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# Tech in the X-Fire,  E-Commerce Stabilizes, Location in the B.G.
- URL: https://www.nearmedia.co/tech-in-the-x-fire-e-commerce-stabilizes-location-data-leaking/
- Published: 2022-02-28T20:36:14.000Z
- Updated: 2022-02-28T22:59:33.000Z
- Author: Greg Sterling
- Tags: News

### Ukraine: Tech in the Crossfire 

A major front in the war for Ukraine is online. Tech companies, especially social media, are being forced to choose sides. All the major US tech companies are [being pressured](https://www.washingtonpost.com/technology/2022/02/26/apple-youtube-ukraine-russia-pressure/?ref=nearmedia.co) by both [the Russians](https://www.reuters.com/world/europe/russia-demands-google-restore-access-its-media-youtube-channels-ukraine-2022-02-27/?ref=nearmedia.co) and the US and Europe to respond. For example, Facebook and Google/YouTube are blocking Russian media from running ads; Twitter has stopped ads in Russia and Ukraine. Facebook [blocked](https://about.fb.com/news/2022/02/metas-ongoing-efforts-regarding-russias-invasion-of-ukraine/?ref=nearmedia.co) Russian media in Ukraine to [prevent disinformation](https://www.nbcnews.com/tech/internet/facebook-twitter-remove-disinformation-accounts-targeting-ukrainians-rcna17880?ref=nearmedia.co). It also refused to stop fact-checking Russian state media. Russia [accused](https://www.npr.org/2022/02/26/1083291122/russia-ukraine-facebook-google-youtube-twitter?ref=nearmedia.co) Facebook of censorship, even as it ratchets up [its own censorship](https://www.nytimes.com/2022/02/26/technology/russia-censorship-tech.html?ref=nearmedia.co). Russian search engine Yandex [placed a banner](https://www.reuters.com/technology/yandex-warns-russian-users-unreliable-information-online-after-moscow-threatens-2022-02-25/?ref=nearmedia.co) on its home page warning users about unreliable news. And smaller tech companies with employees in Ukraine [are scrambling to compensate or evacuate](https://techcrunch.com/2022/02/24/russia-ukraine/?ref=nearmedia.co). 

![](https://storage.ghost.io/c/03/80/0380d96d-ef7e-450e-96b3-2963e18aaab5/content/images/2022/02/max-kukurudziak-qbc3Zmxw0G8-unsplash.jpg)

Source: [Max Kukurudziak](https://unsplash.com/@maxkuk?utm%5Fsource=unsplash&utm%5Fmedium=referral&utm%5Fcontent=creditCopyText)/[Unsplash](https://unsplash.com/s/photos/ukraine?utm%5Fsource=unsplash&utm%5Fmedium=referral&utm%5Fcontent=creditCopyText)

**Our take:** 

- [Hacking](https://www.theguardian.com/world/2022/feb/27/anonymous-the-hacker-collective-that-has-declared-cyberwar-on-russia??ref=nearmedia.co), [disinformation](https://netblocks.org/reports/twitter-and-facebook-restricted-in-russia-amid-conflict-with-ukraine-JBZrogB6?ref=nearmedia.co) and [cyberattacks](https://thenextweb.com/news/ukraine-russia-cyberattacks-misinformation-telegram-analysis?ref=nearmedia.co) are widespread. This is arguably the first conflict with all-out cyberwar. Welcome to the future.
- The largest tech companies are walking a tightrope, trying to maintain some version of independence. But that's not really possible now.
- Facebook has an opportunity to rehabilitate itself if it continues battling disinformation. Right now it's doing somewhat better than its peers.

### E-Commerce Falls Back to Earth

Hyperbolic statements such as "We've had a decade of digital transformation in three months" (McKinsey) were common during the height of COVID. It then appeared that in-store shopping might become a minority use case as online buying surged. And while there has been dramatic digital acceleration, e-commerce has now fallen back to earth. Online shopping [grew](https://www.digitalcommerce360.com/article/us-ecommerce-sales/??ref=nearmedia.co) by 32% in 2020; in 2021 (as stores reopened) it fell to just over 14% – still healthy but in line with pre-pandemic norms. E-commerce in the US comprises 19.1% of total retail ([booster definition](https://www.digitalcommerce360.com/article/us-ecommerce-sales/??ref=nearmedia.co)) or 12.9% ([US gov't](https://www.census.gov/retail/mrts/www/data/pdf/ec%5Fcurrent.pdf?ref=nearmedia.co)). A \~2K person survey (multiple countries) from Morning Consult [presents](https://go.morningconsult.com/2022-OC-PG6811A1-q1-state-of-retail-e-commerce-report-download.html?ref=nearmedia.co) a nuanced and complex picture of current consumer behavior, which often varies by vertical. Overall, however, consumers still prefer in-store shopping to online – also true of Gen Z. 

![](https://storage.ghost.io/c/03/80/0380d96d-ef7e-450e-96b3-2963e18aaab5/content/images/2022/02/Screen-Shot-2022-02-28-at-11.06.39-AM.png)

Source: Morning Consult (2022)

**Our take:** 

- Big caveat: E-commerce wins for convenience, efficiency, price and selection. And some cultures (e.g., China) prefer online shopping.
- Amazon [accounts for](https://www.digitalcommerce360.com/article/us-ecommerce-sales/??ref=nearmedia.co) nearly 44% of e-commerce in the US. And it has [an iron grip](https://www.nearmedia.co/92-of-smbs-lack-marketing-budgets-phone-dying-as-sales-tool-amazons-lock-on-e-comm/) on its most loyal customers.
- Retailers must understand and cater to hybrid shoppers, equally willing to buy offline or online. They must also improve store experiences.

### Location Data Flowing Without Consent 

Location data is really valuable – worth billions to marketers and brands. Back in 2012 I started proselytizing about its value as a source of insights into consumer behavior. Since that time the privacy landscape has radically changed. The evidence shows that only [a minority of consumers](https://www.nearmedia.co/idfa-opt-ins-mobile-payments-killing-cash-cpsc-sues-amazon/) consent to tracking and most [want control](https://www.pewresearch.org/internet/2019/11/15/americans-and-privacy-concerned-confused-and-feeling-lack-of-control-over-their-personal-information/?ref=nearmedia.co) over their personal data. In the face of [scandals](https://www.cpomagazine.com/data-privacy/google-taken-to-court-by-washington-dc-three-states-over-deceptive-location-tracking-practice/?ref=nearmedia.co), Google has followed Apple's lead and moved to offer greater user control over location data. A new report from [The Markup](https://themarkup.org/ask-the-markup/2022/02/24/who-is-policing-the-location-data-industry?ref=nearmedia.co), however, finds that despite permission rules and crackdowns location data keeps flowing to data brokers without clear user consent. "If the app developer has an agreement with a location data broker, they can supply user data directly through 'server-to-server' transfers." The platforms have difficulty catching this (vs. an SDK), let alone policing it. 

![](https://storage.ghost.io/c/03/80/0380d96d-ef7e-450e-96b3-2963e18aaab5/content/images/2022/02/pathum-danthanarayana-t8TOMKe6xZU-unsplash.jpg)

Source: [Pathum Danthanarayana](https://unsplash.com/@pathum%5Fdanthanarayana?utm%5Fsource=unsplash&utm%5Fmedium=referral&utm%5Fcontent=creditCopyText)/[Unsplash](https://unsplash.com/s/photos/google-maps-on-a-phone?utm%5Fsource=unsplash&utm%5Fmedium=referral&utm%5Fcontent=creditCopyText)

**Our take:** 

- The Markup explains in much more detail about the challenges of platform enforcement, with direct server to server transfers (vs. SDKs).
- Location data privacy will get worse before it gets better; [5G](https://telecoms.com/opinion/how-5g-supports-a-new-era-of-location-technology/?ref=nearmedia.co) will make location more precise. There's also [law enforcement abuse](https://appleinsider.com/articles/22/02/25/surveillance-firm-says-apple-is-phenomenal-for-law-enforcement?ref=nearmedia.co).
- What's required are new laws with teeth, which mandate the disclosure of data-transfers (a la GDPR) and require opt-in consent*.*

## Recent Analysis

- **Near Memo episode 53:** [Yelp Elites bribery, Core Web Vitals: no impact on local rankings (so far), Google SEO training and whether Google will be in the same position 10 years from now](https://www.nearmedia.co/ep-53/).
- **ICYMI: Google Automates SMB Emails to Congress to Plead Antitrust Case**, [by Mike Blumenthal](https://www.nearmedia.co/google-automates-smb-emails-to-congress-to-plead-googles-case/).

## Short Takes

- **Google Map in Local Pack** [becomes interactive](https://searchengineland.com/google-search-local-packs-map-is-now-interactive-381279?ref=nearmedia.co).
- **Google Maps spam reporting**: [60% success rate](https://www.localvisibilitysystem.com/2022/02/28/google-maps-spam-reporting-system-the-toilet-that-flushes-60-of-the-time-on-a-good-day/?ref=nearmedia.co).
- Russian consulates [become "pubic bathrooms](https://twitter.com/waltermasterson/status/1498040644287320076?ref=nearmedia.co)" on **Google Maps**.
- Using keywords [to optimize](https://www.brightlocal.com/learn/how-to-use-keywords-in-google-business-profile/?ref=nearmedia.co) **Google Business Profile**.
- **Facebook** losing teens but [user base trending Gen Z](https://www.emarketer.com/content/facebook-teen-problem?ref=nearmedia.co).
- CX: **Gen Z** [harder to please](https://www.marketingcharts.com/customer-centric/customer-satisfaction-224923??ref=nearmedia.co) than older consumers.
- Glimpse Chrome [extension](https://chrome.google.com/webstore/detail/glimpse-%E2%80%93-google-trends-s/ocmojhiloccgbpjnkeiooioedaklapap/related?ref=nearmedia.co) offers more insight into **Google Trends data**.
- To attract drivers, **Uber algorithm** [shows pay](https://www.reuters.com/business/autos-transportation/exclusive-uber-revamps-driver-pay-algorithm-large-us-pilot-attract-drivers-2022-02-26/??ref=nearmedia.co) before ride accepted.
- **TikTok**: max video length going [from 3 to 10-minutes](https://variety.com/2022/digital/news/tiktok-maximum-video-length-10-minutes-1235191773/?ref=nearmedia.co).
- Selected **Super Bowl ads** have [positive impact](https://www.linkedin.com/pulse/super-bowl-battle-snacks-frito-lay-vs-pringles-michael-sprague/?ref=nearmedia.co) on brand sentiment.
- One size doesn't fit: brand authenticity on **social media** is [getting harder](https://digiday.com/marketing/its-not-a-peanut-butter-spread-approach-how-advertisers-are-adapting-to-a-more-nuanced-social-landscape/??ref=nearmedia.co).
- **Snap** **Map** [new features](https://www.localogy.com/snap-continues-its-mapping-location-conquest/?ref=nearmedia.co): events (via Ticketmaster), live location sharing.
- Shorts, live shopping, new monetization: **YouTube's** [product roadmap](https://blog.youtube/inside-youtube/innovations-for-2022-at-youtube/?ref=nearmedia.co)**.**
- Dumped, diverted or destroyed: [the story of](https://restofworld.org/2022/shein-online-shopping-returns-what-happens/?ref=nearmedia.co) **e-commerce returns**.
- POV: **Amazon's** $31B ads business [really a "payola racket](https://pluralistic.net/2022/02/27/not-an-ad/?ref=nearmedia.co#shakedowns)."
- **Apple iCloud** a "phenomenal" source of [data for law enforcement](https://appleinsider.com/articles/22/02/25/surveillance-firm-says-apple-is-phenomenal-for-law-enforcement?ref=nearmedia.co).

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