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Archivo del Autor: Belen De Leon

Fed Up With Apple's Policies, App Developers Form a 'Union' Ahead of WWDC

A group identifying itself as The Developers Union worries its members cannot earn a living by writing software built on Apple’s existing values.
Source: Wired

A leaked look at Facebook’s search engine for influencer marketing

Facebook’s next money-maker could be this tool for connecting marketers to social media creators so they can team up on sponsored content Facebook ad campaigns. The Branded Content Matching search engine lets advertisers select the biographical characteristics of creators’ fans they want to reach, see stats about these audiences, and contact them to hammer out deals.

Leaked screenshots of Facebook’s promotional materials for the tool were first attained and published in german by AllFacebook.de. TechCrunch has now confirmed with Facebook the existence of the test of the search engine. Facebook first vaguely noted it would build a creator-brand tool in March, but now we know what it looks like and exactly how it works.

Even though Facebook will not actually broker or initially take a cut of the deals, the tool could equip brands with much more compelling and original marketing content. That could in turn encourage them to spend more on Facebook ads to spread that content, while also making the ads users see more entertaining and tolerable so they spend longer on the social network. By getting creators paid, even if not directly by Facebook, they’ll invest more in the quality of their content and size of their following on the app instead of with competitors.

How Facebook’s influencer marketing search engine works

A Facebook spokesperson explained the motive behind the tool like this. Facebook wants to help businesses find creators who can reach their target audience in an authentic way, while allowing creators a path to monetizing their Facebook content and fan base. Creators opt in to participating in the test and set up a portfolio showcasing their audience size and metrics plus their best branded content. Facebook is starting the program primarily with a set of lifestyle brands and creators.

Advertisers in the test can search for creators with specific audience demographics using a wide range of targeting options. Those include both general and industry-specific parameters like:

  • Top countries where they’re popular
  • Interests
  • Gender
  • Education history
  • Relationship status
  • Life events
  • Home ownership status
  • Home type

The search engine’s results page shows a list of creators with each’s audience match percentage to the search terms, percentage of their followers they reach, engagement rate, follower count, and video views. Advertisers can save their best matches to private lists, and reach out to contact the creators, though Facebook is still figuring out if it’s best to connect them through their Facebook Page or traditional contact info. One question is how Facebook will ensure it’s only connecting businesses to brand-safe creators who won’t get them in trouble by posting racist, sexist, or objectionable content the way star YouTuber PewDiePie did.

The deals for product placement or sponsored content creation and sharing are then worked out between the brand and creator without Facebook’s involvement. The platform is not taking any revenue cut during the testing phase, but longer-term will evaluate whether it should. The only thing Facebook doesn’t allow is pure re-sharing deals where influencers are paid to just post the brand’s pre-made content they didn’t help create.

The crowsourced future of advertising

Foreshadowed the launch of its dedicated Facebook Creator app in November, this is the company’s first serious foray into influencer marketing. This emerging industry holds the potential to overhaul the way advertising content is produced. In days of old, brands couldn’t target very narrow segments of their customers since they were using broadcast mediums like TV commercials, magazine ads, and billboards, or endoresements from mainstream celebrity like movie actors. They might only make a few separate styles of marketing compaigns that would appeal to wide swaths of their target audience.

With the Internet and targeting data-rich social networks like Facebook, they can reach extremely specific subsets of their customers with marketing messages tuned to their identity. But reaching these niche audiences with corporate content that feels authentic rather than fake and smarmy is difficult. That’s where social media creators come in. Not only do they have a pre-existing and intimate relationship with their fans who’ll take their endorsements to heart. They’ve also already spent years figuring out exactly what type of content appeals to these specific people. When they team up with brands, the businesses get their products recontextualized and interpreted for that audience with content they could never come up with themselves.

Twitter realized this early, which is why it acquired creator-brand deal broker Niche for a reported $50 million back in 2015. [Disclosure: I got fascinated with this industry because my cousin Darren Lachtman is one of the co-founders of Niche] But now as Facebook seeks to attract influencers and their audiences to its social network, it’s trying to find ways to get them paid. Otherwise, they’re likely to stray to YouTube’s ad revenue shares and Patreon’s subscription payments. So far Facebook has tested tipping and subscriptions from fans, as well as letting creators host ad breaks — essentially commercials — during their videos. But brands want the creators’ help designing the content, not just distributing it.

But what about Instagram and YouTube influencers?

The Branded Content Matching search engine will help brands find those creators…but only on Facebook for now. The tool doesn’t pull in their audience sizes and metrics from other important platforms like Instagram, YouTube, Twitter, Snapchat, or Twitch. Brands don’t get a holistic view of the value and reach of a creator, who might be way more popular on another platform than Facebook.

And really, Instagram is where all these influencers spend their time and share their content. Though Facebook owns it, it says it’s not showing Instagram influencers in the tool at the moment. Adding them in, the same way advertisers can push ads to Facebook and Instagram from one interface, would make the search engine much more powerful.

There’s already a whole industry of independent creator search engines and databases for marketers like Hypr, Whalar, Fohr Card, Tap Influence, and Creator IQ. If Facebook built one with first-party data from across its properties, or even pulled stats from competing platforms, it might squash these startups. Alternatively, it might buy one to ramp up its efforts here like how Twitter bought Niche.

Facebook is running out of ad inventory in the News Feed. It needs to make each ad better and more watchable so it can grow revenue by charging more per ads rather than selling more ads. Meanwhile, yesterday it started testing ads in Facebook Stories, where brands will need help navigating the more personal, vertical video format. Awesome content made by creators could be the answer. And Facebook could finally start helping more of these artists, comedians, and storytellers to turn their passion into a profession.


Source: TechCrunch

Fortnite is finally coming to Android this summer

Fornite is finally coming to Android…in a matter of months. After dominating the iOS gaming charts since March, the wildly popular sandbox survival game will be hitting the world’s top mobile operating system at some point this summer.

Creator Epic Games buried the news in the middle of a larger blog post titled, “The State of Mobile,” noting, vaguely, “We know many of you are excited for this release, and we promise that when we have more information to share, you’ll hear it from us first.”

That news comes amid a flurry of other Fornite related announcements this week. Earlier this morning, Epic unveiled a Battle Royale competition with a large in-game cash prize. This morning, the company also laid out plans to bring voice chat and improved gameplay and controls to the mobile side of things. Stats are coming to mobile, as well, along with a reduced install size.

Not that any of those issues have hampered the games success, of course. Earlier this year, the game was reportedly bringing in $126 million in monthly revenue — even before it arrived on iOS. With its imminent release on Android, that number’s likely to get a whole lot larger. 


Source: TechCrunch

Uber’s chief product officer is out

Uber Chief Product Officer Jeff Holden, who oversaw Uber Elevate, has left the company, Recode first reported. His last day was yesterday, TechCrunch confirmed.

On a day-to-day level, Holden was not that heavily involved. Manik Gupta, for example, is in charge of product, maps and marketplace at the VP level. There was also Uber Head of Product Daniel Graf, who left the company in March but was quickly replaced by former Amazon Alexa shopping lead Assaf Ronen.

Holden, instead, was more of a big-picture kind of executive, which entailed him taking ownership over Uber Elevate. Under his leadership, Uber brought on the CEO of flying taxi startup Zee Aero, Eric Allison.

Eric Allison at Uber Elevate in May 2018. (Photo by MRD)

“As demonstrated by last week’s Uber Elevate Summit, we’re incredibly bullish on the future of aerial ridesharing,” an Uber spokesperson said in a statement to TechCrunch. “Under the leadership of Eric Allison, the Elevate team is set up for success and will continue to chart the course for this growing industry.”

But it’s worth pointing out that Holden had a lengthy conversation with Federal Aviation Administration Acting Administrator Dan Elwell about regulation for uberAIR, the company’s upcoming aerial taxi service. That was just last week at Uber Elevate, the company’s two-day summit on aerial transportation. It seems odd that Holden was tasked with leading a conversation with the head of the FAA regarding what will arguably be the biggest hurdle uberAIR will face: regulation.

Prior to joining Uber, Holden served as Groupon’s senior vice president. It’s not clear what Holden’s next move is, but a source says Holden is pursuing another opportunity somewhere.


Source: TechCrunch

Google may be working on a standalone AR headset – CNET

Apple and Samsung are doing it, so it wouldn’t be surprising if Google is.
Source: CNET

Fahrenheit 451, cultural blind spots, and how to live with them – CNET

What’s your Kryptonite? Harry Potter? Star Wars? Seinfeld?
Source: CNET

WARD is an app for placing fantasy bets on esports games

Prediction markets, such as those that exist in the realm of fantasy sports, have taken off amongst consumers in the last few years. But fantasy sports have yet to make much of a play in one of the hottest areas online right now, namely esports. And it’s a big market.

Fantasy esports have been thriving across international markets. In 2017, more than 360 million viewers watched League of Legends alone, significantly overtaking the Super Bowl viewership. By 2020, the esports industry is estimated to be worth more than $1.5 billion, with the target audience being 21-35 years old. But quite how to take advantage of this arena has been a conundrum.

Now a new startup thinks it has the answer. What if you could create a live predictions market around esports as it happens?

That’s the aim of WARD, a startup out of Berlin that has created a “pick and predict” real-time prediction smartphone game, where players can win real prizes.

Billed as a fantasy esports game that provides a second-screen real-time experience for tournaments, WARD has now secured a $600,000 seed round. The backers are Impulse VC, SmartHub and a number of European angel investors. The seed investment will be used to build out the product, but also to expand in the lucrative markets of Asia and the U.S.

So how does it work? Well, fans who watch a championship or a specific esports game can predict their version of in-game events in real-time. So, for example, in the League of Legends game, a user can make a prediction about who will spill “first blood” or which team will destroy the first tower in the game, and so on.

For every prediction users make correctly, they are awarded points. Users who acquire the most points can top the leaderboard and go on to win prizes. These can include headphones, tickets for championships and signed merchandise such as team jerseys. Of course, this depends on the partner paying WARD to be featured. But, the more the user wins, the better prizes they get and the bigger the brand uplift for the team or sponsor.

Kirill Belov, managing partner at Impulse VC, says he was “stunned by the WARD technology, team and global vision. It is our first funding in the esports industry, and WARD is one of the best platforms to expand the scope of further investments.” High praise indeed.

WARD has so far run beta tests in Berlin based around the European League of Legends Championship Series, but the official launch is set for June 2018 with an aim to attract 3 million downloads by the end of the year.

The plans also include global expansion to Asia and adding new esports disciplines, such as Overwatch, CounterStrike (CSGO) to the app.

You can download the app here.


Source: TechCrunch

A royal-wedding commemorative iPhone X as costly as the event – CNET

Well, not really, but at $4,600, Goldgenie’s latest blinged-out iPhone is really for well-heeled royal-wedding fanatics.
Source: CNET

New Kitchen Knives from Shun and Kikuichi Cutlery

Our kitchen gear expert gives you some points to consider when adding a new blade to your quiver.
Source: Wired

Uber's Flying Cars, Tesla's Autopilot Fight, and More Cars News This Week

Plus: the sticky icky problem of trucking marijuana around California, Acura’s new infotainment system, and how just one autonomous car can help kill traffic.
Source: Wired

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