Read on Twitter
on some so far less discussed parts of “Avast’s sale of user data through its subsidiary Jumpshot” (CEO’s own words)...& subsequent closure of said subsidiary.
1st disclaimer/own exp of Avast: I was obliged by an ex-client to install it, for security.
Work in media, so you’d think wd be savvy, but actually had no idea of any data sharing… defo no opt in/or ever any opt out option, at any point I remember.
Still,
#GDPRcompliant
Work in media, so you’d think wd be savvy, but actually had no idea of any data sharing… defo no opt in/or ever any opt out option, at any point I remember.
Still,
#GDPRcompliant
Immediate questions: Why such drastic, urgent measures?
What were Jumpshot’s connections to the media/advertising industry?
And where did they think it was getting all its data?
What were Jumpshot’s connections to the media/advertising industry?
And where did they think it was getting all its data?
Second, brands working with them - clearly there are advantages to seeing 'Every search. Every click. Every buy. On every site’ for a panel of 100m people - or at least you’d hope, given the risks.
See this data from a Jumpshot report on buying/brand preference among the top US news audiences - and remember this is all deterministic, not inferred, like so many similar datasets are.
Even for Google, it seems, as if one walled garden wasn't enough, could see the benefits of getting a piggy back to look over others
Here’s Publicis, big 5 global agency: “the beauty of Jumpshot is … we get a wow from… senior leadership, because suddenly they’ve got access to walled garden data, and data from... competitors and brands that they really never had access to”
And then of course we also have Omnicom, another top 5, who as per Vice piece, as of last year was paying around 2m/year for the “full data feed” - is that the “homegrown approach to data” described here? https://www.adexchanger.com/agencies/omnicoms-jonathan-nelson-on-the-invention-of-ads-data-hub-and-why-data-for-datas-sake-is-a-waste/
Ad tech is a spider’s web. What about the other tech companies who were Jumpshot’s clients?
Quantcast, the analytics/DSP company turned consent management platform, is one listed on the Jumpshot site.
Quantcast, the analytics/DSP company turned consent management platform, is one listed on the Jumpshot site.
Another, acc. @WolfieChristl (who incidentally wrote about this whole topic back in December) is/was data provider/connecter Liveramp https://twitter.com/WolfieChristl/status/1202316763297406977 they seem to have taken it down since - but still, combining all online data w offline too - why not sounds fun
Ascential (ex-Emap) bought just > 1/3 of Jumpshot last July https://www.ascential.com/~/media/Files/A/Ascential/press-release/jumpshot-strategic-partnership.pdf interesting to note Ascential is also the owner of Medialink, as well as the biggest ad event of all, Cannes Lions - this piece in @adexchanger covers them both https://www.adexchanger.com/digital-marketing-2/year-medialink-part-cannes-machine/
Ascential has now been reimbursed for its 60m investment, plus expenses https://otp.tools.investis.com/clients/uk/ascential1/rns/regulatory-story.aspx?newsid=1361830&cid=1295… is there any indication Ascential was misled about the origins or compliance around the data gathered from Avast?
As a side note, note Ascential won Coca Cola’s e-commerce business earlier this month - https://www.exhibitionworld.co.uk/edge-by-ascential-chosen-as-the-real-thing-for-coca-cola was Jumpshot part of the deal?
Final thought to ponder: what role might Jumpshot have played this year, at its first Cannes since the investment, if this story had not come out?
