Why podcasts need to think through discovery (how much is too much), where prediction and control begin and end, and what is the “creep factor” in audio data — plus an interview with Sarah Rhea Werner of “Girl In Space” and “Write Now with Sarah Werner” podcasts, and headlines from podcasting and on-demand from Podnews…
- As a medium not good at discovery, targeting or advertising — starting growth pains and spurts with solving these issues
- The relevancy of GDPR, Facebook privacy, Cambridge Analytica, and a new national consciousness
- Podcasts have been asking for more audio data and analytics, so what comes with that
- We don’t have a lot of tools for targeting and engaging users, and networks are starting to create them
- What’s a good experience and what’s a bad experience in podcast players?
- Targeting and re-targeting, and how much data can be deployed and gathered on one individual listener, and the need to understand when it crosses the “creep line” despite value for marketers
- What type of model are we building for listeners — aggregated buckets and themes, or targeted for the individual listener?
- Why gathering data in hopes to sell it can be a bad play in some circumstances
- Hyper-targeting and psychographics profiles, and acclimated to feeling OK with selling or trading our privacy data in the United States, and therefore a lot of our behavior can be predicted on an aggregate level
- Not much we can do to unplug our privacy at this point, even when disconnecting
- At what point do we put the control of privacy and data back in the hands of the user and listener?
- Responsible and acceptable targeting, and control over our own experience vs. that created by an algorithm
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