Grow your brand with new Google Marketing Platform tools

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In the past months, we’ve seen a breakthrough in searches for terms such as “online graduation,” “staycation” and “virtual classroom.” As people form new consumption habits, a strong brand is more valuable than ever. It allows you to stand out in the marketplace at a time when customers are on the lookout for the products and services that will be part of their new routines.
Today, we’re introducing a series of tools in Display & Video 360 and Campaign Manager to help you grow your brand and navigate the connected TV and digital video boom—including improved reach forecasting and measurement capabilities, more TV and video ad placements, and a solution to reach new engaged audiences on connected TV.
Real time reach forecasting that takes your deals into account
With most TV production shut down for parts of the spring and summer months, and the upfronts heavily disrupted, you may be approaching show premieres seasons with less visibility into your media plans than in years’ past. While forecasting ad spend has been more difficult than ever, planning tools that are tightly connected to your media buying platform can help you assess your media plans on the go and quickly optimize your ad strategy.
We’re further improving Display & Video 360’s forecasting tool by adding support for programmatic deals. In a few weeks, you’ll be able to include deals in your deduplicated reach estimate, which already includes open auction and YouTube. This is particularly helpful for media planners working with brands that want to connect with TV viewers because most connected TV ads are secured via deals. With this added functionality, planners will be able to more easily answer questions such as, “How much incremental reach could I get by combining a network CTV deal with YouTube reservation and open auction video ads?”

Forecasting the combined reach of a connected TV deal, a YouTube lineup and in-stream video ads in Display & Video 360.
New streaming opportunities to reach your7 audiences where they are
Brands that can connect with their audiences as their interests and needs evolve have a head start on driving brand awareness for the long term. Buying media with a platform that gives you access to a large and varied portfolio of streaming content helps you reach these audiences in a more flexible way.
Today, Display & Video 360 provides access to the top 50 most watched ad supported connected TV apps in the US, according to Comscore. And to give you even more options to find your audience, we’re making more popular YouTube inventory available in Display & Video 360. For example, we integrated YouTube TV into the list of YouTube content you can reserve and manage – accessible via the streaming TV lineup. We’ve also just opened up access to Masthead ads, the prominent space in YouTube’s Home feed. This beta feature includes the YouTube Masthead on TV screens.
Lastly, we’re exploring other innovative canvases for brands to increase awareness. For instance, media and entertainment marketers in the US are currently testing a new cinematic teaser format that fits the look and feel of Android TV’s home screen.
Find new engaged connected TV audiences
Life in the new normal includes more connected TV watch time than before. To help marketers make the most of this extra reach opportunity, we’ve recently extended our similar audience functionality to connected TV devices in Display & Video 360. This feature allows you to find new connected TV viewers who share similarities with the audiences you already know.
For example, if you’re an auto brand who has seen success in reaching “Truck & SUV Enthusiasts” with Google affinity audiences, you will now be able to easily reach additional connected TV viewers who have similar attributes to this group. Or if you know that people who use your mobile app are more likely to schedule a test drive, you can show your ads to connected TV viewers who have similarities with your app users.
Similar audiences can be used to extend your reach across connected TV inventory sources in Display & Video 360.
Durable reach measurement in Display & Video 360 and Campaign Manager
Marketers are on the hook to connect marketing spend with tangible results. This includes being able to provide a clear picture of any ad campaign’s reach and frequency performance. To give marketers an accurate and durable view of how they reach people across Display & Video 360 and Campaign Manager, we’re increasing our investment in Unique Reach solutions.
First, we’ve launched Unique Reach Audience reporting. This report further extends unique reach measurement to include demographic insights. So while you could already answer the question ‘How many unique users did my ad reach?’, you can now also answer the question ‘How many unique users within a particular demographic did my ad reach?’
Second, using the IAB’s Identifier for Advertising (IFA) standard, we’ve added Unique Reach support for connected TV devices. This capability gives brands a more precise understanding of the impact of ads on connected TVs and better articulates their contribution to the overall reach and frequency performance of digital advertising.
Building for the future, we’re continuing to replace cookie-based reach with Unique Reach across our products. Next up, frequency distribution and viewable reach measurement will soon be based off of Unique Reach. This will help you report on these metrics even when cookies aren’t available.
To learn more ways to build your brand in this new world, check out this new collection of resources on our Advertising Solutions Center

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About – Inhibiting Ebola virus and SARS-CoV-2 entry

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The mechanisms by which cells defend against many viruses remain largely unknown. Defining these mechanisms is important not only for understanding viral pathogenesis but also for informing the development of antiviral therapeutics. The concerted efforts of antiviral factors within cells are central to host cell defense. Without these factors, the cell remains defenseless against potentially harmful pathogens. Understanding how the cell defends itself is particularly important for viruses that have the potential to affect global health, such as Ebola virus (EBOV) and severe acute respiratory syndrome coronavirus 2 (SARS-CoV-2). On page 241 of this issue, Bruchez et al. (1) developed a transposon screening approach in a human osteosarcoma cell line to identify a mechanism by which CD74, previously only associated with antigen presentation, directly inhibits EBOV and SARS-CoV-2 entry into host cells.

Ebola virus cell entry Normal cellular entry (left) of Ebola virus (EBOV) involves binding to cells expressing DC-SIGN (dendritic cell–specific ICAM-3–grabbing non-integrin 1) and TIM1 (T cell immunoglobulin mucin receptor 1), macropinocytosis, and cathepsin-mediated cleavage of the viral glycoproteins. Together with NPC1 (Niemann-Pick C1), glycoprotein cleavage allows fusion with endosomal membranes and genome release into the cytoplasm. However, CIITA (class II major histocompatibility complex transactivator) up-regulates the CD74 p41 isoform, which inhibits cathepsins and prevents genome release into the cytoplasm (right). GRAPHIC: KELLIE HOLOSKI/SCIENCEViruses must gain entry into the host cell to replicate. In the case of EBOV, an enveloped virus, virions are internalized by macropinocytosis . Once virions reach endosomes, host cathepsin proteases cleave viral glycoproteins. The glycoproteins then fuse with the lysosomal membrane, which is followed by release of the viral genome into the host cell cytoplasm, where viral replication can occur (2). Thus, cathepsin-mediated cleavage is a critical step in the entry of many enveloped viruses, including EBOV, into the host cell.

Similar to EBOV, coronaviruses, including SARS-CoV-2, are enveloped viruses that undergo a series of entry steps culminating in genome release. Coronavirus entry also requires delivery of incoming viral particles to host lysosomes, where the coronavirus spike protein is cleaved by cathepsins to facilitate fusion between virus and host membranes (3, 4). However, in contrast to EBOV, SARS-CoV-2 also requires the activity of transmembrane serine protease 2 (TMPRSS2) to prime the viral spike protein (5). Thus, despite their differences in size and shape, EBOV and SARS-CoV-2 rely on similar proteolytic processes to gain entry into a target cell.
Bruchez et al. used a transposon screen in which transposable elements were inserted in front of or within genes. This approach allowed for tandem gene activation and inactivation in a single screen. To identify host factors involved in EBOV infection, the authors infected these cells with EBOV and identified two main “hits,” including Niemann-Pick C1 (NPC1), an intracellular EBOV receptor that is required for entry, thus validating the approach (6). NPC1 is a cholesterol transporter in the lysosome and is essential for EBOV fusion of the glycoproteins with the lysosomal membrane and subsequent genome release.
Additionally, the authors found that activation of the transcription factor major histocompatibility complex (MHC) class II transactivator (CIITA) inhibited EBOV infection. CIITA is a nucleotide-binding oligomerization domain–like receptor (NLR). Typically, NLRs detect pathogen-associated molecular patterns (PAMPs) within the cell and trigger an intracellular antimicrobial signaling cascade leading to nuclear factor-κB (NF-κB) nuclear translocation and expression of various proinflammatory cytokines. Unlike most NLRs, CIITA acts mainly as a transcription factor to promote the expression of other genes, including serving as the master regulator of MHC gene expression. MHC presents peptides from either intracellular (MHC class I) or extracellular (MHC class II) proteins to adaptive immune cells. CIITA induces the expression of MHC class II genes to initiate antigen presentation. The authors determined that expression of CIITA was specifically associated with inhibition of cell entry by EBOV, thus defining the step of the viral life cycle that CIITA inhibits (see the figure).
Bruchez et al. identified CD74 as the CIITA-controlled host factor responsible for inhibiting EBOV entry. CD74, often called the invariant chain or Ii, is enriched in immune cell populations and associates with MHC class II. It localizes to endoplasmic reticulum (ER) membranes and facilitates MHC class II export from the ER to vesicles that fuse with the late endosome, resulting in trafficking to the cell surface (7). CD74 also blocks the peptide-binding groove so that MHC molecules do not bind peptides prior to trafficking. Thus, without CD74, MHC class II molecules are not properly processed, and antigen presentation becomes impaired.
Bruchez et al. show that the thyroglobulin domain of CD74 is required for its antiviral activity. This domain inhibits cathepsins (8). CD74 has four isoforms but only two of them, p41 and p43, have the thyroglobulin domain. The authors show that the p41 isoform is responsible for the antiviral activity of CD74 against EBOV entry and inhibits SARS-CoV-2 fusion, suggesting a broad antiviral activity of CD74 against many cathepsin-dependent viruses. These findings highlight the often shared strategies of distinct viruses that are co-opted from host cells to promote cell entry.
These findings suggest that molecules involved in antigen presentation could also possess direct antiviral activity and that other factors with defined functions may possess additional roles in antiviral immunity. CIITA activates antiviral factors that inhibit a broad range of viruses, such as human T cell leukemia virus type 2 (HTLV-2) (9), although the steps of the viral life cycle that it targets differ from those for EBOV and SARS-CoV-2. During HTLV-2 infection, CIITA acts more directly and inhibits the viral transactivator protein (TAX2), which promotes transcription of the viral genome and thus directly inhibits HTLV-2 replication (9). Some viruses have evolved mechanisms to inhibit this restriction. For example, Epstein-Barr virus (EBV), an oncogenic DNA virus, encodes Zta, a protein that directly inhibits CIITA and results in down-regulation of MHC class II molecules. This potentially allows EBV to escape recognition from the immune system (10).
The identification of host factors that could be targeted therapeutically to limit the replication of broad families of viruses may be an effective approach to combat viral-mediated disease. However, the therapeutic benefits of viral entry inhibitors are likely most effective prior to the onset of symptoms and the development of disease, given that by these stages, viral particles have already gained entry into the cell and begun to efficiently replicate.

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Artificial Intelligence, Marketing And Social Community

Self-driving cars … Siri personal assistant … chess master IBM Watson. These are just a few of the things that come to mind when we think about artificial intelligence (AI). AI is the buzzword that seems to be on everyone’s lips.
There’s virtually no business or industry, or consumer for that matter, that isn’t confronting the impact of AI today. To some, AI signals a utopian future, while others foresee a dystopian nightmare coming to control us all.
But before you try to ignore AI or run for the hills for fear your job is on the line, let’s dig a little deeper.
Fact: AI is transforming business operations and increasingly becoming our interface with technology. At the same time, we’re a long way from it taking over our lives. As IBM software engineer Frederick P. Brooks, Jr. wrote, “There is no single development, in either technology or management technique, which by itself promises even one order of magnitude improvement within a decade in productivity, in reliability, in simplicity.”
What we are seeing, however, is a new generation of technology that is bringing greater insight and productivity to marketing and sales and a heightened experience for customers.
If you’re sitting on the fence, consider that Salesforce’s State of Marketing reports that marketers—your competition—are embracing AI-based applications and technologies.
Gartner confirms this, projecting that 30% of companies around the world will be using at least one AI-based sales application by 2020. And if you need more inspiration to act, Forrester Research estimates that data-driven insights will enable businesses to attract $1.2 trillion AWAY from companies not yet using AI.
AI can revolutionize your marketing efforts…you just need to know how to use it. This guide to marketing AI for dummies can help.
How AI Works
Quite simply, AI is a set of algorithms designed to mimic some level of human function and intelligence. What elevates AI above a typical computer program is that, like us, AI is adaptive and capable of learning by storing millions of associations, patterns and concepts.
AI’s ability to process the variety and volume of data that swamps companies has the potential to free the human mind to focus on the big picture.
By using neural networks for dynamic pattern matching and to perform intelligent searches, AI processes data quickly and makes sophisticated associations. Natural language processing opens the door to systems being able to work with more complex data. And machine-learning algorithms are the predictive power behind AI, enabling systems to make decisions without being programmed to do a specific task.
For marketers and sales reps, AI is like having a virtual assistant that can take on routine processes, performing them quickly, reliably and indefinitely. These algorithms enable AI to learn by doing, problem solve and reason the best way to complete a task.
How AI Is Changing Marketing
Even as AI-based technologies continue to grow, the tools and applications are already streamlining sales and marketing. Here are just a few of the ways departments are using AI.
Social Media: AI systems are helping companies get the most out of their social media efforts by identifying the types of graphics that grab the attention of their target audience. Systems screen tens of millions of images posted on social media and analyze what people are watching most.
Marketing Automation: While most marketers are using some level of automation, they’ve had problems tying different tools and platforms together into a seamless system. AI is helping to provide the connections and transitions necessary to create a cohesive solution that moves critical information through the sales cycle.
Personalization: It’s one thing to send a personalized email; it’s quite another to deliver automatically exactly the right information to the right person at the right time throughout the sales cycle. AI-based chatbots are one way that companies are upping their customer and prospect relationships 24/7. Programmatic media buying is another. It automates media buys for marketers while delivering to customers the content they want to see.
Predictive Lead Scoring and Account Prioritization: Working with massive amounts of data on past sales and existing customers, AI-based lead scoring can identify the criteria that best define a high-priority lead. Similarly, AI can prioritize accounts based on a company’s ideal customer profile and a prospect’s propensity to buy.
Predictive and Prescriptive Analytics: It’s one thing to have lots of data; it’s another to be able to process it and know what it’s telling you. While companies have had tools that help the decipher what people did, they’re only beginning to use that same data to predict what customers will do. And now, with AI-based analytics, they have the potential to act on the predictions and find the best course of action to achieve the desired outcome.
As sales and marketing departments rush to embrace AI, don’t be left behind. Don’t let the competition get the edge on your business. Take the lead by becoming not merely more predictive in your decision making but also more prescriptive in reaching your desired outcomes. At the same time, free up your best sales and marketing people to do the work only they can do best.
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