![]() “It’s a little deceptive to present this as the future of the open web versus Facebook, Google and others, because it’s mainly the big publishers that will have the ability and the right value proposition to get people to sign in, which will earn those publishers higher CPMs tied to identity resolution – and that’s great for them,” Loriot said. Jones-owned data agency fifty-five.Īlthough the purpose of UID 2.0 is to bring addressability to the open web in the absence of third-party cookies, the end result could actually be another walled garden, he said. Getting scale is a significant challenge, said Hugo Loriot, a partner at You & Mr. Without enough publishers and consumers on board, Unified ID 2.0 is a cool concept car without the gas to make it go. Regardless of Google’s opinion on the matter, however, the industry soldiers on, including The Trade Desk (which spearheaded Unified ID 2.0 as an open source industry initiative), the Partnership for Responsible Addressable Media (which is currently reviewing the UID 2.0 code ) and the IAB Tech Lab (which is in the mist of hammering out the Project Rearc principles that will underpin UID 2.0).īut there are other challenges facing Unified ID 2.0, putting aside Google’s rebuke and its prediction that email identifiers “aren’t a sustainable long-term investment” due to consumer expectations for privacy and the rapidly evolving regulatory environment.įor example, can the effort scale? What happens to small and medium-sized publishers that can’t convince their visitors to authenticate? Will the central body that eventually administers the ID have too much power? Will the increasing popularity of disposable burner emails and Apple’s “Sign in with Apple” option break UID 2.0’s identity backbone?Īnd, the biggie: Will enough consumers actually consent to their email being used as an ID for ad targeting and how do you get them to do it? (Google’s own first-party products and services are an entirely different story. RIP Newton.Google called the future of Unified ID 2.0 into question, without directly naming it, by clearly stating that it has no plans to support email-based identifiers or any mechanism that it views as mirroring the functionality of cookies.įor Google, it’s Privacy Sandbox or bust, at least when it comes to the open web. I will greatly miss Newton when it’s gone. I am at a loss for words and am unsure where I’ll be going next for my email needs as I’ve tried other clients in the past. It was a cross-platform application that offered new and innovative features at a fair and reasonable price. We hope to cross paths again in the future.Īs a proud user and supporter of Newton, it’s hard to see Newton go. To the press, critics and partners, we are eternally grateful for all the support and valuable feedback that has helped us improve Newton over these years. You are the reason we worked tirelessly to create the best email experience. The company will continue to operate and work on new and innovative projects. It’s worth noting that CloudMagic, the company behind Newton will not be going away. An update on pro-rata refunds will be announced no later than September 18, 2018. The company will be working with both Apple and Google to get partial refunds back to its users. ![]() Users who are on a yearly subscription will be refunded on a pro-rata basis. To prepare for the death of the application, Newton will no longer be accepting new sign-ups for its app, and monthly subscriptions will not be renewed effective immediately. Newton was facing up against high-quality free apps from the likes of Google, Microsoft, and Apple. The company says that while it would love to keep the application afloat, the premium mail application market is simply not there. Words cannot express our gratitude for all of you. We want to say a big THANK YOU to all our users. Later in 2016, we (re)launched a subscription-based premium email app called Newton, and over 40,000 paid subscribers signed up and have been our loyal users since. We launched CloudMagic in 2013, which instantly became one of the breakout email apps across platforms, with love and support from over 4 million users. Rohit Nadhani, CloudMagic’s Founder and CEO, broke the news on its official blog, noting that Newton will be shutting down on September 25, 2018. The client, which is currently available on iOS, macOS, Windows, and Android, announced today that it will be killing the app soon. Sad day for those of us who use and love CloudMagic’s Newton mail client.
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