook demonstrates that they do actually listen to advertisers.” He cited the company’s decision not to mandate campaign budget optimization (CBO) as a previous example.
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Why we care. This does not mean 28-day attribution will be available indefinitely. It’s expected browser changes to cookie handling will mean the 28-day window essentially no longer works and Facebook will still have to move to 7-day default attribution.
Twitter to stop surfacing tweets outside users’ networks as social media preps for U.S. election
Twitter outlined a number of measures ahead of the U.S. election on Friday. Among the changes, starting October 20, users will be encouraged to quote tweet instead of retweet and to add their own commentary. The company hopes this “will encourage everyone to not only consider why they are amplifying a Tweet, but also increase the likelihood that people add their own thoughts, reactions and perspectives to the conversation.”
It will also stop the algorithm that serves up “liked by” and “followed by” tweets from people that users follow. That system expands the content users see beyond their own networks, but the company says it doesn’t think there is enough friction in hitting the Like button to warrant that extra amplification.
Read more here: https://marketingland.com/social-shorts-facebook-attribution-change-on-hold-instagram-gets-more-shoppable-turns-10-282043