NEWSLETTER #130 / September 16, 2018
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ONLINE TRACKING OF 5-YEAR-OLDS
Just when you think online creeps can't get any creepier they, once again, exceed expectations.
This week, The New York Times reported that the attorney general of New Mexico filed suit against Google, Twitter, and three other companies alleging that they were flouting laws preventing "the personal data of children under 13 from falling into the hands of predators, hackers and manipulative marketers."
The Times claims that children's apps it analyzed from both the Google Android and the Apple iOS platforms sent data to tracking companies. The analysis was consistent with another study done by academics earlier this year in which they determined that of 6,000 free Android children's apps, over half shared details with outside companies.
A past director at the FTC said the findings were “significant and disturbing...‘safe spaces’ for kids in the apps stores aren’t safe at all.”
Meanwhile, in other surveillance marketing news, a lawsuit filed with European regulators challenges what is the essence of adtech. The suit claims that every time a bid request is sent intimate personal details are not protected. This is in contravention of GDPR regulations.
One of the people behind the suit is Dr. Johnny Ryan who said,"There is a massive and systematic data breach at the heart of the behavioral advertising industry...Our complaint should trigger a EU-wide investigation in to the ad tech industry’s practices... Ads can be useful and relevant without broadcasting intimate personal data.”
Amen.
Follow-Up On NIke
Looks like most people disagreed with me about the Nike/Kaepernick ad last week. Nike's stock is doing well and a Quinnipiac poll showed people approved of the ad by a margin of 49% to 37%. I'm not surprised by this. Most advertising and marketing commentators thought the spot was great — I’m sure it will win a ton of awards.
I still hate it.
Parents, teachers, and community leaders tell young people to stay in school, work hard, and get an education. Nike tells them it’s a good idea to “sacrifice everything” to become a famous athlete like LeBron or Serena. These are messages that I believe are confusing at best, and contradictory at worst. But the Nike message is a lot more seductive than “stay in school.”
I have no doubt that Nike’s intentions are good. The problem is that the road to hell is paved… you know the rest.
- Regardless of what the marketing geniuses say, the buying cycle for sneakers is a lot longer than 10 days. We won't know for a few months the sales effect of the campaign.
- The marketing industry is completely backwards in its obsession with “precision targeted one-to-one messaging.” Right or wrong, the one thing the Nike campaign has shown is that now more than ever, big brands need big, fat messages in front of big, fat audiences.
Nutrition For The Ad Industry
In a couple of weeks, a new book entitled "Eat Your Greens" will be published. The book is a series of essays about advertising by about 35 of the industry's most fertile minds -- and one dumb-ass blogger.
The authors include Byron Sharp, Marc Ritson, Doc Searls, Tess Alps, Paul Feldwick, Phil Barden, Rory Sutherland, Sue Unerman, Richard Shotton, Tom Goodwin, Rich Siegel...I could go on. The promise of the book is "Fact-Based Thinking to Improve Your Brand’s Health."
An event is being planned for NYC in mid-October to feature some of the authors and others in an evening of discussion about the state of the industry. Watch this space for details.
In other literary news... Our industry takes itself way too seriously. Consequently, I will be announcing a new book next week. I'm shooting for the silliest, dopiest, most injudicious book ever published about advertising and marketing. I think we need it.
Who You Callin' A Guru?
Just a week after I railed against "guru-itis" in this space, Argentina's largest newspaper called me, sigh, "el gurú de publicidad." You can (tal vez) read the article here. Had a wonderful time in Buenos Aires and enjoyed speaking to their asociación de publicidad.
