Friday Signal: When Being A Verb Does Not Mean You Win

Tivo, a brand relegated to irrelevance?

In today’s Signal: How to keep your brand from going “boom, splat”; the data you’re giving away online is worth something; Twitter — a campaign fundraiser’s best friend; the answer to successful RTB might be in a willingness to compromise; “These patent wars are death”; the European digital chief  is fed up with the DNT standardization process; and more.

To the links…

The Tale Of TiVo And Why Great Brands Fall From Grace (FastCompany) Bruce Levinson, VP of brand strategy at the New York office of Anthem Worldwide, offers three important lessons on how great brands can avoid marketing oblivion.

How Much Do Google and Facebook Profit From Your Data? (arstechnica) Privacyfix, a brand new privacy add-on for Firefox and Chrome, attempts to figure out how much all that data you’re giving away is worth. The add-on also alerts you to the websites you visit which feed data back to Facebook and Google, provides a checklist for FB privacy settings, and gives you a heads-up on things you should be doing, such as deleting FB apps you no longer use so that they stop gathering data.

Twitter: We Drive Donations to Political Campaigns (The Hill) Any politician who is running for office this election season and not on Twitter needs a new campaign manager. A recent study commissioned by Twitter through Compete reveals that the average Twitter user is 68 percent more likely to visit a campaign donation page than the average Internet user.

Why Publishers Still Aren’t Crazy About RTB (Digiday) For real-time bidding to be completely successful, it must overcome doubts about quality — doubts that will only go away when premium publishers see exchange-driven buys as good for their business. The fix, according to Digiday, probably lies in compromise.

Eric Schmidt: Android-Apple Is the Defining Fight in the Industry Today (ATD) Google Chairman Eric Schmidt sat down for an interview with ATD’s Walt Mossberg and Kara Swisher last night. One topic they discussed is the fight between Google and Apple over mobile devices. “These patent wars are death,” Schmidt said, noting that software is always overlapping, and that there are an estimated 200,000 patents covering the software industry. He added that the impact from the patent disputes is terrible for small companies that can’t afford to protect their technologies. “I think this is ultimately bad, bad for innovation. It eliminates choices.”

Senator Opens Investigation of Data Brokers (NYT) Concerned that “an unprecedented amount” of personal information about people could be collected, mined and sold to the potential detriment of consumers, Sen. John D. Rockefeller IV (D — West Virginia), chairman of the Senate Committee on Commerce, Science and Transportation, has opened an investigation into nine leading information brokers.

Wall Street Journal Launches Invite-Only Ad Exchange (TNM) The Journal’s WSJ AUDEX will be an invitation-only exchange that will offer real-time bidding for its sites WSJ.com, MarketWatch.com, Barrons.com and SmartMoney.com.

EU Digital Chief Attacks Do Not Track ‘Watering Down’ (ZDNet) In a speech on Thursday at the Centre for European Policy Studies, European digital chief Neelie Kroes appeared fed up with the Do Not Track standardization process. “The DNT standard must be rich and meaningful enough to make a difference when it comes to protecting people’s privacy,” she said. “It should build on the principle of informed consent, giving people control over their information. … I am not naïve. The way the discussion is going right now shows that the DNT standard, on its own, will not guarantee satisfying legal cookie requirements.”

Instapaper Creator Marco Arment Launches The Magazine, A Different Kind of Periodical for Apple’s Newsstand (TNW) The level of thought that went into the content, design and navigation of Arment’s The Magazine, which will be published every two weeks, has impressed the folks at TNW. “There is very little to complain about here.”

Quartz Editor ‘Really Confident’ in Ad-Funded Model (MediaWeek) Media Week talks to Kevin Delaney,  editor-in-chief of Quartz, a free online-only global business publication that emerged out of Atlantic Media, about the title’s ambitions and ad offering.

Audience and Context: Can Publishers Have Both? (Digiday) Publishers know that many advertisers are enthusiastic about programmatic ad buying, particularly when they can target specific audiences and leave the rest. But, according to Brian Morrissey, they also know that this type of buying “often leads to lower overall CPMs as the wheat is separated from the chaff.”

The Technology Behind the Red Bull Stratos Stunt Dive (Technology Review) The widely-anticipated (and ultimately delayed)  record-setting 120,000-foot jump by daredevil Felix Baumgartner to promote Red Bull Stratos will have some pretty impressive tech behind it.

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