> ## Content Index > Fetch the complete content index at: https://capitolcommunicator.com/llms.txt > Use this file to discover other available public pages before exploring further. # Facebook, Google and Other Items of Interest - URL: https://capitolcommunicator.com/while-you-were-out-4/ - Published: 2015-11-12T23:15:42.000Z - Updated: 2015-11-17T16:26:58.000Z - Author: Greg Kihlström - Tags: Insights, #Import 2026-10-08 18:46 **We all get busy** and sometimes important items pass us by. Every other week, Carousel30 will be collecting important stories for communicators that you may have missed while crunching on a deadline or taking a much-needed vacation before the you spend all your time preparing for Black Friday deals. **Here’s what happened while you were out** … **News Flash: Facebook’s New\[s\] Future** Facebook found yet another way to extend reach audiences beyond solely social media. It started with [Instant Articles](http://media.fb.com/2015/05/12/instantarticles/?ref=capitolcommunicator.com) and was followed by [Search FYI](http://newsroom.fb.com/news/2015/10/search-fyi-find-what-the-world-is-saying-with-facebook-search/?ref=capitolcommunicator.com). More recently however, Facebook launched an entirely new app, [Notify](http://newsroom.fb.com/news/2015/11/introducing-notify-a-notifications-app-from-facebook/?ref=capitolcommunicator.com). This comes on the heels of[ Facebook announcing third-quarter 2015 results](http://investor.fb.com/releasedetail.cfm?ReleaseID=940609&ref=capitolcommunicator.com) which showed that ad revenue, video capabilities, and daily user growth[ performed much better than predicted](http://www.cnbc.com/2015/11/04/facebook-q3-earnings.html?ref=capitolcommunicator.com). Taking it a step further, much controversy has come as a result of [Facebook blocking all mentions of social network competitor TSU](http://www.wired.com/2015/11/facebook-banning-tsu-rival-social-network/?ref=capitolcommunicator.com). Facebook’s venture into the world of news sharing has consolidated a strong user-base and pushed the company to one of their highest-grossing quarters. **Google’s Forecast: Crystal-Clear with a Chance of High Visibility** Google announced the broadening of options for advertisers measuring viewability on YouTube. [Advertisers now have the option to choose from third-party vendors](http://adwordsagency.blogspot.com/2015/11/youtube-viewability.html?ref=capitolcommunicator.com) along with Active View to understand viewability. Since Google’s release of [Active View in-house visibility verification system in 2013](https://support.google.com/dfp%5Fpremium/answer/3154105?hl=en&ref=capitolcommunicator.com), there has been backlash from users stating that Google should provide more transparency as[ Active View provided minimal data to users. In a push to increase transparency](https://support.google.com/dfp%5Fpremium/answer/3154105?hl=en&ref=capitolcommunicator.com), Google announced that the accommodation of third-party analytics will now be available. Speaking of pushing towards transparency, will Facebook need to do the same? [The company was just busted](http://techcrunch.com/2015/11/11/facebook-faces-privacy-fines/?ncid=rss&ref=capitolcommunicator.com) for tracking non-users in Belgium which is raising some questions. **Join Your Ads in a Workout with AdPushup!** Advertising ROIAs marketing ROI becomes more of a priority, companies have been pushing towards solutions. AdPushup, [a new technology startup](http://www.adpushup.com/about-us.php?ref=capitolcommunicator.com), has created a platform to help Google Adsense users optimize ad layouts across devices through[ A/B Testing](http://techcrunch.com/2014/10/29/adpushup/?ref=capitolcommunicator.com). This platform will help give insight to potential ROI based on ad size and placement, a feature that Google Adsense does not yet provide. [Appnext, a London-based app distribution platform](http://www.appnext.com/?ref=capitolcommunicator.com), also recently launched a Cost-per-Install ad-serving solution that helps publishers accurately track ROI. Even [Google has updated cross-device conversion data](http://adwords.blogspot.com/2015/10/make-every-conversion-count-cross.html?ref=capitolcommunicator.com) to show conversions at the keyword-level. **GroupM’s Major Marketing Merge** The international media conglomerate GroupM acquired the prominent media-buying agency, [Essence](http://www.groupm.com/news/press-releases/essence-becomes-part-groupm?ref=capitolcommunicator.com). Although Essence will continue to be independent of GroupM, the purchase means that Essence will now have access to a wider clientele base. With an already extensive client list influenced by Google including EA Sports, Netflix, and many more, [Ad Age named Essence](http://adage.com/article/agency-news/groupm-acquisition-essence-strengthen-google-ties/301201/?ref=capitolcommunicator.com) as an agency to watch. But don’t forget that GroupM is known for their continuous relationship with Google as well as their [controversial methods of using non-disclosure agreements](http://ipredictus.com/2014/07/non-disclosure-agencies-a-poor-fit-for-modern-media-buying/?ref=capitolcommunicator.com), meaning the media buying field could become an increasingly more blinding climate. **Location, Location, Location** Last year [F](https://www.facebook.com/business/news/facebook-local-awareness)[acebook announced local awareness advertising](https://www.facebook.com/business/news/facebook-local-awareness), allowing businesses to target location-specific audiences. [The capability was proven successful](https://www.facebook.com/business/news/8-ways-businesses-use-local-awareness-ads), which led to the company’s recent release of[ two new tools that will focus on businesses](https://www.facebook.com/business/news/local-awareness-updates) with multiple locations. Now, if you’re thinking about advertising with Facebook, it’s been suggested that the [Carousel ad formats increase performance](https://www.facebook.com/business/news/carousel-ads). Looking further, Periscope, right behind Facebook, has also increased location-specific activity through an iOS update that allows users to [target a region and replay videos](https://itunes.apple.com/in/app/periscope/id972909677?mt=8&ref=capitolcommunicator.com) up to 24 hours after posting. **The Artificial Take on Technology** Parallel to Google’s [RankBrain](http://www.bloomberg.com/news/articles/2015-10-26/google-turning-its-lucrative-web-search-over-to-ai-machines?ref=capitolcommunicator.com), the company has released [TensorFlow](http://googleresearch.blogspot.com/2015/11/tensorflow-googles-latest-machine%5F9.html?ref=capitolcommunicator.com), a machine learning platform built by Google’s Brain Team. This is the platform that Google used to build their search capabilities within Google Photo, and now is available for open-source use in custom applications. Take note of artificial intelligence and its power as [Siri just beat Google](http://pages.experts-exchange.com/virtualassistants.html?ref=capitolcommunicator.com) in search result accuracy and efficiency. Not convinced yet? [Tinder is using machine intelligence](http://techcrunch.com/2015/11/11/tinder-matching-algorithm/?ncid=rss&ref=capitolcommunicator.com) to help you pick out your new relationship before you even knew you had one, and[ Microsoft’s recently announced Emotional API](http://blogs.microsoft.com/next/2015/05/01/microsofts-project-oxford-helps-developers-build-more-intelligent-apps/?ref=capitolcommunicator.com) can[ examine your emotion and age in an image](https://www.projectoxford.ai/?ref=capitolcommunicator.com). **The Offline Version of Online Advertising** Google’s done it again by transforming the advertising platform to be more customized than ever before. The company just announced a new [AdWords capability to use SMS texts](https://plus.google.com/u/0/+GoogleAds/posts/BdED1JSTJZK?ref=capitolcommunicator.com) as an ad format. While in Beta, the ad format can be activated by users through subscribing on Google. The [Google AdWords Ad Preview and Diagnosis Tool](https://adwords.google.com/apt/AdPreview?%5F%5Fu=1000000000&%5F%5Fc=1000000000&ref=capitolcommunicator.com) has also been updated within the advertiser console, giving advertisers an upper hand in understanding search terms. Taking a shift from the internet to the streets, check out [Google’s DoubleClick online advertising on the streets of London](http://www.theverge.com/2015/11/1/9655852/google-doubleclick-ad-billboards-london?ref=capitolcommunicator.com).