Comment on Advertisers seize on images shared via social media

Advertisers seize on images shared via social media

Software that scans millions of photos on social media flagged the image, operating on the principle it might hold value for Jack Daniel's or its competitors. Fernandez had no idea that Ditto Labs, based in Massachusetts, scanned her photo - the company does not inform social media users of its actions. Ditto says it abides by social networks' terms of service, and insists its software is less invasive than search-based ads, which track users' e-mail messages and web-browsing habits. The company says its findings help brands understand how people use products, whether it's the surprising number of people who put Chobani yogurt in the cup-holders of cars, or the fact that some people top broccoli with French's mustard. For advertisers, the social media posts that include those photos are more valuable than those with just text because pictures reveal how consumers act "in the wild." Ditto Labs has what's called a "firehose partnership" with Tumblr, an industry term that generally guarantees access to all publicly available user content. Ditto and its rivals insist consumers will benefit from their photos being shared with brands - they argue the service will someday result in more relevant advertisements, and perhaps improved products -- say a yogurt container that perfectly fits in a car's cupholder.

 

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