Social media is in a real crisis of trust.
Posted: Mon Jan 06, 2025 9:39 am
AI causes a crisis of trust online
The classic news feed is currently having a tough time. There has never been as much hate, agitation and fake news online as in 2023. Since Twitter became X, the rate of misinformation on the network has increased enormously. AI tools can generate photorealistic fakes of events that never actually happened. It's no wonder that in 2023 the topic of deep fakes has taken on a whole new meaning. For example, there have been repeated deep fakes of politicians declaring war on other nations on social media - or a fake of Olaf Scholz, who announced the (fake) ban of the AfD on X in November .
Next year, alternative communication channels will therefore become more important. WhatsApp Channels or Instagram Broadcast can be used to build closed communities that resemble a chat group like those found in messengers. The big difference: only the operator of the community can send messages to members via the group. The content then lands directly in the users' inboxes and they can respond to it. An authentic, credible form of brand communication - without colombia whatsapp phone number a news feed and without users denying the Holocaust in the comments. Successful brands such as McDonalds, Starbucks and FC Bayern are already successfully using the topic. CONTXT invested a lot of time in messenger marketing last year and built up internal resources for it. We are committed to one thing: Messenger marketing will be one of THE topics in 2024.
In 2023 the cookie will die – what happened?
We have discussed cookies a lot in the last year. Due to new EU regulations, increasing rejection by users and Apple's rigorous new data protection policy, the topic of third-party cookies has, in a sense, an expiration date. Google announced over 3 years ago that it wanted to block the use of third-party cookies in Google Chrome. But even today, the classic cookie is still doing its job in the world's largest web browser. This may be because the industry is still discussing technical alternatives such as fingerprinting, user logins or Google's Topics API and has not agreed on a uniform system for the future. Or because large parts of the EU's "Digital Services Act" legislative package will not come into force until 2024.
Last year we saw how the networks were preparing for the end of cookies. The elimination of data-based targeting categories on Facebook and Google, the increasing relevance of server-based tracking via programming interfaces. At the end of the day, the big players will have the least problems replacing cookies with alternative technologies. After all, all users on Facebook and Instagram and most users on Google are always logged in and can be identified at any time via their user login. The losers are small marketing service providers and publishers who have earned their money over the past decades with cookie-based advertising.
It remains to be seen whether the cookie will really die next year, as Google recently announced again . With alternative targeting technologies, server tracking and account-based marketing, we are well prepared for the future. Are you not yet using server tracking for your campaigns? Then you should do so as soon as possible .
The classic news feed is currently having a tough time. There has never been as much hate, agitation and fake news online as in 2023. Since Twitter became X, the rate of misinformation on the network has increased enormously. AI tools can generate photorealistic fakes of events that never actually happened. It's no wonder that in 2023 the topic of deep fakes has taken on a whole new meaning. For example, there have been repeated deep fakes of politicians declaring war on other nations on social media - or a fake of Olaf Scholz, who announced the (fake) ban of the AfD on X in November .
Next year, alternative communication channels will therefore become more important. WhatsApp Channels or Instagram Broadcast can be used to build closed communities that resemble a chat group like those found in messengers. The big difference: only the operator of the community can send messages to members via the group. The content then lands directly in the users' inboxes and they can respond to it. An authentic, credible form of brand communication - without colombia whatsapp phone number a news feed and without users denying the Holocaust in the comments. Successful brands such as McDonalds, Starbucks and FC Bayern are already successfully using the topic. CONTXT invested a lot of time in messenger marketing last year and built up internal resources for it. We are committed to one thing: Messenger marketing will be one of THE topics in 2024.
In 2023 the cookie will die – what happened?
We have discussed cookies a lot in the last year. Due to new EU regulations, increasing rejection by users and Apple's rigorous new data protection policy, the topic of third-party cookies has, in a sense, an expiration date. Google announced over 3 years ago that it wanted to block the use of third-party cookies in Google Chrome. But even today, the classic cookie is still doing its job in the world's largest web browser. This may be because the industry is still discussing technical alternatives such as fingerprinting, user logins or Google's Topics API and has not agreed on a uniform system for the future. Or because large parts of the EU's "Digital Services Act" legislative package will not come into force until 2024.
Last year we saw how the networks were preparing for the end of cookies. The elimination of data-based targeting categories on Facebook and Google, the increasing relevance of server-based tracking via programming interfaces. At the end of the day, the big players will have the least problems replacing cookies with alternative technologies. After all, all users on Facebook and Instagram and most users on Google are always logged in and can be identified at any time via their user login. The losers are small marketing service providers and publishers who have earned their money over the past decades with cookie-based advertising.
It remains to be seen whether the cookie will really die next year, as Google recently announced again . With alternative targeting technologies, server tracking and account-based marketing, we are well prepared for the future. Are you not yet using server tracking for your campaigns? Then you should do so as soon as possible .