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The downfall of adtech means the trust economy is here

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2020 has brought about much-needed social movements. In June, activists launched the Stop Hate for Profit campaign, a call to hold social media companies like Facebook accountable for the hate happening on their platforms.

The idea was to pull advertising spending to wake these social platforms up. More than 1,200 businesses and nonprofits joined the movement, including brands such as The North Face, Patagonia and Verizon. I led my company, Cheetah Digital, to join alongside some of our clients like Starbucks and VF Corp.

Stop Hate for Profit highlighted social media hitting its tipping point. Twitter and Snapchat chose to stand up against hate speech, banning political ads and taking action to flag misinformation. Facebook, unfortunately, has not yet been as proactive, or at best it’s been sporadic in its response.

While many thought the movement would come and go, the reality is it has only just begun. With America conducting arguably its most divisive election in history, these problems won’t just go away. For marketers, Stop Hate for Profit is more than a social movement — it is pointing to an issue with ad tech as a whole.

I believe we are seeing the downfall of ad tech as we know it with social media boycotts and data privacy leading the charge.

The social media quagmire

In May, Forrester released a report titled “It’s OK to Break Up with Social Media” that contained statistics indicating that consumers are fed up with social media: 70% of respondents said they don’t trust social media platforms with their data. Only 14% of consumers believe the information they read on social media is trustworthy. 37% of online adults in the U.S. believe social media does more harm than good.

Here is the reality we need to get back to: Social media isn’t built for marketers to reach consumers. In the beginning of the social media craze, brands rushed to get on board and join the conversations. What many brands discovered is these channels became a platform for customer complaints not for building positive brand perception. Furthermore, the social platforms marketers flocked to as an avenue to reach customers began charging marketers just to get to the customers.

The algorithms that define what content you see unfortunately make it harder for people to see opposing views, and this more than anything else polarizes society further. If you start looking at QAnon content, very soon that’s all the algorithms feed you. You might spend more time on social platforms fueling their ad dollars, but you have also lost a grip on reality. Marketers must admit things have gone too far on social media and it is okay to move on.

Privacy matters

Imagine you are in need of a minor surgery. Perhaps you take an Uber ride to the specialist for a consultation. Next, you go get the surgery and it is successful. Soon you find yourself at home recovering and all is well. That is, until you start scrolling Facebook. Suddenly advertisements pop up for medical malpractice lawyers, but you haven’t told anyone about the surgery and you certainly didn’t post about it on social media.

Here you are, just wanting to rest and recover at home, but instead you are being bombarded by advertisements. So how did those ads get there? You left a digital footprint, your data was sold and now you’re being hit with intrusive ads. To me, this story crystallizes the abuse ad tech has been fostering in the world around us. There’s an utter invasion of privacy and consumers aren’t blind to it.

Data privacy has been a focus of conversation for marketers for several years now. Just this year, America saw the California Consumer Privacy Act (CCPA) go into effect and become enforceable. This legislation gives back control of data to the consumer. In June, Apple announced updates to make it harder for apps and publishers to track location data and use it for ad targeting. At the beginning of August, Meredith and Kroger announced a partnership to provide first-party sales data for advertising efforts in an attempt to move off of cookies. It is clear data privacy is not a fad going away anytime soon.

Where do marketers go from here?

I believe the future of marketing is the trust economy. The Stop Hate for Profit campaign, the invasion of privacy and shifting attitudes and behaviors of consumers point to the end of an era where marketers relied upon third-party data. Trust is now the most impactful economic power, not data. We conducted research earlier this year with eConsultancy, and our findings revealed that 39% of U.S. consumers don’t like personal ads driven from cookie data. People don’t want to be tracked and targeted as they click around the web. Ad tech’s roof is caving in and marketers must adjust.

The old methods of marketing won’t carry you through into the era of the trust economy. It is time to look to new channels and revisit old channels. We have to shift back to the channels where we own what is being said. Advertising on social platforms should be focused on driving consumers to owned channels where you can capture their permissions and data to connect with them directly. Consider email as a channel to focus on.

Don’t worry — it works. That same eConsultancy report found nearly three out of four consumers made a purchase in the last 12 months from an email sent by a brand or retailer and massively outperformed social ads when it came to driving sales. Similarly nine times as many U.S. consumers want to increase their participation in loyalty programs in 2020 than those that want to reduce their involvement. You have to ensure you are owning your data and loyalty programs are a treasure trove of consumer data you own. Emily Collins from Forrester does a good job of explaining why you can achieve this with a true loyalty strategy, not just a rewards program.

Your goal should be to build direct connections to consumers. Building trust means offering a value exchange for data and engagement, not going and buying it from a third-party. Fatemah Khatibloo, a principal analyst for Forrester wrote, “Zero-party data is that which a customer intentionally and proactively shares with a brand. It can include purchase intentions, personal context, and how the individual wants the brand to recognize her.” This zero-party data is foundational for the trust economy and you should check out her advice on how it helps you navigate privacy and personalization.

Take responsibility

The trust economy is really about asking yourself, as a marketer, what you stand for. How do you view your relationship with consumers? Do you care? What kind of relationship do you want? Privacy has to be part of this. Accountability is crucial. We must be accountable to where we are putting our money. It’s time to stop supporting hate, propping up the worst of society and fueling division. Start taking responsibility, caring about social issues and building meaningful relationships with consumers built on trust.

 

Lyron Foster is a Hawaii based African American Musician, Author, Actor, Blogger, Filmmaker, Philanthropist and Multinational Serial Tech Entrepreneur.

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Spain’s Glovo inks real-estate tie-up to add more dark stores for speedy urban delivery

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Spain’s Glovo, an on-demand delivery app, has announced a strategic partnership with Swiss-based real estate firm, Stoneweg.

The deal will see the latter invest €100M in building and refurbishing “prime city real estate” in some of Glovo’s key markets as the delivery app works to build out its network of dark stores and sign up more retail partners for its urban delivery service, it said today.

The initial focus for the partnership will be on growing its dark stores network in Spain, Italy, Portugal, Romania, with additional countries slated as under review in Europe.

“These are the countries in which both Glovo and Stoneweg have a major presence, and therefore are able to move much quicker when it comes to setting up,” a Glovo spokeswoman told us. “However, the deal is not limited to these countries. Glovo’s aim is to grow and strengthen their Q-Commerce and dark kitchens infrastructure across Eastern Europe too.”

Glovo currently operates 18 dark stores globally — in cities including Barcelona, Madrid, Lisbon and Milan — but said it’s now looking to open similar stores in Valencia, Rome, Porto and Bucharest, among others.

It wants to have 100 dark stores up and running by the end of 2021, it added.

Last September the startup announced the sale of its LatAm ops to food-delivery focused rival Delivery Hero for $272M — leaving it more fully focused on Southern and Eastern Europe.

Then in November it announced the launch of a dedicated business unit to support expansion of the sub-30 minute urban delivery service, which it calls ‘Q-Commerce’ (that’s ‘Q’ for quick) — saying it would accelerate development of a b2b offering to stock third parties’ products in its city center warehouses (and have them delivered to shoppers via the couriers doing gig work on its platform).

Glovo said today that the Stoneweg strategic partnership will help it step on the gas to grow the infrastructure and fulfilment centers it needs to underpin this b2b offering.

The ‘deliver anything’ app is spying an opportunity to capitalize on the coronavirus’ impact on traditional bricks-and-mortar retail — betting urban consumers will make a permanent shift to outsourcing grocery and other convenience/essential shops to an app which bundles high speed delivery, rather than making such trips in person.

Its dialled-up focus on Q-Commerce is a direct response to “changing consumer sentiment and demand for instant and same-day delivery”, it added.

To date, Glovo’s platform has delivered more than 12 million multi-category orders globally, while in 2020 it experienced a growth rate of more than 300% year-on-year.

As well as supermarkets such as Carrefour, Continente, and Kaufland, Glovo’s list of retail partners includes the likes of Unilever, Nestle and L’Oréal, and IKEA — so it’s by no means focused purely on groceries.

It has said it wants Q-Commerce to power delivery of a wide range of products — from toys, music, books, flowers and beauty products to pharmacy items and groceries. And even, in some markets, a curated selected of IKEA wares — i.e. stuff that’s small enough to fit in couriers’ backpacks.

Commenting on the Stoneweg strategic investment in a statement, Oscar Pierre, co-founder and CEO, said: “We believe that the third-generation of commerce is already upon us. Following the close of Stoneweg’s investment, we are consolidating our strategic commitment to Q-Commerce, which will allow us to better connect people with a wide variety of available products in their cities.

“In the wake of COVID-19, we believe that dark stores represent the future of post-pandemic retail, and I think we’ll see a permanent shift in consumer habits towards same-day and instant delivery. We’re excited to continue to expand our offering, so that all types of businesses, from local independent stores to multi-national chains, can reach more and more customers thanks to new technological solutions and highly efficient infrastructure.”

In another supporting statement, Stoneweg’s Joaquín Castellví, founding partner and head of acquisitions for Europe, added that the strategic investment represents “an opportunity to offer our clients to diversify into a new class of retail asset through consolidated cities where Glovo operates — in a segment with great growth potential, accelerated by the situation we are experiencing”.

Glovo’s push to take a margin on a broad range of urban retail comes at a time when consolidation is eating into the thin margin food delivery space.

It is also facing legal challenges to its business model in Europe over the classification of couriers as self-employed — losing a supreme court ruling in its home market last September.

Ministers in Spain are working on a new regulatory framework for delivery apps and Glovo has said it’s awaiting that reform before making any changes but a lot will be riding on the detail.

UK-based Deliveroo also recently lost a legal challenge in Spain over the classification of its couriers. A court in Barcelona found last week that the company had falsely defined 748 riders as self employed, following a 2018 workplace inspection.

The delivery platform which competes with Glovo in the on-demand food and grocery space, announced Sunday the closing of a Series H funding round — raising $180M+ from existing investors, led by Durable Capital Partners LP and Fidelity Management & Research Company LLC, which it said valued the business at over $7BN.

The investment would enable Deliveroo to continue investing in “developing the best proposition for consumers, riders and restaurants”, it said, noting that it would be expanding in on-demand grocery following “rapid” growth over the last year.

Deliveroo added that the Series H investment comes ahead of a “potential” IPO — and said it “reflects strong demand from existing shareholders to invest in the company, given the significant growth potential in the online food delivery sector in which consumer adoption is accelerating”.

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Qualcomm-backed chipmaker Kneron nails Foxconn funding, deal

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A startup based out of San Diego and Taipei is quietly nailing fundings and deals from some of the biggest names in electronics. Kneron, which specializes in energy-efficient processors for edge artificial intelligence, just raised a strategic funding round from Taiwan’s manufacturing giant Foxconn and integrated circuit producer Winbond.

The deal came a year after Kneron closed a $40 million round led by Hong Kong tycoon Li Ka-Shing’s Horizons Ventures. Amongst its other prominent investors are Alibaba Entrepreneurship Fund, Sequoia Capital, Qualcomm and SparkLabs Taipei.

Kneron declined to disclose the dollar amount of the investment from Foxconn and Winbond due to investor requests but said it was an “eight figures” deal, founder and CEO Albert Liu told TechCrunch in an interview.

Founded in 2015, Kneron’s latest product is a neural processing unit that can enable sophisticated AI applications without relying on the cloud. The startup is directly taking on the chips of Intel and Google, which it claims are more energy-consuming than its offering. The startup recently got a talent boost after hiring Davis Chen, Qualcomm’s former Taipei head of engineering.

Among Kneron’s customers are Chinese air conditioning giant Gree and German’s autonomous driving software provider Teraki, and the new deal is turning the world’s largest electronics manufacturer into a client. As part of the strategic agreement, Kneron will work with Foxconn on the latter’s smart manufacturing and newly introduced open platform for electric vehicles, while its work with Winbond will focus on microcontroller unit (MCU)-based AI and memory computing.

“Low-power AI chips are pretty easy to put into sensors. We all know that in some operation lines, sensors are quite small, so it’s not easy to use a big GPU [graphics processing unit] or CPU [central processing unit], especially when power consumption is a big concern,” said Liu, who held R&D positions at Qualcomm and Samsung before founding Kneron.

Unlike some of its competitors, Kneron designs chips for a wide range of use cases, from manufacturing, smart home, smartphones, robotics, surveillance, payments, to autonomous driving. It doesn’t just make chips but also the AI software embedded in the chips, a strategy that Liu said differentiates his company from China’s AI darlings like SenseTime and Megvii, which enable AI service through the cloud.

Kneron has also been on a less aggressive funding pace than these companies, which fuel their rapid expansion through outsize financing rounds. Six-year-old SenseTime has raised about $2.6 billion to date, while nine-year-old Megvii has banked about $1.4 billion. Kneron, in comparison, has raised just over $70 million from a Series A round.

Like the Chinese AI upstarts, Kneron is weighing an initial public offering. The company is expected to make a profit in 2023, Liu said, and “that will probably be a good time for us to go IPO.”

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Health insurance startup Alan launches free medical app Alan Baby

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French startup Alan is generating 100% of its revenue from health insurance products — and that isn’t going to change. But the company wants to start a conversation with a bigger use base. Alan is going to launch multiple mobile apps that let you learn more about health topics, contact a doctor and chat with the community.

“We are proud to announce today that we’re launching free medical apps for everyone,” co-founder and CEO Jean-Charles Samuelian-Werve said in a virtual press conference. “We’re going to develop services for specific groups of people who are facing specific issues or questions.”

And the company is starting with Alan Baby. As you can guess from the name, Alan Baby helps you stay on top of your baby’s health. The company has chosen to focus on that segment as your baby’s health can be a great source of mental stress.

When you first open the app, you get a feed of articles on specific topics, from sleep to nutrition and child development. You can get relevant articles by entering the birthdate of your child as you often don’t have the same questions at day one and day 100.

While parents usually have 10 pediatrician appointments in the first year, you may have a burning question that cannot wait that long. From Alan Baby, you can start a text discussion with a doctor. The company says users should expect an answer within 24 hours.

Alan had already hired doctors for a similar messaging feature for its users who are covered under the health insurance products. The company is opening up that feature to more users beyond its paid customers.

Finally, people who install Alan Baby can interact with each other in the community section. It works a bit like an online forum on health topics, except that it’s mobile-first and Alan wants to moderate it with some help from its doctors.

“Thanks to what we’re setting up for parents, we will be able to extend it to other topics soon,” Samuelian-Werve said. He names fertility, mental health or diabetes as potential topics for other free apps.

While the apps are going to be free, the company expects to attract new clients for its health insurance thanks to those new apps. Essentially, Alan is broadening the top of its sales funnel with free apps.

Alan Baby is rolling out progressively in France. There’s a waitlist and the iOS app is available to pre-order (for free) in the App Store.

An update on the health insurance products

Back in October, Samuelian-Werve told me that 100,000 were covered through Alan. A few months later, 139,000 people are covered through one Alan insurance product or another. Overall, 8,300 companies have chosen the company as their health insurance provider. Basically, Alan’s user base has more than doubled in 2020.

In France, employees are covered by both the national healthcare system and private insurance companies. So Alan convinces other companies to use its product for its employees. The company has obtained its own health insurance license, which means that it can customize its health insurance products completely depending on the segment and client.

The company is also operating in Spain and Belgium. But it’s been a slow start with 300 members in Spain and 500 members in Belgium. Alan is going to focus on those two markets before launching new countries in the future.

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