The trend towards targeted marketing on social media has been a lifesaver for advertisers. Being able to target ads based on key individual metrics such as country, language, location and even topics of interest has been incredibly effective.
Until now the main facilitator of this type of product has been Facebook. But now, Twitter has said it will start rolling out advertising products for “tailored audiences”. It’s essentially a type of retargeting product, so users will see ads for websites they may have already visited.
But the biggest move here isn’t about retargeted ads. This specific product will have to access user data in order to deliver the most effective marketing, which means Twitter is using even more information gained from its large user base.
While the social network has already said users will be able to opt out of the program, this is yet another example of how digital advertising is becoming more integrated with users’ daily browsing habits. While this does represent a significant opportunity for businesses to deliver effective, useful ads, many social media users are wary of having their information taken and used for such products.
With recent controversies regarding privacy having heightened users’ senses, digital businesses investing in targeted advertising should at least be aware of what’s involved in creating these types of products.
Staying on top of patents
The technology industry has been filled with lawsuits over patents, with the biggest names in the industry fighting over rights to various software systems. But the industry has also been criticised over these battles, with some accusing certain businesses of gathering a significant amount of patents, in order to raise revenue by enforcing them.
This practice may change. In the United States, the Congress has passed a law that aims to reign in the spared of patent lawsuits. While some have welcomed the bill as a step in the right direction, others suggest it could hurt smaller companies which rely on patents for much-needed revenue.
Whether the bill is successful in diluting patent lawsuits, digital businesses will still need to be aware of their obligations with regard to patents and rights. Even recent lawsuits have shown businesses in all sorts of industries – including online retailers – need to be aware of their obligations.
As digital continues to become more tightly integrated with business in general, maintaining a close eye on these types of patent obligations will a much more integral part of doing business.
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