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Overlooking The Obvious: It's All About Intent

There's a great BusinessInsider article about how Facebook has recently begun focusing heavily on retargeted ads.  The crux of the story is this:  The holy grail in advertising is knowing a user's "intent," because if you know what they intend to do, you can influence their behavior through advertising.  Facebook has been working for years to discern "intent" via a complex formula that creates a social graph for each user, with big data mining algorithms that seek to divine what a user will be interested in based on that graph, so ads can be targeted in real-time to those users.  

And instead, what's proving best at monetizing off "intent" is good, old-fashioned ad retargeting, which Facebook has recently started doing.

What struck me is that for the first time in years, a Facebook ad recently caught my eye.  And it was a retargeted ad.  

I Rented a Tesla Model S for $25/hr From Getaround. This Was My Experience.

Getaround is a car sharing service like Zipcar, except that it uses people's private vehicles instead of a fleet.  It's a bit like AirBnB for cars.  Getaround is part of the "collaborative consumption" movement, which believes that if we could share things we don't use most of the time it would be better for us in a lot of ways.  Sharing cars means less cars on the road, which means less pollution, and generally less "stuff."  

I'd never used Getaround and a few weeks ago I was trying to figure out why.  I pinged Jessica, one of the founders, and told her that what I'd realized was that I didn't want to have to go to someone's house and "borrow" their car.  The thought of actually interacting with the owner of a car was awkward enough that it had kept me from trying the service.

Jessica told me about a new type of rental they now have called "Instant," where I can use the Getaround mobile app to rent a car instantly and unlock it with my phone, meaning I wouldn't have to meet the owner or wait for approval.  (This dovetails really well into my recent blogs about the power of mobile and apps to transform businesses, and how Fortune 1000 CEOs are going to get fired for missing it.)  Getaround Instant was exactly what I was looking for, so my brother-in-law Dal and I decided to give it a try.

I had a few hiccups that Getaround is still working through (for example, Getaround verifies a driver's driving history with the DMV in real-time, and since my last name has a hyphen in it, but the DMV doesn't account for hyphens, my rental request initially broke Getaround's booking system.  But both Jessica and Matt were very proactive at resolving these speed bumps).  Overall the process was incredibly smooth: