@GoldenA88492098 @SaraCarterDC @realDonaldTrump Ohhh twitter blocked the link 😂😂

Facebook -- having taken out full-page ads in the NYT, Washington Post, and WSJ -- is generally seen as the primary victim of the new app privacy controls coming in iOS14. But Google is perhaps even more vulnerable to ATT. Why has Google remained silent? (1/X)

2/ First, background: here's a high-level overview of how ATT / IDFA deprecation impacts advertisers and ad networks, and why this whole ordeal has put advertisers and ad networks into a state of panic:

3/ Google is equally as susceptible to harm from ATT as Facebook. Google's UAC product -- esp its tROAS and tCPA campaign objectives -- relies as much on IDFA-indexed monetization and engagement data as FB's mobile product does. But Google has one big weakness wrt ATT: YouTube

4/ Broadly, view-through attribution accounts for a disproportionate % of conversions from YouTube app install impressions. This means: user sees the YT ad, doesnt click, downloads app later, & Google is able to claim it by reconciling IDFA seen at impression to IDFA seen in app

5/ View-through attribution is nonexistent in the ATT paradigm as it relies on the IDFA; some significant portion of YT's attributed conversions will evaporate. So why isnt Google vocally opposing ATT? Two reasons: consumer optics and its duality as ad network / mobile platform

The Internet is at a tipping point, here’s what you’ve probably never heard coming next.

Time for a thread 👇👇👇

1) Let’s start with the users…

Today over 50% of the world is on social media AND on average we each have 70-80 usernames and passwords.

Each of these accounts are owned and controlled by the platforms.

Recipe for disaster.

2) In 2021 American adults spend over 4 hours a day online - that is half a work day.

Time is our most valuable asset, did you realize you are giving this away for free?

3) The applications we use today are built on the foundation of ‘Free + Ads’.

You get free access.

They get YOUR account, YOUR data, YOUR screen time, YOUR community.

And the worst part? This can all be taken away at any moment.

4) So where do we go from here?

It starts with self-sovereign digital identities.

ONLY the user owns their identity data online without intervention from outside parties.

Available now at sites like:

7 Tactics To Increase Engagement on Your Threads

// THREAD //

People are constantly seeing the same stuff over and over again on their timeline.

This is why you need to learn how to stand out.

When they’re scrolling you need to grab their attention and reel them into something they want to read.

If you think about it, your job is just to get them to click your tweet. Once that’s done, they’ll be reading your other ones in no time.

In order to get them to click you need to show one of these 7 things:
> authority
> experience
> value
> lesson
> mystery
> opinion
> numbers

The easiest way to write headlines based off of these things is to write out your audience’s objections.

Then, indirectly counter their objection within your headline (sounds cool right?).

An old copywriting trick 😉

1. Authority

“Why should I read your thread? What have you done that makes me trust you”

Headline:
“$97,840 in Profit This Month Using This 5-Step Plan to Make Landing Pages”

Authority shows people you know what you’re doing by telling them a true stat/claim.

Facebook is a newstand. But no one can see which news Facebook is pushing to the top.

So we built an app for that called #CitizenBrowser. Our first finding: the sharp impact of Facebook’s political ad ban reversal in the Georgia Senate elections.
https://t.co/GZNdwZOlHW /1

This is the first report from our #CitizenBrowser project. There will be many more to come. But first, I want to tell you a bit about how we did it because it’s the most ambitious thing we’ve ever done @themarkup – and we do a lot of ambitious projects. /2

#CitizenBrowser grew out of conversations @suryamattu and I had about how to audit Facebook. We had both worked on browser extensions to collect data from Facebook, but FB always threatened to shut those down, just like their recent threats against the NYU AdObservatory. /3

But the bigger problem is that browser extensions don’t capture most FB activity. Most people use FB on mobile and browser extensions only work on desktop or laptop computers.

So one night, late at the WeWork, @suryamattu said to me: “We’ll have to build our own browser.” /4

“No way,” I said. “That’s insane.” But slowly, I came around. Here’s why: browsers are good at running in the background. Users could log into FB once through the browser and never use it again.

Then we wouldn’t be monitoring users. We would only be monitoring their feed. /5

X : Can you apply pace layers to maps?
Me : You can but what is where evolves. However, same rules apply to things, practices, data, knowledge and ethical values. All are forms of evolving capital. In the mapping world, we refer to this with pioneers, settlers and town planners.

X : What's the robot for?
Me : Image from an older presentation slide, don't worry it has no relevance.
X : Is this linked to diffusion?
Me : Not simply. Evolution of a single component can consist of many hundreds of diffusion curves i.e. a virus diffuses but it also evolves.

X : Why have you got DevOps in legacy? We haven't even started yet.
Me : That's not my problem. I would take a look at serverless.
X : DevOps is serverless.
Me : Some of the practices maybe co-opted (see ITIL vs DevOps) but the new faction will decide what it is or isn't.

X : I also disagree with your methods graphic.
Me : Do you mean this? As applied to the following map?
X : Yes. Lean is suitable for innovation.
Me : Ah, that depends upon what you mean by innovation. If you mean Genesis then lightweight XP has it beat.

X : I disagree.
Me : Well, I've had 15 years of people telling me that Agile works everywhere or Lean works everywhere or Six Sigma works everywhere and why all the competing methods don't. I have no interest in the conversation. Use appropriate methods based upon context.