As Doc Searls so expertly explained in his article “Facebook’s Cambridge Analytica problems are nothing compared to what’s coming for all of online publishing“, we are at a probable beginning of the end of tracking-based advertising as we know it.
The Cambridge Analytica scandal is also a proverbial “canary in a coal mine” for advertisers as well. Has your organization considered the ramifications of using the data taken from users without their understanding or control? As the issues surrounding tracking-based advertising expand in the media, it will inevitably expand to not only include the publishers profiting from the technology, but also the companies spending money to use the technology to their own benefit and profit.
As @JohnnyRyan‘s Twitter thread from Doc Searls article said:
And advertisers, who pay for all of this, must start to demand that safe, non-personal data take over in online RTB targeting. RTB works without personal data. Brands need to demand this to protect themselves – and all Internet users too.
It’s time to ask important questions inside your organization such as: how does the adtech we are using for our marketing collect its user data? Are we comfortable with the data they have collected and how they are using it?
Just as you should know what data is being taken from you and your Internet activities, we should also understand what data we are using to send our ads out into cyberspace.
“Facebook is losing appeal among teens and young adults which is contributing to generally slowing growth for the platform, according to the latest projections from research firm eMarketer.
At the same time alternative social apps Snapchat and (Facebook-owned) Instagram are seeing rising and double-digit growth in the same youth demographic — suggesting younger users are favoring newer and more visual communications platforms.
‘Both platforms have found success with this demographic since they are more aligned with how they communicate — using visual content,’ noted eMarketer forecasting analyst Oscar Orozco in a statement.”
If you are not already making visual content, I would start working on it now! 6 sec videos, 15 second videos, and longer, both Commercials and Content based video.
Sears Canada and especially its employees are going through a very difficult time right now with layoffs, eliminated severances and store closures. Their digital marketing looks to be suffering too. I saw this Facebook Ad for their sportswear line, unfortunately named "The Cut". Not only are customers jumping on this in the comments, this line is mostly sold out – yet they are spending money on these ads anyway! I hope they are reviewing their inventory and adjusting their ads accordingly. I would just avoid this line for a while as well and save some money.
In less than two months, the grace period that allowed businesses to rely on implied consent based on a prior relationship will come to an end. This means companies only have a short time to obtain express consent to continue communicating with certain recipients.
Instagram has just launched a mobile web version of their platform to encourage use by people who haven’t downloaded their app. Though not officially supported, you can post to Instagram directly from your desktop using the mobile web version.
Christian Payne is a photographer who teaches organisations like the BBC, the UN and Al Jazeera how to do in-the-field reporting using mobile phones.