The Great Wings Rush
The new brands were doing better on the apps than The Bergen, a fact Brown attributes to their ability to game their algorithms. “I call it the wizard behind the curtain,” he says. If a brand’s sales are low, he’ll call his support person at its parent company and ask them what’s going on. “Can the wizard click the magic button?” he jokes. “They start laughing at me, but they tell me that they know the algorithm, they know how to make sure we’re first on these websites.” A few days later, the orders flood in.
Between January and December 2020, nearly 65% of Google searches ended without a click to another web property — up from 50% in June 2019, according to a study published by Rand Fishkin, founder of SparkToro.
Social platforms are dangling huge checks as they fight for your glazed-over eyeballs.
This is the age of the subscription ouroboros, a constantly renewing cycle of collective (and sometimes shameless) self-sponsorship where everyone can stay in their own loop forever.
Welcome to the age of the Appuccino.
Facebook says that according to its research, 70% of Americans use three or more messaging apps. A third of those users find it difficult to remember where certain conversation threads are, according to Facebook. This is why the company says it is building out the cross-app communication.
Verizon is acknowledging that it couldn’t compete with Google and Facebook for digital ads. Instead, it will concentrate on building a 5G network.
Sources tell the Financial Times that Apple plans to expand its App Store business with a new ad slot appearing in the “Suggested” apps section of the store’s search page.
Advertisers will have the opportunity to reach potential users before they actually search for something. Apple already allows advertisers to target users based on keyword searches in the App Store.
Amazon just passed another marketing milestone: The everything store now claims more than 10% of the US digital ad market, according to a recent eMarketer report.
Why we care. The purpose is to keep advertisers from being able to use minimal query data to identify users or have access to any personally identifiable information (PII) users may include in their search queries. Protecting user privacy makes sense, of course, but one would hope there would be some nuance to the data that’s withheld.
Google already limits query data in Search Console for this reason. The difference, of course, is advertisers pay whenever a users clicks on an ad triggered by a users’ query. The loss of this data could have real financial implications for advertisers. Advertisers won’t know what we can’t see.
If this really is just the culling of some sensitive queries, fine. But that’s not how this statement reads. There are thousands upon thousands of low-volume queries with zero privacy risk.
The “not provided” privacy issue is nearly a decade old
Next fall will be the 10th anniversary of “not provided.” Google started limiting visibility into the search terms that drive organic traffic to websites in 2011 for users logged into Google, again citing privacy. The so-called “not provided” issue (how that traffic appears in Analytics reports) has frustrated site owners ever since. For whatever reason — Google’s never been clear about it — the company has continued to surface that data to advertisers in the search terms report.
Is it hypocritical and self-serving to give this data to advertisers and not to others if privacy is behind the decision? It’s hard to deny. Limiting search term data would have undoubtedly hurt Google’s ad business, though advertisers have had a pretty good argument that they’re paying for the clicks and should have access to be able to eliminate wasted ad spend and optimize their campaigns. When “not provided” happened, keyword buying was the only way to buy search ads, and the way keywords matched to search queries was relatively straightforward.
Smart article from NYU Professor Scott Galloway. I've been critical of #twitter for years. References to them in my book illustrate the minority role they play in social media and advertising. Prof. Galloway's subscription model is a path in the right direction, along with new leadership. Twitter should also consider an AWS approach to their API. Allow apps and tools to be built on Twitter again, while charging to use the infrastructure.
The Art of Power. China made Alibaba dominance possible, protecting their market from Google and Facebook to make room for one of their own, and now they will likely take it all away just to show they can.
Data matters to shoppers!
"In support of her observations and recommendations, Nadkarni cited a range of Google 2020 surveys and search data:
-80% of shoppers will consolidate shopping to make fewer trips than in previous years.
-Searches for “available near me” have grown globally by more than 100% since last year.
-67% of shoppers plan to confirm online that a desired item is in stock before going to buy it."
It is true that digital markets exhibit certain features that distinguish them from conventional ones. For one thing, the coin of the realm is data. Once a company such as Amazon or Google has amassed data on hundreds of millions of users, it can move into completely new markets and beat established firms that lack similar knowledge.
Amazon said that most insurance is accepted, but Amazon Prime members can access savings on medications even without insurance.
A new consent model is needed for the data economy, one that is designed around the user’s experience and will actually help people understand how their data is being used.
"Winning the buy box is based on a variety of factors that are controlled by the merchant (price, customer satisfaction, shipping times and so forth) and Amazon’s algorithms to maximize sales. Like many algorithms used in e-commerce and ad tech, the algorithm appears to reward merchants with more historical sales with greater buy-box wins. This makes sense, because the more data Amazon has about a merchant, the more it can predict returns."