Wysker Advantages of advertising in the data age
Hello friend this time I will discuss about Whisker, What is
wysker? Let me explain the full explanation, let's see.
- Advertising in the Data Age
Data is - and always has been - the currency of digital
advertising. But until now, users weren’t the ones treated as true
beneficiaries. Let’s rewind to the year 1994 when AT&T famously ran one of
the first banner ads ever on the freshly launched website of Wired Magazine:
In 1994, this was a revolution. You didn’t need targeting or
focus groups to launch a successful ad campaign, you just needed to be present
and visible. Today, the very same banner ad would drown in an ocean of digital
noise and go unnoticed by readers who have long been numb to most forms of
advertising.
The advertising industry’s initial response to falling
click-through-rates was more aggressive ads. Pop-ups, full-page interstitials,
and Flash soon made surfing the Web an experience not dissimilar to watching
daytime television. The ever escalating struggle for consumer attention finally
came to a preliminary end with the proliferation of ad-blockers.
This could very well have meant the collapse of digital
advertising, but browsing data came to the rescue. Rather than showing you more
or flashier ads, advertisers soon came to realize the value of context, intent,
and timing. On the most trivial level, you were soon more likely to see an ad
for baby diapers on a website dedicated to parenting than on a page about power
tools.
Consumers started to feel a “creep factor” when ad platforms began
tracking their behaviour across different websites. Soon you would see an ad
for health insurance on a page about urban gardening, because you had
previously done a web search for “why does my back hurt?”.
The average click-through-rate (that is the number of people
who click on an ad versus those who have seen it without clicking) for this
type of display ad is 0.06% [3]. That means it is 10 times more likely to be
clicked on than a banner ad [4]. If, by using highly personal behavioural data,
advertisers can bump their click-through-rate by just a fraction of a percent,
they could double their revenue potential.
What worries most consumers is the
lack of transparency of the whole process. What data is being collected and who
is it being shared with? Why do ads seem to anticipate important life events,
sometimes even before they happen? Ad platforms are amassing unbelievable
amounts of personal data in an arms race to outsmart the competition. The
billions of dollars being spent to push users the most relevant ads will in the
end only feed advertising fatigue and make users suspicious of those trying to
claim their attention.
When we set out to build wysker, we started from the
observation that “window shopping” really had no equivalent in the digital
world. This inspired the unique wysker user experience that relies on browsing
with a single button and presents products in a stunning full screen view.
Early testers enjoyed browsing various product categories at a rapid (or slow)
pace, but they also exhibited some interesting behaviours: whenever they liked
a product, they would unconsciously move the wysker button downwards to
decrease the speed (to look at items more closerly) or they would let go of it
completely (to dive into the specifications of a single product).
As we collected this behavioural data more systematically,
we found that we could use it to paint a very clear picture of a user’s
preferences and even their buying intent. After a 10 minute wysker session, we
knew that a tester was interested in red sneakers, liked products that were
somewhat sporty, had no interest in shoes from a certain brand and seemed to
have a price range that ended at the $60 mark. We could determine all that
because a) we had painstakingly tagged all of the products in our database with
attributes describing their appearance and style and b) we knew at all times
exactly what product the user was looking at. The latter is fundamentally
different from a web page where many items are displayed at once and what the
user is actually looking at often is a complete mystery.
The second major discovery we made was that we didn’t have
to make assumptions about a user’s intent. On the Web, you are just as likely
to be shopping for new sneakers as you are to be conducting research for a paper
about sea urchins. wysker is strictly a shopping app and so with every second
you use it, you build on your data profile and identify what you are interested
in buying.
The data wysker creates and tracks is valuable because it is
actionable. If a user shows an interest in red sneakers, the logical thing to
do is to present this user with a bunch of red sneakers to buy. This valuable
data is what advertisers are looking for. But who does this browsing data
belong to? At wysker, we believe that users can be put in a powerful position
to control this data.
Thank you for your attention, hopefully what I write can
help my friends and add insight about Wysker, for language and writing when there
is lack of apology, on the other hand I will discuss more about Wysker, so
much.
Eth: 0x5F53C937FD1cc13c75B12Db84F61cbE58A4a255e
More Information
Website: https://www.wystoken.org/
Reddit: https://www.reddit.com/r/wysker
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