New Twitter Ads Shift to Suit the Weather

A new partnership between Twitter and the Weather Channel will customize target ads based on users' locations and the current weather.

What's the Latest?


Twitter and the Weather Channel have partnered in an effort to weatherize the former's advertising. No, that doesn't mean ads are becoming more energy efficient (or saving you money on your heating bill), but rather more weather-conscious, as Twitter will now be able to customize the ads you see based on the conditions outside. If you've ever felt violated by advertisers' awareness of your current location, just wait until they know you're caught in the rain without an umbrella: From Marketplace:

By letting advertisers know a customer is shivering or sweating, to help the company target its products.

“Sixty degrees might be cold in Miami, which means that you want hot coffee," says Curt Hecht, the global chief revenue officer at The Weather Channel. “Sixty degrees in Chicago means I’m getting an iced coffee, right?”

What's the Big Idea?

Marketplace asked Oded Netzer, a marketing professor at Columbia Business School, about weather-conscious advertising. Netzer told them that ad services are now trying to take advantage of the known correlation between weather and consumption:

“If previously we used to think more about different advertising for different people, now we’re starting to think different advertising for the same people at different states of their environment -- in this case weather."

It remains to be seen if moving to a wet climate triggers an automatic increase in piña coladas ads.

Read more at Marketplace.org

Photo credit: egd / Shutterstock

Drill, Baby, Drill: What will we look for when we mine on Mars?

It's unlikely that there's anything on the planet that is worth the cost of shipping it back

Surprising Science
  • In the second season of National Geographic Channel's MARS (premiering tonight, 11/12/18,) privatized miners on the red planet clash with a colony of international scientists
  • Privatized mining on both Mars and the Moon is likely to occur in the next century
  • The cost of returning mined materials from Space to the Earth will probably be too high to create a self-sustaining industry, but the resources may have other uses at their origin points

Want to go to Mars? It will cost you. In 2016, SpaceX founder Elon Musk estimated that manned missions to the planet may cost approximately $10 billion per person. As with any expensive endeavor, it is inevitable that sufficient returns on investment will be needed in order to sustain human presence on Mars. So, what's underneath all that red dust?

Mining Technology reported in 2017 that "there are areas [on Mars], especially large igneous provinces, volcanoes and impact craters that hold significant potential for nickel, copper, iron, titanium, platinum group elements and more."

Were a SpaceX-like company to establish a commercial mining presence on the planet, digging up these materials will be sure to provoke a fraught debate over environmental preservation in space, Martian land rights, and the slew of microbial unknowns which Martian soil may bring.

In National Geographic Channel's genre-bending narrative-docuseries, MARS, (the second season premieres tonight, November 12th, 9 pm ET / 8 pm CT) this dynamic is explored as astronauts from an international scientific coalition go head-to-head with industrial miners looking to exploit the planet's resources.

Given the rate of consumption of minerals on Earth, there is plenty of reason to believe that there will be demand for such an operation.

"Almost all of the easily mined gold, silver, copper, tin, zinc, antimony, and phosphorus we can mine on Earth may be gone within one hundred years" writes Stephen Petranek, author of How We'll Live on Mars, which Nat Geo's MARS is based on. That grim scenario will require either a massive rethinking of how we consume metals on earth, or supplementation from another source.

Elon Musk, founder of SpaceX, told Petranek that it's unlikely that even if all of Earth's metals were exhausted, it is unlikely that Martian materials could become an economically feasible supplement due to the high cost of fuel required to return the materials to Earth. "Anything transported with atoms would have to be incredibly valuable on a weight basis."

Actually, we've already done some of this kind of resource extraction. During NASA's Apollo missions to the Moon, astronauts used simple steel tools to collect about 842 pounds of moon rocks over six missions. Due to the high cost of those missions, the Moon rocks are now highly valuable on Earth.


Moon rock on display at US Space and Rocket Center, Huntsville, AL (Big Think/Matt Carlstrom)

In 1973, NASA valuated moon rocks at $50,800 per gram –– or over $300,000 today when adjusted for inflation. That figure doesn't reflect the value of the natural resources within the rock, but rather the cost of their extraction.

Assuming that Martian mining would be done with the purpose of bringing materials back to Earth, the cost of any materials mined from Mars would need to include both the cost of the extraction and the value of the materials themselves. Factoring in the price of fuel and the difficulties of returning a Martian lander to Earth, this figure may be entirely cost prohibitive.

What seems more likely, says Musk, is for the Martian resources to stay on the Red Planet to be used for construction and manufacturing within manned colonies, or to be used to support further mining missions of the mineral-rich asteroid belt between Mars and Jupiter.

At the very least, mining on Mars has already produced great entertainment value on Earth: tune into Season 2 of MARS on National Geographic Channel.

Harvard scientists suggest 'Oumuamua is an alien device

It's an asteroid, it's a comet, it's actually a spacecraft?

(ESO/M. Kornmesser)
Surprising Science
  • 'Oumuamua is an oddly shaped, puzzling celestial object because it doesn't act like anything naturally occurring.
  • The issue? The unexpected way it accelerated near the Sun. Is this our first sign of extraterrestrials?
  • It's pronounced: oh MOO-uh MOO-uh.
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Study: The effects of online trolling on authors, publications

A study started out trying to see the effect of sexist attacks on women authors, but it found something deeper.

Maxpixel
Surprising Science
  • It's well known that abusive comments online happen to women more than men
  • Such comments caused a "significant effect for the abusive comment on author credibility and intention to seek news from the author and outlet in the future"
  • Some news organizations already heavily moderate or even ban comments entirely; this should underscore that effort
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