Author: Patricio Robles

Patricio Robles

I am a tech reporter and have been writing about technology, digital marketing and startups at Econsultancy since January 2009.

Five things every company can learn from the Equifax data hack

Last week, it was revelead that Equifax, one of the three major credit bureaus in the United States, suffered a data breach that might be the "worst leak of personal information ever."

Through the breach, criminals obtained the full names, Social Security numbers, birth dates, addresses, and in some cases, driver license numbers, of 143 million Americans, creating a fraud and identity theft nightmare of epic proportions that will exist for years to come.

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Verizon wants customers to give up their data for targeted ads, and it's willing to pay

Thanks to acquisitions exceeding $100bn in recent years, the largest internet service providers (ISPs) in the US are set to become some of the most dominant digital ad players.

But while there has been significant concern that the Federal Communications Commission's (FCC) roll-back of consumer broadband privacy rules raises the possibility that ISPs could use their treasure troves of data without customers' permission, the largest ISP in the US appears to be taking a more cautious approach than it might legally have to when it comes to exploiting customer data.

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What's up with Facebook's estimated reach numbers?

In the past year, Facebook has been hit with a series of faux pas related to metrics, but one analyst has discovered what could be the most eye-popping of all.

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tv set

Fox plans more 6-second ad slots, as digital influences television

Digital advertising hit a huge milestone this year: in the US, the Interactive Advertising Bureau (IAB) says that digital ad spend surpassed television ad spend for the first time ever.

By most estimates, digital will overtake television on a global basis this year. As the balance of power shifts, the impact of digital is not only reflected in ad spend but in the way television ads are evolving.

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Amazon turns Twitch into an influencer sales platform

Amazon raised a few eyebrows when it announced it was purchasing the gaming-focused live streaming video service Twitch for nearly a billion dollars in 2014.

Why would an ecommerce giant want to own such a service and why would it, at the time, pay more cash for it than it had paid in any prior all-cash acquisition? 

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AR is on the brink of a breakout thanks to new platforms from Google & Apple

On Tuesday, Google announced ARCore, a new augmented reality (AR) development platform.

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mobile

The Google-Facebook duopoly extends to mobile apps: What can marketers do?

According to comScore's newly-published 2017 U.S. Mobile Apps Report, well over half (57%) of the time consumers spend using digital media now occurs in mobile apps.

But for marketers looking to use mobile apps to reach consumers, there's some not-so-good news: slightly more than half of smartphone users don't download any new apps in a given month, and of those who do, the highest percentage download just a single app.

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Force Friday

Star Wars uses AR experiential campaign to drive people in-store

In mid-December, the latest Star Wars movie, Star Wars: The Last Jedi, will make its theatrical debut.

The stakes are high for Disney, which purchased Star Wars creator Lucasfilm for more than $4bn in 2012. The movie industry, like so many others, is changing (or being disrupted if you prefer) and blockbuster hits are increasingly important to studios, even one as blessed as Disney with strong franchises.

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whole foods juice

On day one, Amazon starts to transform Whole Foods

Amazon's $13.7bn acquisition of Whole Foods, which was announced in June, just closed and on the first day under Amazon ownership, the ecommerce giant began putting its imprint on the upscale grocer.

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Is WPP the canary in the coal mine for the global ad business?

On Wednesday, the world's largest ad agency holding company, WPP, spooked investors by warning about a slowdown that it projects will result in dismal sales growth of 1% or less.

Shares of the firm plummeted the most in a single day since 2000 and are now down by more than 20% this year.

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With focus on delivering ROI, Facebook makes changes to paid post boosting

Late last year, IPG Mediabrands' Magna predicted that the global market for digital advertising would surpass $200bn and eclipse television ad spend.

But the still-growing digital ad pie is no longer a free-for-all. Thanks to concerns over brand safety, relevance, fraud and viewability, advertisers are becoming more careful about how and where they advertise and even the biggest ad platforms are taking note.

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Walmart signs ecommerce deal with Google to fight Amazon

In an effort to fight off Amazon, Walmart is making a bold move.

Yesterday, the world's largest retailer announced that it is teaming up with the world's largest search engine.

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