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Study Says Targeted Ads Gettin' a Lil' Creepy
eldavojohn writes "Ever load up a completely random webpage to see an advertisement at the top for products related to what you're reading about? What about the advertisement with binoculars that says your green denim jacket doesn't really go with your eyes? Well, a recent marketing study (PDF) is saying that making a highly visible advertisement content aware is too much for consumers. It seems that to optimize clicks and purchases you should use a highly visible ad or a more diminutive ad that is content-aware, but not both. For marketers, this report talks about the consumer having this crazy notion of privacy and at some point they start to feel like you're crossing the line."
like this classic example
http://www.ntk.net/2001/07/06/dohburn.gif
About the time I added "Brooks Brothers" to my 'interests' sections on Facebook and started getting Brooks Brothers ads on every website that I visited after that, is when I started to feel violated. Not sure why FB kept trying to sell me Jewish dating websites, when my profile clearly indicated that I was not Jewish... an Anglo-Norman name, 'Zen Buddhist' as my religion... seems like they missed the mark with that one. However, now I just run ABP and I don't ever have to see ads anymore either, and I took out nearly all the information from my FB profile. I'd just get rid of it if not for the fact it's my main method of keeping in contact with a lot of people I'm actually kind of fond of. It still feels very stalkerish.
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Hey, dimethylxanthine
"Ever load up a completely random webpage to see an advertisement at the top for products related to what you're reading about?"
No. Thanks Adblock!
http://xkcd.com/713/
I've always felt that these ads aren't just intrusive, they're -lying- to me. There isn't actually a ton of hot women in this town looking for a nerd to comfort them at night. It's ridiculous. In fact, for that scenario, there's -nowhere on earth-.
It got to the point a few years ago where I just ignored anything that had the name of my town. Why? Because I found a 'news article' that said the writer was from my town. This confused the hell out of me, because it was extremely unlikely. Then I realized the 'article' was just a fake and was really an advertisement.
"If you make people think they're thinking, they'll love you; But if you really make them think, they'll hate you." - DM
People do not like the idea that you come to their most private place, their home, unasked and uninvited, and try to force them to buy your junk. Who would have tought that they do not like that idea?
Now, you say, ads have been our companions for decades, if not centuries. Why suddenly that rejection? We should be use to them by now. And yes, we are. But these ads are different.
So far, we had ads that yelled at you, in the equivalent of a street hawker. He yells out what goods he has, come and get 'em! That's basically what TV and radio ads are like. They do not talk to YOU. They talk to, well, anyone listening. Targeted ads are more like the guy at your door trying to sell you some magazine subscription, only that he also happens to know a lot about you. He knows your hobbies and he offers you magazines related to your hobbies, with the undertone of "this has to interest you, I know it".
And people don't like strangers to know their private details. Especially if those strangers try to sell them something.
And people don't buy from people they don't like.
We used to have a Bill of Rights. Now, with the rights gone, all we have left is the bill.
I remember the feeling of paranoia wash over me when I first began receiving the penis enlargement emails.
The paranoia has returned, but mostly because of the herky-jerky ads showing pictures of my penis and the names of ex-girlfriends.
You guys getting those?
Indeed! I'm still trying to figure out how to promote my campaign to educate people on a nice subtlety:
Privacy: doing something that other people don't know about. This is inherently impossible on the internet, because in order to do anything on the internet, you have to send data to or from somewhere - someone else knows what you're doing.
Anonymity: doing something but people don't know that it's you that's doing it. This is really what people are after, not privacy. People talk about "privacy" for many things, such as GPS for fuel tax in their cars, or speeding or whatever. The complaint there isn't privacy: anyone who has eyeballs can see that there is a car driving around. The complaint is anonymity: drivers don't want others to know that they are driving to a particular place or in a particular manner.
So, please help fix this argument: the internet cannot ever have privacy, but please let's keep it anonymous! All the things like Facebook, etc. are inherently non-anonymous, because people are volunteering identifying information. I suppose there's an argument about protecting who has access to the identifying information, but that's a different facet of the argument.
"There are a dozen opinions on a matter until you know the truth. Then there is only one." - CS Lewis (paraprhase)
and a blacklisted hosts file, or whatever, just a word of warning.
Be prepared the next time you browse the web on a strangers machine, or a public machine.
It happened to me recently, and it scared the crap out of me. Adverts EVERYWHERE and some of them were shouting at me.
I would liken it to a BBC viewer having to sit through American cable television for an hour.
It's not pleasant.
Nobody is really offering a means to suicide are they. The problem with keyword matching on a webpage to a particular ad is that it's not context sensitive. That page had used the word sleep or even more likely 'eternal sleep' as a phrase and the highest paying match was for sleeping pills.
And thats not even what the article is about. What you described is simple keyword matching of the webpage you are viewing. What the article is descibing is an ad system which has nothing to with the webpage you are visiting and everything to do with you and your previous web browsing habits. For example, you browse information on unwanted pregenacy on one page, then a few days later on a car selling site you get an ad for aborbtion clinics.
These comments are my personal opinions and do not necessarily reflect the opinions of the other voices in my head.
I actually like ads to be catered to my tastes, it seems like a more useful use of screen real estate.
Years ago, I worked doing p-shop for advertising, and my boss taught me something important about marketing: The people paying for the ads want those ads to go to peope who aren't already interested. They want to reach people who have no interest in the product, and to alter their minds.
It's a waste of money to pitch to someone who's already sold. In other words, advertisers want to advertise to you the opposite of what you want.
You can't take the sky from me...
I actually *would* love them. If they didn't suck.
I'm willing to acknowledge the fact that virtually everything I get 'for free' from the internet is, ultimately, either created by people for free, or by people getting paid through advertising revenue.
I don't go out of my way to block ads because ads support the websites I love. Even running a personal site has costs associated with it. If someone can recoup some of that with a banner-ad; more power to them.
And if the banner-ad could be stuff I actually want.....wow, even better. Now I'm shopping for things I need, while supporting the websites I like, win-win.
But, in practice, those ads always suck. Here is how it goes.
1.) Decide I need a new X
2.) Find a new X on the internet
3.) Order X
4.) Spend the next month or so seeing ads about X, something I'm not interested in, because I just purchased one.
It's annoying. Far more annoying than random ads. I just purchased a new bed, I don't need a new bed anymore. Not for *years*. If the ads were smart enough to wait 5-6 years and remind me of the age of my bed, that would be awesome. But showing me ads, particularly, ones for THE SAME product I purchased, it's just stupid.
I remember finding it a bit creepy/amusing when I was having an argument through gmail with my ex and ads for counseling and relationship therapy were appearing.
Yeah, I think this is very important. I worked in advertising briefly, and it creeped me out. The way advertisers see their jobs is not how most people understand advertisers' jobs.
So here's a funny thing that many of you don't realize: you probably want to see some ads. I only really realized this until I cancelled my cable (Netflix only) and had been using Adblock for months. I realized that I had no idea what was going on. New products were being released, new movies were in theaters, and I didn't know these things existed. I wanted to know that they existed. I wanted to buy some of those products and see some of those movies.
So I really started thinking about advertising, and specifically targeted advertising. I thought about how I kind of wish there was a site that I could go to what would tell me about all the things that I was missing by not seeing ads.
So I wanted to learn about all of these things, but I wanted to learn about these things on my own terms, I wanted to look at the ads that I wanted to see, and not other ads. I wanted to look at them on my own schedule. I wanted to skip any ad that I didn't like. And that seemed totally reasonable to me, because in my mind an advertiser should be looking to connect me with information about products that I might want to buy.
And then I remembered: That's not how advertisers see their jobs. Advertisers specifically do not want you to learn about anything on your own terms. They want to control the whole setup so that they can push you into buying products that you don't really want. Advertisers are not happy allowing you to watch the ads you want to watch, they are only happy when they force you to watch an ad that you don't want to watch.
And what really drove this home for me was trying to watch movie trailers on YouTube, and YouTube was making me watch an ad before each movie trailer. It took me a second to remember that movie trailers are themselves advertisements. YouTube was forcing me to watch and ad that I didn't want before they'd let me watch the ad I wanted to watch.
What it comes down to is this: It'd be great if we could match entertaining and informative advertisements up with people who would like to see those ads. There are advertisers who will try to do this. However, advertisers are generally employed by people who want to sell crap to people who don't really want that crap. As long as that's the case, advertisers will try to push you ads that you don't want to see.