LinkedIn had released an updated guide on how to make best use of its various ad targeting options.
Archives for March 2019
The launch of Apple News Plus, the all-you-can-eat magazine subscription service, aims to get publishers hoping for a new rush of readers glued to their iPhones. Once bitten, though, those publisers are still approaching the platform with caution, afraid of giving up the lifeblood of their businesses.
The tradeoff from the subscription service, which launched last week, is clear, print industry stalwarts can appear on Apple News Plus, with immediate distribution on 1.4 billion devices, but they have to give up that direct connection to readers. The magazines—from publishers like Hearst, Condé Nast and Meredith—won’t get access to data about their Apple News Plus readers, because Apple doesn’t track users, which also means advertisers can’t target them.
“The economics on Apple News is obviously less than we get from our owned and operated properties,” says Daniel Hallac, New York Media’s chief product officer. “But it’s a different audience than our web properties, so it’s an opportunity to reach new people.”
For brand marketers, the continuing challenges associated with privacy and data protection are not going away. As brands develop new policies and strategies, it’s critical to recognize the necessity of protecting the relationship with the brand’s consumer base. However, our global research finds the worried conversations about data breaches that dominate the public dialogue are not necessarily the same ones consumers themselves are having. Further, it shows that privacy concerns mean something different to consumers than brands and they shade differently depending on whether the sharing is done with companies, governments, or social media platforms.
However, just as people’s individual behavior is more nuanced than the headlines would indicate, it’s also important especially for global marketers and policy makers to recognize there are differences from country to country. Our 2018 study covered five countries—the U.S., U.K., China, India and Chile—and some of the variations among them are startling. For example, Americans are more skittish about data sharing than the Chinese. Just over a third (34 percent) of Americans said that they don’t mind sharing their personal information with brands if it helps them find what they’re looking for, but that jumps to more than half (54 percent ) among people in China. Similarly, 68 percent of people in China say that it doesn’t really bother them if companies have their data because they feel they haven’t done anything wrong, which compares with 44 percent of Americans.