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Uber will begin selling customer data to marketers, according to a report by Business Insider. The company's ad division just launched a new insights platform called Uber Intelligence that's tasked with hoovering up and selling trip and delivery data. The data will technically be anonymous, via the use of a platform called LiveRamp. This will "let advertisers securely combine their customer data with Uber's to help surface insights about their audiences, based on what they eat and where they travel." Basically, it'll provide a broad view of local consumer trends based on collected data. Uber gives an example of a hotel brand using the technology to identify which restaurants or venues to partner with according to rideshare information. The company also says it's planning on using this tech to directly advertise to consumers, saying it could be used to identify customers who are "heavy business travelers" and then plague them with ads in the app or in vehicles during their next trip to the airport. Fun times. "That seamlessness is why we're so excited," Edwin Wong, global head of measurement at Uber Advertising, told Business Insider. Uber has stated that its ad business is already on track to generate $1.5 billion in revenue this year, and that's before implementing these changes. As for Uber in totality, the company made $44 billion in 2024, which was a jump from $37 billion in 2023. It's also notorious for raising fares. Uber has raised prices for consumers by around 18 percent each year since 2018, which has outpaced inflation by up to four times in some markets.This article originally appeared on Engadget at https://www.engadget.com/big-tech/uber-will-start-selling-trip-and-takeout-data-to-marketers-171011769.html?src=rss
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Marketing and Advertising
Netflix has already committed to reviving Star Search for its streaming service, and now the company is turning its attention to a different type of live show: HQ Trivia. Netflix's Best Guess Live is an attempt to revive the late 2010s app-based show with what the company is calling its first "weekday mobile game show."Best Guess Live will be hosted by Howie Mandel (Deal or No Deal, America's Got Talent) and Hunter March (Sugar Rush) and will broadcast Monday through Friday at 8PM ET / 5PM PT. The game seems like it will lean on multiple choice questions much like HQ Trivia did, and will reward players who answer the fastest and play multiple times per week. Netflix's announcement doesn't have any specifics as to how much money will be up for grabs, but the company does promise to give away "thousands of dollars in prize money."HQ Trivia, started by Vine co-founders Rus Yusupov and Colin Kroll, was a surprise hit when it debuted in 2017, thanks in part to its host Scott Rogowsky and the appointment-viewing nature of a daily game show you could watch on your phone. The later slow collapse of HQ was rocky enough to warrant a CNN documentary, but clearly the concept of the app fits nicely with Netflix's growing interest in live shows and casual games.Netflix has experimented with a growing number of live shows, including talk shows and sports programming. The company has also recently abandoned its aspirations to develop AAA games and ambitious indie titles to focus on casual experiences and games based on Netflix IP. Best Guess Live seems like a nice fusion of casual interactive experience and lightweight live content. Many people already open the Netflix app daily to find something to watch. It makes sense they'd be willing to do it for money, too.This article originally appeared on Engadget at https://www.engadget.com/entertainment/streaming/best-guess-live-is-netflixs-take-on-hq-trivia-170000030.html?src=rss
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Marketing and Advertising
The makers of ICEBlock, the community-based reporting app for ICE sightings and activity, are suing the federal government, alleging "unlawful threats" made by Trump administration officials led to the app's removal from app stores. The suit centers on free speech violations and accuses the administration of coercing Apple into taking down the app in October. Google began taking down similar apps around the same time. Josh Aaron developed ICEBlock in response to the Trump administration's crackdown on illegal immigration. The app allowed users to pin ICE agent locations on a map as well as add notes such as what agents were wearing or the kind of vehicle they were driving. The app would then alert users within a five-mile radius of the sighting. The White House called the app "an incitement of further violence against ICE officers" and sought its removal. A lesson we should all take from this is when we see our government is doing something wrong, it is our duty to stand up, Aaron told the New York Times. This isn't the first time Apple has faced controversy for an app takedown. In 2019, the company removed an app that protesters in Hong Kong were using to track police after facing pressure from the Chinese government. Apple, for its part, said it took the app down in response to "information we've received from law enforcement about the safety risks associated with ICEBlock." Federal officials said the gunman who attacked an ICE facility in Dallas had used tracking apps, including ICEBlock. "Fundamentally, ICEBlock neither enables nor encourages confrontation it simply delivers time-limited location information to help users stay aware of their surroundings in a responsible and nonviolent way," Aaron's suit reads. Engadget has reached out to Apple for comment and will update if we hear back.This article originally appeared on Engadget at https://www.engadget.com/general/the-developer-behind-iceblock-is-suing-the-federal-government-165111674.html?src=rss
Category:
Marketing and Advertising
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