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Ⓖ On Topics - How and Why - Issue #18

Laura Bokobza
Laura Bokobza
👩🏻‍💻 I am Laura Bokobza. You’re receiving this email because you signed up to How and Why, a weekly curation newsletter (1 email a week, every Monday at 7:30am (CET), to make sense of the marketing, tech, and innovation news from the prior week, just before going into the next one.). Thank you !
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Hello !
🐦 Last week on Twitter : the consolidation of Quick Commerce, the development of new formats on Substack, the bad treatments of Amazon‘s delivery staff, what Wordle’s virality can teach us, the surprising choice of sponsoring for TikTok, and a new way to make employees come back to the office.
🧐 TL;DR
  • FLoC is dead, long live Topics
  • Web3 and metaverse… again
  • How about men shut up ?
  • 100 trends in 223 pages
🤵‍♀️ And of course the lady of the week.
Don’t hesitate to reply to this email and let me know what you liked or didn’t like, it’s always and still a work-in-progress !
The big one
🎯 I hadn’t dived into FLoC since last April and the announcement of Google’s development. Good thing I didn’t dwell on it too much, FLoC is already dead, without further ado, killed at the hand of Google who says they heard the concerns of users, advertisers and lawmakers
📣 So this week, Google announced Topics. Where FLoC sorted individuals into similar cohorts, Topics determines for each individual 5 relevant interests per week (from a list of 350) from their browsing data, and stores them on the device for 3 weeks. Only upon an API call are 3 of these 15 stored topics (1 per week) sent to the server for display of relevant ads.
☢️ Google continues to try to reassure users (and no doubt lawmakers with them) by also announcing the development of interfaces so that everyone can go and consult the Topics stored on their browser and delete, or even disable some of them completely. In addition, the list excludes from the outset sensitive topics such as sexual orientation or race, according to the firm.
📆 I can’t help but think that the timing of the announcement is carefully chosen, right in the middle of the Jedi Blue case and while laws are under review at the US parliament as well as the European commission
Food for thought
Three things web3 should fix in 2022
What is Metaverse
😳 Amazon and cannabis
Digital data
Token of appreciation
🎁 A completely unnecessary but absolutely essential thing from the depths of the Internet.
Are men talking too much?
If you like this newsletter, forward it to 3 friends ? Pretty please ?
Beehive
❄️ Seasonal
💪 Best Practices
💰 Business
📊 Trends
📚 History
🛠 Resources
  • ✂️ I’ve just discovered Grain, a very practical tool to edit Zoom videos and only share the most important moments. And freemium to top it all !
  • 📨 Really Good Emails is both an inspiring email library and a tool to store competitors’ and other emails you like.
Ladyboss
Every week, a woman whose Twitter antics makes my TL better, funnier, sunnier…
Melanie is a best-selling author and content marketer extraordinaire. She gives content ideas every Friday, and has a funny and educational TL in between.
Melanie Deziel
Did you like this issue ? Help me improve !
#FeedBackIsAGift
Who am I ?
Sparring partner, business coach, part-time COO or CMO… What I do has been called many names, but I have one goal : to help you accelerate, structure, or transform your business ! Oh, and I’m a Board member.
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Why "How and Why" ?
Keeping abreast of everything that is published today is exhausting. There is too much to read, and as we’re too scared to not read (FOMI, anyone ?), we spend a lot of our waking - and sometimes not working - hours trying to stay afloat.
As I do it anyway (both out of need for my clients and out of sheer curiosity for, well, everything), why not share with you what I’ve thought useful ? On top of my posts on Twitter and LinkedIn, I’ll share with you every week what has inspired me, surprised me, what I found insightful, or sometimes just funny.
Curator is the new creator. I didn’t come up with that, Marie did, and I have utter faith in her trendspotting.
Want the French version ? Right here.
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Laura Bokobza
Laura Bokobza @lbokobza

Used to be 1 email a week, every Monday at 7:30am (CET), to make sense of the marketing, tech, and innovation news from the prior week, just before going into the next one.

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