Perspective.

As of last week, Apple users can now opt out of being tracked by third-party apps. Early figures from adtech firm Blis reveal that approx. 70% of users have chosen ‘No’ when prompted. To date,10k apps have been updated to support the update, the majority of them games. Apple, aka ‘The Privacy Platform’ has dropped a bombshell on the media advertising and measurement industry, who must now get permission to track users across mobile apps and websites from device identifiers, mainly via the IDFA (stands for Identfier for Advertisers, a unique way of recognising a users iOS device). This IDFA tracking powers behavioural targeting, retargeting, and media measurement - essentially relevancy of product, message, lifestage, connected conversations and performance management. So, pretty big, actually. The positive spin on this is that users will allow tracking, if the third-party can explain why they need it, and what they do with it - the ‘tracking proposition’ - I agree, and advise marketers to develop this, fast (examples of what not to do here). That being said, I cannot think of a single circumstance where a third party NEEDS to see what I do elsewhere to fulfil their product promise (though they may WANT to) - and nobody liked ads that followed them around the Internet, for products only browsed or already purchased. Let us not forget that third-parties and advertisers can still track identified users within their own ecosystem, and still deliver personalised site/web experiences and personalised permissioned direct messages - so focus must be put here like never before on knowing your users (name collection) and matching them to their activity (via login and direct tracking). Welcome to the world of CRM. Over 50% of Facebook’s share of wallet comes from iOS - so no surprise it has been the loudest protestor (shut up Facebook, you generated revenues of 86bn$ in 2020). Media will not stop, it will just evolve and take more direct data from advertisers, no doubt Ads may become less relevant (were they that relevant before… really?). Apple is already clamping down on workarounds (hidden pixel tracking) so it has its’ work cut out. Overall, as my boyfriend said ‘hashtag good thing’.

So, Netflix has launched a way to combat ‘Analysis Paralysis’ - the continuous, endless browsing for something, anything to watch because we can no longer think for ourselves after the longest, week ever. It was inevitable, and should have come sooner actually - the gamification of your viewing time will be enjoyable. Is it good though that we relinquish control of our mind and choices even more, and allow ourselves and opinions to be shaped even further by algorithm? It all depends on what Netflix do with it. If they show you credible programming, independent films worthy of attention (think David Attenborough’s A Life on Our Planet) = OK with this. If however, they cleverly try to up your viewing time by suggesting programming longer than what you normally watch = hmm, not sure. I’ll have a play, and let you know what I think soon in a newsletter exclusive. Sign up below.

Like a cat with nine lives, Uber evolves yet again. They never miss an opportunity, and with the world what it is today, need to find opportunities - and drivers - fast. They are… languishing - to borrow the much publicised Covid state of mind much talked about last week. I would be curious to know what new products did not make it - driving lessons? city tours? 30min escape from the rain? Personally, I think the last one is a winner.

Cheugy - a term meant fondly, but impossible to take well if you are - or have an item - labelled as such. I will add my own definition: people that ‘want to belong’ with items ‘that shout loud, and are perhaps overpriced’. A new consumer definition, and one to test in your marketing. Certainly, the need for people to belong, be part of the pack, and feel safe is not new - target them with language of reassurance, support and community - but beware, being labelled a Cheugy no longer feels like a safe place to be, so go easy on the Burberry check.

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