Let’s discuss a developing data management contradiction. People thinking in strategic terms about the monetization of digital medias, publishers, marketers, are unanimous. Collecting and poring over data has become more important than ever.
That’s one trend.
The other involves the gatekeepers. As I briefly explained last week, we now face a small club of high tech giants — Google, Microsoft, Amazon, Yahoo and Apple — who, over the years, acquired an unprecedented ability to gather and process data. As competition is heating up among them, the data they’ll be able to get will continue to increase in tactical and strategical value. As a corollary, they are increasingly inclined to keep such data close to the vest.
The latest example came up with the April 8th launch of Apple’s iAd initiative for the iPhone platform. As Steve Jobs delicately puts it, mobile ads “suck”, his own words for what we’ve been saying all along in the Monday Note (see The future of content navigation). Digital ads suffers from an inherent flaw: they are designed to take the viewer away from the content (again: see Jobs’ keynote speech for details, go directly to the 44 minutes mark to watch the ad chapter). Hence the solution envisioned by the Cupertino boys: embedding the ad within the application – which, in the process, becomes the commercial Trojan Horse of mobile computing. Next step: connecting the ad to a transaction system that will collect a 40% commission fee.
The data? Apple keeps them. Publisher, consider yourself lucky, you get the money and a set of basic numbers. As pointed out by Peter Kafka in The Wall Street Journal’s blog All Things D, contractually speaking, the terms are unambiguous.
Section 3.3.9 of the developer agreement, stipulates:
“Notwithstanding anything else in this Agreement, Device Data may not be provided or disclosed to a third party without Apple’s prior written consent. Accordingly, the use of third party software in Your Application to collect and send Device Data to a third party for processing or analysis is expressly prohibited.” More