Why Gay Men Are Worth So Much To Facebook
Barence writes "PC Pro has a feature on how social networks sold your privacy, which includes some interesting comparisons on the value of different demographics to Facebook. For example, an advert that targets everyone within a 10-mile radius of a medium-sized British town (Dorking) is valued at 28p per click by Facebook's advertising tool. However, targeting single gay men in the area with a preference for nightclubbing raises the price to 71p per click — 2.5x the price of targeting the general public. Such precise targeting also raises other issues. Whittling down ads to target such precise demographics can result in ads targeting as few as 20 people, making it theoretically possible to identify those targeted. 'I think the worst scenario might be where someone who hates gays uses Facebook's targeting to identify gay users and later attack them,' says Paul Francis, scientific director of the Max Planck Institute for Software Systems."
Why does everyone always just talk about heterosexuals and gays? What about ladyboys and shemales? They get no mention in western world, and everyone looks weirdly at them, while they are perfectly fine in many south east asian countries. People aren't against gays anymore, they are against shemales.
Paul Francis, uh, "scientific" director of the Max Planck Institute for Software Systems, has figured out that if I choose to declare that I'm gay on my public Failbook profile, then people can use that information to determine my sexuality?
Whoa, that's some cutting edge research there. Thanks for looking out for me, Paul.
If you were blocking sigs, you wouldn't have to read this.
Page 3 before gay men are even mentioned and that's the headline? I'm not even going to bother making an on topic post.
Give me Classic Slashdot or give me death!
Follow the Men with Male Significant Others
It works, and not just for real estate.
The gay's tend not to have kids. That means that they have more discretionary income. More discretionary income equates to more readily purchasing more expensive toys more often than the guy that supports a family. It's why you see shiny things like the latest Itoy so often in the hands of gay people, they can afford them. It's just math and the logic is sound.
The second part though, the idea that someone would go to all the trouble to use something like this to track down a bunch of gays is absurd. Why bother doing that when if your a nutter you just go to your local gay bar instead? You know the one that advertises to attract all of those gays?
Don't want to be targeted? Don't use Facebook.
Will it also include all the deeply-closeted homosexuals who always seem to be the most vocal gay-bashers in any given group? Because I'm thinking that if someone like Ted Haggard sees his own house on the list, it may actually result in a helpful moment of epiphany.
What political party do you join when you don't like Bible-thumpers *or* hippies?
If you don't pay it any attention, it will go away. I deleted my account 3 years ago and have been fine.
This reminds me of the wal-mart episode of southpark only... well... I can't say much more because its pretty depressing how much people get off on facebook.
We should ban any weapons or other tools those people use as well, including cars, bats, and dogs
>>'I think the worst scenario...
What about more likely scenarios:
health/life insurance company raises your rates 20x (or just cancels the policy) for being in a high-risk group
employer fires you (for some other invented reason)
family & friends disown you
blackmail,
etc. etc. etc
"Firefox can't find the server at www.godhatesfacebook.com."
While Homosexuality gets a lot of discrimination and hate... For the most part they are living an above average standard of life, so they have money, so advertising targeted towards them is valuable.
It comes down to a group that doesn't quite fit in well with the general public and Adds saying We will welcome you to come to our location where you won't feel like an outcast. So Advertising targeted to that group is far more effective... Thus costs more.
Many Other Minorities don't work as well.
Minority Races - for the most part the have a lower then average salary. That means most of the people will be less likely to spend money.
Non-Christians - For the religious non-Christians they have their places of worship where they feel like they belong. For Atheists for most places they go they are able to pass as a normal citizen. And if their religion doesn't have much of a dress requirement they are normally able to pass off anyways. For some of the real minorities the numbers are too small to advertise for.
If something is so important that you feel the need to post it on the internet... It probably isn't that important.
For example, an advert that targets everyone within a 10-mile radius of a medium-sized British town (Dorking) is valued at 28p per click by Facebook's advertising tool. However, targeting single gay men in the area with a preference for nightclubbing raises the price to 71p per click
That typically means young and single, which has always been a very attractive market with a lot of disposable time and money. Can we get a comparison to straight people with a preference to nightclubbing? Of course a blanket ad trying to sell to everyone is worth far far less...
Live today, because you never know what tomorrow brings
All companies care about is advertising turning into real sales. Gay guys are likely closer to females in terms of frequent frivolous spending, i.e. spending on clothing and other accessories. Not that guys necessarily spend less, but their spending is more focused and comes in bigger chunks at less frequent intervals. Also, gay guys, like women, are more fashion and image conscious which means they'll buy into fads more readily and willfully overpay for products they fund appealing. The invention of the metrosexual was an attempt to bring that same mindset to straight men. I'd say it's met with some success, but it's certainly not as reliable as other demographics.
The interest in Facebook is obvious; targeted advertising. The ultimate goal for any company in the consumer space is that we all turn into consumer whores; gender or sexual orientation is irrelevant unless a particular demographic shows increased inclination to spend.
There's a certain dichotomy to targeted advertising. It's ideal for both the consumer and business in the sense that advertising costs less when you only have to pay for people who are likely to be interested in your product. Even if the per-click is 2.5x as much, if you are targeting an audience that is 1/10 the size of the general population (or smaller), its better. While there are some businesses which operate on a premium product, in general market pressures will keep costs to a typical margin over the cost of production. The vendor can lower prices if marketing costs go down - or just put that extra cash into development of the next product.
Yes, FB and other sites with lots of your data can allow advertisers to drill down to very fine detail, but in order for you to be identified you still need to give your personal information to them. This is, I suppose, a cautionary tale for only entering data into sites you trust, and not to associate your sign-ups with referral links if you're the paranoid type.
I see it as an opportunity. I happen to run an a cappella chorus, and we're always looking for new members. Only about 5% of the population has the ability to do what we do. We know the age range we want, we know most are already involved in or like certain musical groups, we have a geographic area. We'd pay more to attract certain types of people (i.e. music or music ed background). We're in the process of considering a G+/FB ad campaign for our spring membership drive, because it will allow us to target singers who fit the profile without having to place (very expensive) traditional media ads.
For the most part, advertisers don't care who you are as long as we can make you a customer. Once you're a customer we still don't care who you are, personally, but rather that you have a good time and enjoy or value the product enough to continue using it (retention). You become part of our inside pool of customers, and outside advertising means less and less. Sites like FB are used to get new customers and move you from either no brand or competing brands to our brand - because customer retention is far easier than obtaining new. Farming for other reasons (like general collection of personally identifiable information) really is a bastardization of the system.
Is it just my observation, or are there way too many stupid people in the world?
You're the product, not the customer. And products don't get to complain about privacy, they're products!
You need to stop perpetuating that hurtful stereotype. Just because I like men doesn't mean I don't like digital freedom.
I knew something was odd about that add for a Gay Male who finished school in '95 in the small town of Skibbereen working as a barista in Starbucks in Blackrock, with horn rim glasses and wearing a hoodie currently typing on ... aaaarrrrgggggggggg
Are you serious? People still see ads on the web?
http://www.firefox.com/
http://www.adblockplus.com/
Please help me help the advertisers realize they are useless and unwanted. Use ABP today.
If the only way you can accept an assertion is by faith, then you are conceding that it can't be taken on its own merits
Given events of the last 40 years, I think a much bigger danger is that someone would use Facebook's targeting to identify Jews in their area and attack them.
I often don't like the choices people make, but I like the fact that people make choices. That's why I'm a conservative.
Its not value per click that they should care about, its value per minute. You could have 20 people worth 100x the rest of the population but if the rest of the population is 10,000x bigger than that small population, which group is really going to provide more profit?
IN THE NEWS...
o/Bilgatory Troll!
For all this philosophy and non-sense, If there is Homophobia, there is such a thing as Hetreophobia...
First your human and we all have bias. But to be clear, Pro-Palestinian =! Anti-Semite.
endB/
These values of pay per click boil down to this... Traditional family units may have different ways of planning of and for spending patterns? They may SAVE money for their children and other types of things and are not typically target-able for having weights assigned of spending values. Other demographics have different trends. Teens, Singles, Etc... The BOTTOM LINE IS... Corporations would love it if you slept and the office and spent all your money, not having a family is important for this type of formula to take place.
Look the Oompa-Loompa's and The Worm Ridden Fruit company are all collecting this data. Hell, they even have so called Sociology/Psychology Professors themselves to attempt to manipulate ad's and spending habits such... Quatro Wireless *cough*, CarrierIQ *cough*
And we are surprised that FakeBook is doing this? Try this on for size move to a new city/state/country and see if you can find someone from the OPPOSITE SEX that has similar interests as you WITHOUT Fakebook auto rejecting your friend requests.
"but I only liked will & grace, one time, one day. Wish I hadn't, cause Facebook now thinks I'm gay"
I really have to wonder how they're determining who's gay and who's not. We already tell it out relationship stats, and sometimes, who. If you're not telling Facebook any of that....then I'm worried about how much data they're collecting and how many assumptions they're making. I already know that since I interact Facebook in a totally different way than I normally would. So...what are they assuming about me?
Who looks at Ads these days?
Adblocker pro anyone? I cant remember the last time I saw an Ad on a website!
... I said "GAMING"! I said we needed more GAMING on Facebook, not gay men!
Signed, MZ.
"'I think the worst scenario might be where someone who hates gays uses Facebook's targeting to identify gay users and later attack them,'" I don't think that anyone that irrational would have the intelligence to do this.
Wanna buy a shirt?
https://www.redbubble.com/people/stealthfinger/shop?asc=u
Why should anyone get concerned about Facebook preferences? Unless you work for them of course...
Use it or block it. Do not get concerned (Sorry for the paraphrase Master Yoda)
"When all you have is a hammer, everything starts looking like a nail."
It seems about everyone is using ad block plus on their favorite browser, surprised people arnt mentioning that.
Atheists for most places they go they are able to pass as a normal citizen.
Ummm
Are you implying that atheists aren't normal citizens?
Yeah, not so much. Thanks for the waste of bandwidth.
Two right there! How can I filter them?
MMO Quests are like orgasms:
You may solo them, I prefer them in a group.
Not a facebook user- so this seems rather odd to me.
So there is a checkbox for "orientation" that is a default profile set up on facebook? That just seems wrong from the outset.
Given many in society actively discriminate against gays- it sounds like facebook is just making it easier for people to do that. Why on earth does facebook need to ask that? It's not a dating site.
Staight people wouldn't hesitate checking the straight box. So if people are "undeclared" on facebook, I imagine there is a good chance they are not straight. Thus- FB are setting them up from the start to be discriminated against. In our society I can see why many chose to remain in the closet- FB is making it hard for them to be so.
Or am I misunderstand FB- or gays to think this is wrong? Just seems like the system is pre-disposed to help people discriminate.
"That's the way to do it" - Punch
Please tell me I'm not the only one who thought the subject line said "Why goyims are worth so much to Facebook"!
Yeah, and since Slashdot has a lax attitude towards monitoring, it's also a call to arms if anyone speaks up and says that they just plain don't give a r@t's @ss about alternate lifestyles of any type. Heaven forbid that the discussion list go back to anything technical!
You've heard from your masters. You will obey!
1. facebook advertising has a minimal target audience threshold for placing an ad, it varies but usually revolves around 1-2k, you can see what is the potential target audience in hops of 20 but you can not actually run that ad.
2. even if you did manage to create such an ad you have no way of identifying the accounts unless your landing URL is an app which the user then approves. that is assuming someone does _click_ the ad. also Facebook does not forward the user ID in the landing url itself.
Facebook's lack of privacy has a lot of issues but using it to "track down gay people" seems quite stupid.
I wonder if maybe Facebook is one of the only (or best) sources of demographic data which can accurately tag someone as "gay", particularly since the users themselves tend to be the ones providing that data?
Log in or piss off.
'I think the worst scenario might be where someone who hates gays uses Facebook's targeting to identify gay users and later attack them,'says Paul Francis, scientific director of the Max Planck Institute for Software Systems."
I think the best scenario might be where someone who hates Justin Bieber uses Facebook's targeting to identify Justin Beeber and later attack him.
Big apple, new Yorik, undig it, something's unrotting in Edenmark.
They could place an add for free beer... umm... free appletinis.
Based on who responded to the ad- they could collect a list... worst of all- they need never give out the free appletinis.
"That's the way to do it" - Punch
There's an "Interested in [] Men [] Women" field which many people will hide just because they hide lots of information. You have to remember that the site was set up as a college network of people, so that is the type of information people were looking for. It doesn't have to be a dating site for people to go to it for dating information.
Apply for a job: Think the the hiring manager doesn't google you to see if you are "their kind of people?" Think what religious affiliation you do or do not have fails to influence if you get the job? Think your membership (or lack) in the NRA might make the difference?
As these personal information aggregaters are able to provide more and more details about your most personal and private life and these conclusions become more and more available to those who have significant impact on your life what happens if that information is wrong? How do you continue to have a private, thoughtful and reflective life if you can not even explore ideas without consequences. What happens when a "friend" of a "friend" of a "friend" gets labeled as a Nazi or a child molester? Are you now tared? How much time, fear and money will we scrubbing our e-reputation like we now have to do our credit reports for fraud and false reports? Will companies sell me their product or provide cell service if I am likely to give them a bad review? Why should it matter to an employer or the government what books I read at night?
The story you wont read about is why it's all of a sudden ok to be gay...and become mainstream. It certainly wasn't ok before...even in the 'liberal media' (yeah, right). The reason it's almost ok to be gay now is that the American PR machine smelled a buck. Where there's disposable income and self esteem issues, you've got a recipe for $$$$$, so suddenly 'gay rights' and 'gay marriage' became the *right* story. The media is owned by advertisers and advertisers can sell garbage to gay men faster than they can sell fat women diet pills (also very profitable and for *exactly* the same reasons). Make them feel lousy about being something, then make then feel better for wearing something. Same reason blacks like bling and gaudy cars...they feel lousy for being shat upon, so they make up for it with whatever.... If you're fat, you like things that are LOW in something (low fat, low sodium, low cal)...makes you feel better about being a fat pig...like you're doing something about it. It's about the same for gay men and luxurious vacations and Prada. Makes them feel better after someone yells "FAG" at them walking down the street...they think "yeah but I can afford a $400 pair of sneakers". If gay men weren't profitable, gay rights and gay marriage would be the *wrong* stories and all about disease carrying sex club activities....that would be the story you read about (like yesteryear). So while you're wondering if gay men make more than you do, just stop and look at the evidence. They most certainly, as a demographic, have much more disposable income and time than you and your wife, otherwise corporations wouldn't like them and you'd be reading awful stories about gays instead of happy gay stories. Gay men would be like indians or something...and probably living on ''reservations". Beore you think I'm "gay bashing" keep in mind that I'm gay and happily wearing bargain shoes because I know how crap works.
I must be the most boring person around because I never see advertising on FB. My "Sponsored" area is always blank.
Jeez, is there ANYTHING for which there isn't a Max Planck Institute to study it?
Everybody looks down on someone. I try to be egalitarian and look down on all of you equally.
I only look down on people that look down on others.
(Note: I look down on myself as well due to this rule.)
I'm a good cook. I'm a fantastic eater. - Steven Brust
...is that you do not believe homophobes would undertake a ridiculous, ill-conceived, but technically-sound plan to identify and harass gays. The Emperor does not believe you have interacted with very many homophobes.
My facebook says im male and im interested in males. I also have all sorts of comments about homosexuality. But im not gay. How does facebook deal with this type of profile? how am i targeted?
Why are the called transgender instead of mutatagender or something more clever. Its seems like they changed genders instead of moving across genders.
and 95% of the world, those are in fact frivolous and extravagant purchases.
You are more like Rmoney than I imagine you can wrap your head around.