Good morning marketers, have you heard of Kubernetes?
Kubernetes (sometimes called K8) is an open-source container system for managing and scaling business applications. Fun stuff, right? With a name like Kubernetes, it’s a system that sounds complex on the outside. But for big marketing ops teams, it can be fun – if you define fun as more time spent doing the work you care about rather than sifting through your tech stack to find a report. The open-source orchestration software allows technology teams to deploy and manage the microservices that make up a business’ technology stack. It allows for portability and scalability when implementing applications across on-premise or cloud environments. It takes less time to manage, decreases downtime, reduces IT costs and improves “time to market” speed. We’ve broken down the benefits for Kubernetes for marketers here.
The web cookie is one foot out the door, but location data could help fill in the gaps in the meantime. As CCPA, ITP and the forthcoming cookiepocalypse threaten the availability of third-party data for targeting and attribution, mobile-location tracking is climbing higher on the list of marketing priorities. But privacy controls and iPhone location alerts are starting to impact the availability of high-quality location data and marketers will need to adhere to data opt-in best practices to keep up.
Interestingly, a new survey by contextual marketing platform Herow found that the public was fairly equally divided into thirds when it comes to sharing location. One third always accepts app location requests, another third always denies them, and the final third say it depends. The survey offers a guide for publishers looking to gain user trust and access to location. Users were more likely to share location-based on several factors, including whether or not the app provides a clear and easy way to control how data is used. Herow says that mobile apps “should aim to reach a 66% location opt-in rate.” Half of that segment will be “more or less assured,” while the other 33% – the “it depends” crowd – will need to be convinced.
Keep scrolling for more news, including an update on TikTok’s latest feature and Twitter’s revamped Flight School platform.
Taylor Peterson,
Deputy Editor
