Author: Patricio Robles

Patricio Robles

I am a tech reporter and have been writing about technology, digital marketing and startups at Econsultancy since January 2009.

What advertisers need to know about Safari's new anti-tracking feature

The digital ad industry is up in arms about a new Intelligent Tracking Prevention feature that is included in the latest version of Apple's Safari browser.

The feature is now on millions of mobile and tablet devices as of the release of iOS 11 on Tuesday and will come to millions more later on September 25 with the release of macOS High Sierra. 

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Is Uber's lawsuit against an agency a harbinger of greater brand-agency discord?

Thanks to all of the scandals and controversies that have hit online advertising in the past year, a growing number of companies are taking a closer look at their digital ad campaigns.

Some of them aren't liking what they're finding.

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Restoration Hardware bid on 3,200 keywords, found 98% of its PPC sales came from just 22 brand terms

For years, many marketers have spent a lot of time and money trying to find the perfect keywords for their paid search campaigns.

In some cases, marketers are bidding on thousands of keywords. But could it be for naught?

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The FTC begins cracking down on influencers who violate its rules

It has been coming for years. Concerned about advertisements that aren't always distinguishable as advertisements, the US Federal Trade Commission (FTC) has been warning brands and the publishers and influencers they work with that they need to adhere to guidelines designed to ensure that consumers know the score.

Now, following another friendly reminder to influencers and brands in April, the FTC is ramping up its enforcement efforts.

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Five things every company can learn from the Equifax data hack

Last week, it was revelead that Equifax, one of the three major credit bureaus in the United States, suffered a data breach that might be the "worst leak of personal information ever."

Through the breach, criminals obtained the full names, Social Security numbers, birth dates, addresses, and in some cases, driver license numbers, of 143 million Americans, creating a fraud and identity theft nightmare of epic proportions that will exist for years to come.

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Verizon wants customers to give up their data for targeted ads, and it's willing to pay

Thanks to acquisitions exceeding $100bn in recent years, the largest internet service providers (ISPs) in the US are set to become some of the most dominant digital ad players.

But while there has been significant concern that the Federal Communications Commission's (FCC) roll-back of consumer broadband privacy rules raises the possibility that ISPs could use their treasure troves of data without customers' permission, the largest ISP in the US appears to be taking a more cautious approach than it might legally have to when it comes to exploiting customer data.

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What's up with Facebook's estimated reach numbers?

In the past year, Facebook has been hit with a series of faux pas related to metrics, but one analyst has discovered what could be the most eye-popping of all.

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tv set

Fox plans more 6-second ad slots, as digital influences television

Digital advertising hit a huge milestone this year: in the US, the Interactive Advertising Bureau (IAB) says that digital ad spend surpassed television ad spend for the first time ever.

By most estimates, digital will overtake television on a global basis this year. As the balance of power shifts, the impact of digital is not only reflected in ad spend but in the way television ads are evolving.

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Amazon turns Twitch into an influencer sales platform

Amazon raised a few eyebrows when it announced it was purchasing the gaming-focused live streaming video service Twitch for nearly a billion dollars in 2014.

Why would an ecommerce giant want to own such a service and why would it, at the time, pay more cash for it than it had paid in any prior all-cash acquisition? 

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AR is on the brink of a breakout thanks to new platforms from Google & Apple

On Tuesday, Google announced ARCore, a new augmented reality (AR) development platform.

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mobile

The Google-Facebook duopoly extends to mobile apps: What can marketers do?

According to comScore's newly-published 2017 U.S. Mobile Apps Report, well over half (57%) of the time consumers spend using digital media now occurs in mobile apps.

But for marketers looking to use mobile apps to reach consumers, there's some not-so-good news: slightly more than half of smartphone users don't download any new apps in a given month, and of those who do, the highest percentage download just a single app.

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Force Friday

Star Wars uses AR experiential campaign to drive people in-store

In mid-December, the latest Star Wars movie, Star Wars: The Last Jedi, will make its theatrical debut.

The stakes are high for Disney, which purchased Star Wars creator Lucasfilm for more than $4bn in 2012. The movie industry, like so many others, is changing (or being disrupted if you prefer) and blockbuster hits are increasingly important to studios, even one as blessed as Disney with strong franchises.

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