We Are Social’s Monday Mashup #507

Oracle is TikTok’s “trusted tech partner” for the US
Enterprise provider Oracle has reportedly won the bidding war for the US operations of TikTok, according to The Wall Street Journal. However, instead of an outright sale, Oracle will be helping to run TikTok’s US operations with its own cloud technologies as a “trusted tech partner.” The news came just hours after Microsoft revealed its bid was rejected by TikTok owner, ByteDance.

Facebook Watch reports over 1.25bn monthly visitors
Facebook has revealed that Facebook Watch, its video destination which went global in 2018, now has over 1.25 billion visitors every month. Commenting on the milestone, Facebook’s head of video products contributed this growth to recent enhancements to the platform, which have included better navigation, content curation by experts, and smarter machine learning.

Amazon opens Twitch’s ad inventory to programmatic buyers
Twitch’s ad inventory is now available on the Amazon Advertising platform, enabling media buyers to purchase ads programmatically on the streaming site. Previously, brands had to undergo a more manual process of purchasing ads on Twitch.

YouTube prepares to release new engaged-view conversions metric
YouTube is planning to make its new conversion metrics, engaged-view conversions, available by the end of the year. The new engaged-view conversions metric measures the conversions that take place after someone views at least 10 seconds of a skippable ad, does not click right away, but converts within a set number of days after seeing it.

Twitch launches custom esports competitions in closed beta
Twitch has launched Versus, a new suite of competitive tools that will let streamers on the site manage their own tournaments, in closed beta. Esports leagues, game developers, Twitch Rivals competitors, and select Twitch streamers will now have access to the new feature. There is a waitlist for those who wish to try out Versus for themselves.

TikTok goes big on tackling hate speech
TikTok has joined the European Union’s Code of Conduct on Countering Illegal Hate Speech, a non-legally binding code which focuses on accelerating takedowns of illegal content and supporting users to report hate speech. In a statement, TikTok said: “We have a zero-tolerance stance on organised hate groups and those associated with them…Our ultimate goal is to eliminate hate on TikTok.”

Instagram puts a greater emphasis on diversity and inclusion 
Instagram has announced plans to build an Equity team to work on “better understanding and addressing bias in its product development”, creating fair and equitable products, and ensuring algorithmic fairness. In addition to which, the platform is also on the hunt for a director of diversity and inclusion who will be responsible for increasing and retaining people from diverse backgrounds.

Lewis Hamilton plays the world’s first 5G piano duet for Vodafone
Vodafone has teamed up with Lewis Hamilton (and We Are Social in London) to showcase the potential of its 5G network by partnering the Formula 1 legend with musician and producer Jay Keys for the world’s first 5G piano duet. The YouTube film is part of Vodafone’s ongoing 5G Gamechanger campaign.

Ubisoft shares its ‘Greetings from England’
As part of its launch campaign for Assassin’s Creed Valhalla, the next instalment in the Assassin’s Creed franchise, Ubisoft and We Are Social in Paris have released a new ‘Greetings from England’ campaign. The video series, shot in the traditional tour operator’s travel campaign, takes fans through ninth-century England – from an ancient stone circle to rustic villages.

Ones to watch
Instagram is testing changes to its home screen to bring Reels and the Shop tab into its navigation bar; Twitter’s is testing the ability to send audio clips in direct messages with users in Brazil; and LinkedIn is testing the addition of Swipe Up links for Stories.