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Aram Zucker-Scharff Profile picture
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12 Feb, 9 tweets, 2 min read
I know an advertiser-ready device graph, complete with user-confirmed 2nd party data-join fields when I see one.
Told ya Clubhouse is in a 100% traditional investor storytime mode.
Anyone who paid an ounce of attention in the last decade knows customers don't like their their contact lists being used to build out targeting data this way, but Clubhouse did it anyway b/c their's only one mode in SV: turning user data into investment.
The real irony here is how bad an approach this is for an audio product. The inventory doesn't scale up nor do the CPMs in the same way as display (atm at least) so the more users they get, the higher likelyhood they launch in-app display, or pivot the dataset to become ad tech.
Would be better for them though if they followed their current trajectory and became Audio PR Newswire like I considered in the last thread. But not as much bang for the user data there so... perhaps not.
It sure world be better for society though.
For all of the vocal vomit about how innovative SV is... they don't innovate much on the business model anymore, which is why 95% of these startups just become ads in some way.
*there's
*would

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More from @Chronotope

Aram Zucker-Scharff Profile picture
12 Feb
I am having a hard time taking the 'can you report on surveillance effectively without using the surveillance data' debate seriously because you literally can't do anything without being caught up in surveillance, which is the point.
It's why I still often think of @kashhill 's attempt to unplug from big tech. It's in the metaphorical air. nytimes.com/2020/07/31/tec…
I think this is a place where "the master’s tools will never dismantle the master’s house" is a nice sentiment, but when there are no other tools, it's better to use the tools against themselves than to do nothing.
Read 4 tweets
Aram Zucker-Scharff Profile picture
11 Feb
There is little doubt in my mind that brands in-housing their creative teams & the rise of 'social' platforms that push corporate comms like Clubhouse are connected in the same way Forbes letting CEOs write unedited op-eds was connected to the rise of early unmoderated social.
The thing that this is all about is that when the gatekeepers come down in any areas... that is great for minority voices, but it is also great for corporate communications teams to push out viewpoints as if they are journalism and remain unchallenged.
Eventually your platform has to take a stand on if you want to be the next big PR Wire or the next big place for an upswell of creatives or if you want to split the difference into ads and content like Facebook...
Read 25 tweets
Aram Zucker-Scharff Profile picture
5 Feb
"Surrendering our privacy to the government would be foolish enough. But what is more insidious is the Faustian bargain made w/the marketing industry, which turns every location ping into currency... in the marketplace of surveillance advertising." nytimes.com/2021/02/05/opi…
"The data is supposed to be anonymous, but it isn’t. We found celebrities, Pentagon officials and average Americans..."
"It became clear that this data — collected by smartphone apps and then fed into a dizzyingly complex digital advertising ecosystem — was a liability to national security, to free assembly and to citizens living mundane lives."
Read 9 tweets
Aram Zucker-Scharff Profile picture
4 Feb
This is a weirdly specific and awfully crazy thing to have to worry about but... is anyone else concerned that news organizations constantly using photos of Gre*ne wearing masks with crazy ideas on them is in effect amplifying her crazy ideas?
As someone super obsessed with share card images and what belongs on them vs what doesn't... perhaps we should consider if open graph/header images with things like 'Stop the St*al' are effectively retweets/mini-op-eds?
If readers only read headlines and look at the image on Facebook... isn't any image of her basically telling the story as much, if not more, than any headline? And if that image is dominated with a weird conspiracy message on her mask (clearly readable) aren't we... spreading it?
Read 5 tweets
Aram Zucker-Scharff Profile picture
5 Jan
Here's the thing, as someone who sees themself both in ad tech & as a privacy advocate: Advertisers who seek personalized targeting will focus on platforms with the most personal data: Facebook & Google. But I don't believe the status quo of ad targeting is the only future of it.
The idea that advertisers will walk away from platforms that don't provide personalized targeting simply doesn't hold up. Advertisers buy posters and billboards and TV ads and lots of other things that don't promise the accuracy of web advertising...
Further, the promise of that accuracy has mostly been false. Year after year after year we see that ad products that promise perfect accuracy and tracking don't work, are giving false results, are proving entirely ineffective, or have unexpected negative brand impact...
Read 20 tweets
Aram Zucker-Scharff Profile picture
25 Jun 20
Back in 2016 I identified the most successful strategy for Facebook, especially if you weren't afraid of dipping your hands in a bit of content fraud, was to "be massive" to spread your content out among a number of different Pages that appeared to have different topical focuses.
Today: "Popular Information has discovered a network of large Facebook pages — each built by exploiting racial bias, religious bigotry, and violence — that systematically promote content from The Daily Wire." popular.info/p/the-dirty-se…
This has been a long-standing content fraud strategy, one I even tested myself by setting up some tests to see how easy it was to create massively parallel posting using basic tools like RSS and IFTTT. The answer is: it is very easy.
Read 24 tweets

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