Yahoo buying Tumblr? It's just the start

The data turf war.

When a small impactful start-up is acquired by a sizeable market player, the inevitable questions of why and what for ensue. Yahoo did this on Monday when it announced the acquisition of Tumblr, for a staggering $1.1bn. The microblogging site, whilst a keen media player, has only posted revenues of $13m. So with motivations unlikely to be financial, this leaves us to look at Tumblr’s other key asset: Customers - which = DATA.

Data has quickly become the currency of the internet and the marriage of both social and interest data is a very powerful commodity. Being able to merge and stitch together data is something all organisations are increasingly looking for, as it brings genuine insight into audiences and their respective preferences. This level of understanding enables brands to market in a much more relevant and scaled fashion, something that can bring about an entire change in the marketing department's  relationship to both their internal and external customer. So, in Yahoo's case, its recent focus on becoming a lifestyle business must be data driven and it’s this insight that they stand to gain through Tumblr.

Whilst this is a clear turning point in the direction of Yahoo’s business strategy, the wider impact is much more interesting with the acknowledgement that data, and the insight it generates, can transform organisations. It’s not the first time that this data land-grab has occurred. Let us not forget when Facebook bought Instagram for a cool billion dollars, with only 13 employees, Google acquired Wildfire, and Salesforce are integrating Buddymedia; the motivation was the same - access to data to effectively target consumers based on their interests, eliminating the need for clusterbomb marketing.

Monetising and creating the system to mine data for insight, is the direction in which marketing and media is headed. Today, online media has become a commodity and the data held on it is now the currency to trade. This is a powerful position for social currency traders and platform enablers, as they can unlock the potential held within brands. So applying a revenue model that intelligently connects content and the consumer, with a brand they want to be engaged with, at their convenience, is an impactful entity and one that large media players are moving towards.

Where the internet of old had more of a database function, the passage of time has shown that it is maturing into a playground where data can be readily shared and responded too. Gone are the days when content was consumed in a silo. Now it’s shared, openly and discussed at length with any numbers of audiences, globally. These conversations, coupled with a more connected approach to life and advances in technology have created a consumer shift, so powerful that brands need to realign their business thinking. Data means knowledge and that, complemented with a dynamic brand proposition can be transformational.

It will be interesting to see how Yahoo works with Tumblr to reposition itself over the coming months. Clearly Tumblr’s power lies within the insight it can provide and if this data is used wisely, we could see Yahoo returning to 'darling' status once more. Don't be swayed by city commentators reflecting on the tech sector massacre in 2000, because the real success story here is not, as you might expect, the start-ups getting acquired or even the big players realising they need more than scale and brand loyalty to succeed; it’s arguably the wider tech industry. Where once software ruled; industry is now moving towards a more customer centric view of the world, using data to intelligently understand audiences and their needs in a super-fast, connected planet. This programmatic shift is one that is arguably more impactful and will drive business to the next level.

Rupert Staines is European Managing Director at RadiumOne

Marissa Mayer. Photograph: Getty Images

Rupert Staines is European Managing Director at RadiumOne

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Keep the Burkini, ban the beach

Beaches are dreadful places. Maybe it would just be easier to ban them.

To hell with political correctness, I'm just going to say it. I think women who wear burkinis to the beach are silly. I also, for that matter, think women who wear bikinis to the beach are silly. Not because of what they're wearing – women, quite obviously, should be able to wear whatever the hell they want without interference from eyebrow-furrowing douchecanoes and neighborhood bigots whose opinions are neither relevant nor requested. No, my problem is with the beach. 

Beaches are dreadful places. I question the judgement of anyone who chooses to go, of their own free will, to a strip of boiling sand that gets in all your squishy bits, just to lie down. I associate beaches with skin cancer and sunstroke and stickiness and sharks. As a neurotic, anxious goth who struggles with the entire concept of organised fun, even the idea of the beach distresses me. I won't go and you can't make me. Especially given that if I did go, whatever I chose to wear, some fragile man somewhere whose entire identity depends on controlling how the women around him behave would probably get outraged and frightened and try to ban me.

Men love to have opinions on what women should wear on their holidays. Nipples are not to be tolerated, and burkinis are now an invitation to Islamophobia, so I can only imagine how my grumpy summer goth robes would go down. The annual summer storm over women's beach attire has a xenophobic twist this year after burkinis – the swimsuit alternative for women who want to conform to a “modest” Islamic dress code – were banned on many beaches in France (although one specific one, in the town of Villeneuve-Loubet, has been overturned by a test ruling in the country’s highest court).

Not to be outdone, Nicholas Sarkozy has promised to institute nationwide legislation against the “provocative” garment if he's re-elected as president, jumping gleefully on the bandwagon brought to global attention by race riots in Corsica. Photos have emerged of Nice police officers apparently forcing a sunbathing Muslim woman to strip down and issuing her with a penalty slip. I can only imagine what that poor woman must have felt as the state swooped down on her swimsuit, but hey, Sarkozy says that public humiliation of Muslim women is a vital part of French values, and women's symbolic experience is always more important than our actual, lived experience. There are many words for this sort of bullying, but Liberty does not come into it, and nor does Equality. Fraternity, of course, is doing just fine.

Whatever women wear, it's always provocative to someone, and it's always our fault – particularly if we're also seen to be shamelessly enjoying ourselves without prior permission from the patriarchy and the state. If we wear too little, that's a provocation, and we deserve to be raped or assaulted. If we wear too much, that's a provocation, and we deserve racist abuse and police harassment. If we walk too tall, speak to loud or venture down the wrong street at night, whatever we're wearing, that's a provocation and we deserve whatever we get. The point of all this is control – the policing of women's bodies in public, sometimes figuratively, and sometimes literally. It's never about women's choices – it's about how women's choices make men feel, and men's feelings are routinely placed before women's freedom, even the simple freedom to wear things that make us feel comfortable as we queue up for overpriced ice cream. It's not about banning the Burkinis, or banning the bikini. It's about stopping women from occupying public space, curtailing our freedom of expression, and letting us know that whoever we are, we are always watched, and we can never win.

If you ask me, the simplest thing would just be to ban the beach. I consider people on the beach a personal provocation. Yes, I grew up in a seaside town, but some of the beach people come from far away, and they aren't like me, and therefore I fear them. The very sight of them, laying around all damp and happy, is an active identity threat to me as an angry goth, and that means it must be personal. As far as I'm concerned the beach is for smoking joints in the dark in winter, snogging under the pier and swigging cheap cider from the two-litre bottle you've hidden up your jumper. That's all the beach is good for. Ban it, I say. 

I do, however, accept – albeit grudgingly – that other people have different experiences. Some people actually like the seaside. And given that I am neither a screaming overgrown toddler with affectless political ambitions nor a brittle, bellowing xenophobe convinced that anything that makes me uncomfortable ought to be illegal, I have learned to tolerate beach people. I may never understand them. That's ok. The beach isn't for me. Not everything has to be for me. That's what it means to live in a community with other human beings. As performative Islamophobia and popular misogyny bake on the blasted sand-flats of public discourse, more and and more conservatives are failing to get that memo. I'd suggest they calm down with an ice lolly and a go on the Ferris wheel – but maybe it'd be easier just to ban them. 

Laurie Penny is a contributing editor to the New Statesman. She is the author of five books, most recently Unspeakable Things.