Morketing6.20日报：百度音乐正式更名千千音乐；联合利华拒绝「假粉」 KOL ；Facebook推出Brand Collabs搜索引擎；百威计划使用区块链追踪广告效果

1、百度音乐正式更名千千音乐，启用全新 LOGO 和域名

太合音乐集团昨日宣布旗下百度音乐正式进行品牌升级，将更名为“千千音乐”，同时启用全新的 LOGO 和域名。据悉，原百度音乐 APP 端及 PC 端等产品功能保持不变。未来千千音乐将推行差异化运营，除提供大众化类型内容外，还将在细分领域着重发力，整合相关音乐人，进一步拓展垂直用户群体。

2、联合利华 CMO：绝不与买「假粉」的 KOL 合作

作为打击广告行业欺诈行为、重建数字营销生态链信任度的一部分，联合利华首席营销传播官 Keith Weed 在戛纳创意节上宣布了三项承诺，称联合利华将拒绝与那些购买「假粉」的影响者（KOL）合作。Keith Weed 表示，尽管影响者是触达消费者以及品牌建设的重要手段，但「购买假粉的做法可能会轻易破坏这些关系」。

3、Facebook推出服务以帮助视频制作者获利

Facebook于周二推出了一项配对系统，帮助广告商和视频制作者建立合作关系，试图扩大与YouTube进行竞争的商业机会。Facebook还表示允许更多内容创造者在较长的视频中插入广告，并且每个月向视频制造者粉丝提供4.99美元的订阅以获得一些额外内容，如独家的幕后镜头。

4、毕马威：中国消费行业高管面临越来越多的新技术挑战

毕马威和消费品论坛（CGF）进行的一项联合调查显示，随着中国消费行业高管面临越来越多的新技术挑战，以及不断变化的客户行为，商业模式转型和优化客户参与将会是成功的关键。调查指出，客户对无缝购物体验的期望正在为公司带来额外的压力。

5、钉钉回应入局短视频猜测：不予置评

有消息称阿里巴巴旗下的智能移动办公平台钉钉或将入局短视频领域。就此，钉钉公关部对此表示：不予置评。

6、阿芙内部信：御泥坊拟收购阿芙

昨日消息，阿芙精油创始人孟醒在全员内部信中透露，阿芙将并入御泥坊。他表示，员工手中未上市期权将变为上市公司的股份或现金奖励，在相当长一段时间内，包括自己在内的高管团队也不会有大的变动。同时，向各个电商平台争取资源位时，两个国货品牌的议价能力也会远远高过一家。

7、小米在港股上市进程顺利，目前已通过聆讯

接近小米上市的中介人士介绍，小米在港股上市进程顺利，目前已通过聆讯，最快7月初正式挂牌。（中证报）

8、甲骨文第四财季净利润34.08亿美元，同比增长5%

甲骨文发布了2018财年第四财季财报。报告显示，第四财季总营收为112.51亿美元，比去年同期的108.92亿美元增长3%；净利润为34.08亿美元，比去年同期的32.31亿美元增长5%。

9、网红粉丝规模接近6亿，多平台运营成趋势

艾瑞与微博今日联合发布了《2018中国网红经济发展洞察报告》。报告显示，截至2018年5月，中国网红粉丝总人数达到5.88亿人，同比增长25%。过去一年，网红产业规模不断扩大，红人数量及粉丝规模不断提升，MCN机构在网红生态中的地位不断加强。同时，随着内容平台的多元化发展，网络红人多平台运营已经成为重要趋势。

10、国家广播电视总局：停止播出“O泡果奶”等违规广告

国家广播电视总局发文称：一些电视台播出的“O泡果奶”“莎娃鸡尾酒”“邦瑞特植物防脱育发露”等广告，存在导向偏差和夸大夸张宣传、误导受众等严重违规行为，违反了《广告法》《广播电视管理条例》等规定。总局决定，自即日起，各级广播电视播出机构立即停止播出上述广告。

11、亚马逊推出公寓快递存放服务“Hub”：已有50万用户

亚马逊正在推广其“Hub”公寓交货柜服务，并宣布在美国地区已有50万用户在使用此服务。亚马逊在去年上线的该快递包裹存放服务，给收货不便的消费者提供了另一种接收亚马逊包裹的方式。该包裹存放服务也是亚马逊布局线下实体店铺和搭建物流基础设施的重要一步。

12、谷歌地图取消对Uber服务的整合

据外媒报道，谷歌地图产品近日对用户支持页面进行了更新，其中明确指出“您在谷歌地图中将无法继续发出Uber网约车订单”。据报道，这一合作是在去年初推出，对于谷歌地图以及Uber网约车用户来说提供了巨大的方便。不过，两家公司关系的嬗变，已经导致合作难以再继续。

13、中央美术学院美术馆与谷歌艺术与文化项目达成合作

“中央美术学院美术馆与谷歌艺术与文化项目”合作今日正式启动。具体包括：上线100件中央美术学院美术馆馆馆藏精品；第一期上线27件作品的Art Camera10亿像素图片；上线4 组展览的360°全景图像；双方联手打造Pop Up Lab快闪实验室等。

14、全球最大啤酒厂商百威计划使用区块链追踪广告效果

全球最大啤酒制造商百威英博计划通过Kiip来记录和追踪广告数据。Kiip是建立于以太坊平台上的去中心化应用，旨在提高广告行业透明度，解决移动广告欺诈等问题。百威英博表示，这项举措的目标是监控特定广告的覆盖范围。

16、B2B 市场人员需要证明自己对收入的贡献

Growing pressure for marketing accountability has caused a shift in key performance indicators (KPIs). Until recently, the most common B2B marketing success metric was lead volume. Not anymore. Today, B2B marketers are most concerned with lead quality and pipeline impact.

So, how is B2B marketing success measured? According to the 2018 Demand Generation Benchmark Survey Report, in addition to the number of inquiries/leads generated, marketers must be able to accurately measure and improve:

• Marketing-qualified leads (MQLs) and sales accepted leads (SALs).
  
• Pipeline leads influenced.
  
• Target accounts engaged.

17、Facebook为赞助商推出Brand Collabs搜索引擎

Facebook wants to help connect brands to creators so they can work out sponsored content and product placement deals, even if it won’t be taking a cut. Confirming our scoop from May, Facebook today launched its Brand Collabs Manager. It’s a search engine that brands can use to browse different web celebrities based on the demographics of their audience and portfolios of their past sponsored content.

Creators hoping to score sponsorship deals will be able to compile a portfolio connected to their Facebook Page that shows off how they can seamlessly work brands into their content. Brands will also be able to find them based on the top countries where they’re popular, and audience characteristics like interests, gender, education, relationship status, life events or home ownership.

18、数字营销代理商使用DSP的频率正在减小

As media agencies become more skilled at programmatic buying, they’re working with fewer demand-side platforms (DSPs) than ever before.

According to Pathmatics, advertisers have cut the number of DSPs they work with by 40% over the past two years, to about four per month on average.

In part, that’s because the market is consolidating. Big-name DSPs have improved their omnichannel capabilities so that point solutions, like mobile DSPs, no longer fill a gap.

But for agencies, consolidation around fewer DSPs has allowed teams to master certain platforms and find workflow efficiencies, while creating a more transparent and collaborative relationship with partners. And now that more agencies are buying programmatic self-serve, they’re homing in on a select few that work for their clients, said Matt Greitzer, co-COO at Dentsu Aegis programmatic group Amnet.

19、Ad ID Consortium 与DigiTrust达成合作

Over the past two years, two scaled initiatives have emerged to build a common ID that would reduce data loss, tags on page and site latency issues resulting from cookie syncing across dozens of ad tech companies.

One is Advertising ID Consortium, led by AppNexus, LiveRamp, The Trade Desk and Index Exchange with the backing of more than a dozen other ad platforms. The other is DigiTrust, a federation of twenty-odd publishers and platforms that is now overseen by the IAB Tech Lab.

Now the two groups are taking an important step by integrating their cookie IDs within a single “open identity framework.” All consortium members from across both groups have agreed to standardize on one of three domains: the Open Ad ID on the AppNexus domain, The Trade Desk’s Unified Open ID, and the DigiTrust ID.

20、提升消费者对隐私的要求对广告商而言并不是坏事

In advertising, the rise of programmatic buying brought reduced waste and efficiency through automation and better targeting of ads. In the early days, that targeting was primarily fueled by third-party data acquired from outside sources on everything from demographics to shopping behavior. Most advertisers still rely on third-party data because it is easy and cheap – but not necessarily because it always works. Most Americans in a Deloitte survey [PDF] reported that third-party data about them was wrong at least half the time across several categories, including income, demographics, vehicle owned, interests and purchase behavior.

In a privacy-conscious society, advertisers can no longer take for granted where data comes from. Clean and transparent data sources – where consumers either explicitly opt in or better understand the trade-offs, such as when someone signs up for a hotel’s loyalty program and then sees personalized offers – take on increased importance. First-party data will become the new ad targeting fuel. Instead of relying on AI-driven lookalike segments, brands can rely more on data from their own loyal customers giving information in exchange for something they value – all managed in environments they directly control.

Why aren’t brands already effectively doing this at scale already? Some are, but implementation is hard, which is why brands relied on third-party data in the first place. To really make first-party data work, you need technology infrastructure and buy-in across an entire brand organization – including CIOs, CDOs and CTOs to practitioners in product, UI, content development and beyond. GDPR-style legislation could force marketers’ hands to get this right.