The Case For Targeted Ads

Nofsck Ingcloo writes "CNet has published a guest column by Eric Wheeler warning the world of the evil consequences of Do Not Track. In it he makes strong (I would claim exaggerated) arguments in favor of targeted advertising. He claims the threat of political action on Do Not Track should, 'strike fear into the hearts of every company that does business online....' He speaks of compromising a $300 billion industry, which I read as being the industry composed of online advertisers and all their clients. He clearly thinks the trade off between freedom from snooping and free access to web content always favors free access. He concludes his arguments by saying, 'Taken as a whole, the potentially dire impact of Do Not Track is clear: the end of the free internet and a crippling blow to the technology industry.' He then goes on to advocate contacting legislators and the FTC in opposition to Do Not Track."

Comments

Two words:

[Quakeulf]

Fuck. You.

Bullshit

[girlintraining]

So what? It could be a three hundred quintillion dollar industry. It doesn't change the ethics, morals, or the fact that most people don't want it. Advertising has been shoved down people's throats. It's been put in places where it was promised not to appear. It eats away at our culture, it deadens people's nerves, and it saturates everything it comes in contact with. It is a plague -- and it needs reform. It is an industry without regulation, without controls, and with an insatiable appetite.

And not a one of them are for reasonable controls. It was only recently, and after fighting tooth and nail, that we even got them to stop screwing with the volume on our TVs. Fuck them -- when they learn to be responsible, then maybe I'll learn to give a damn whether they get thrown under a bus or not. But probably not.

Re:Bullshit

[ColdWetDog]

It's the money. All the way down.

Pretty impressive diatribe by an advertising executive. He probably eats the Wheaties box for breakfast.

Re:Bullshit

[girlintraining]

Actually, the larger the valuation for the industry, the worse it is, since the size of the industry is what gives you an idea of how much is being bled off from sectors that wouldn't be better off if set on fire.

Hey, I'm not saying advertising doesn't have its place. I'm not even saying companies shouldn't be allowed to spend as much as they want on it. I happen to believe in freedom of speech, even speech I disagree with. But I also have the right to ignore others' speech, or to respond with speech of my own. Legislating away that choice is wrong -- and that's what this guy is advocating. Well, fuck him. His position isn't just unethical, it's unamerican. Nobody has a right to shove their own beliefs down other people's throats and that statement doesn't change because money is involved, even a lot of money.

If people hang a "no soliciting" sign on the door of their home or business, it should be respected. In many jurisdictions, there's a penalty if you don't. If you add your phone number to the "do not call" list, that also has to be respected. It's even required by law in cases where the other party is owed money. The right to free speech doesn't include the right to be heard: I can walk away. That doesn't change just because the speech is digital instead.

Re:Bullshit

[Zadaz]

The thing I I do want it. I would love it if I was only shown ads which were for things that I was truly interested in. It would be wonderful if ads were a product discovery service.

Except they're not. There's not enough margin in that and that's not how advertisers want to reach me.

Take for example and of the music streaming services. Pandora, Spotify, Last.fm, etc. They know exactly what music you like to listen to. So it should be a slam-dunk to target ads to you for stuff you're interested in. Sell you the album you're listening to, sell you tickets to a local show of any of your favorite artists. Hell, alert you some TV show, movie, or game that uses your favorite music in the soundtrack.

But no. You get adverts for songs, artists, and genres that you've explicitly told you never want to hear again. The service that can have surprisingly good accuracy when suggesting new music and artists is quite literally tone deaf when suggesting ads.

The only explanation is that the record labels are dumping so much money to promote X that they buy up all the available slots, whether its appropriate or not. They still think we're listening to the radio and are not an infinitely fragmented audience, so they throw money at it to keep the little guy out. The little guy who would most benefit targeted ads. And the streaming services let them do this, even though it's a disservice to their listeners because the listeners aren't their customers, the record companies are, and they're already on thin ice with them to begin with. So they'll do what it takes to keep them happy.

Now that's just streaming music, but the same factors apply in other areas where targeted ads could work if the players had any interest in playing that game.

Excellent

[DNS-and-BIND]

All this screaming means that we're on the right track.

golden rule

[slashmydots]

Don't forget the golden rule of business! It applies to advertising as well. It is: "If customers hate your product, fuck you, I hope you go out of business."
Sorry, web advertising. There's always Valpak, lol.

Re:Irony not lost

[TubeSteak]

Why do we even listen to these people?

"We" don't, but our elected representatives do.

if he is right

[binarstu]

Just imagine what would happen if "do not track" were incredibly successful, and as this guy predicts, the "bottom drops out" of the online advertising industry, forcing "free" sites like Facebook to turn to subscription-based models to pay for themselves.

We would find out really quickly what people actually care about on the Web. My guess is that for many advertising-supported sites, Facebook included, we'd see that user loyalty is a mile wide and an inch deep. Most current users would be unwilling to have to pay to continue using the service, in my opinion. Most people don't care about paying for a service with their privacy, but make even a small dent in their wallet, and they will suddenly care very much.

Re:Irony not lost

[RKBA]

"We" don't, but our elected representatives do.

More specifically, our elected representatives listen to their campaign contributions, bribes, etc.

Re:AdBlockPlus is mandatory

[betterunixthanunix]

The argument against spam goes like this: person A maintains an email server that person B uses to send spam. Person A shoulders the cost while person B receives the benefits, this is widely acknowledged as a bad thing.

No, the argument against spam is that (in the absence of filtering) it overwhelms users' inboxes with unsolicited and unwanted messages and makes it exceedingly difficult for email / Usenet / SMS / etc. to be useful. Remember the days of writing your email address like this: email example com? That is not what the administrators or owners of mail servers were doing; that was what users did, to avoid spam in their inbox as long as possible.

Visiting an ad supported website goes like this: person A maintains a web server that person B uses to retrieve content. Person A shoulders the cost but offsets this with advertising money, person B receives the (non-monetary) benefits.

The other day, my mother was trying to read The New Yorker online, but a hover ad kept covering the article -- and there was no clear way to get rid of it. She now uses ABP, because otherwise, some websites would be unusable. That is exactly the same situation as email and Usenet spam, except that this time, it is so overwhelmingly profitable that the people doing it can appear to be "legitimate" (OK, I'll be fair: they usually advertise real products, which adds some amount of legitimacy).

You know whose resources are wasted with advertising on the web? Users', that's whose; CPU cycles, RAM, screen time and space, and so forth. What benefit are users getting? Targeted ads they did not want to begin with? When people need to buy things, they actually do benefit from advertising, but of a much different kind: classifieds like Craigslist, shopping search engines (what, you think that is not a form of advertising?), etc. It is not surprising that Amazon makes so much money in advertising -- not because they track users, but because when people need something, they use Amazon's search engine to find what they need.

Advertising is very important to the web as it exists right now

If that is true (and frankly, I think the web would be fine if everyone used ABP), then it is time to make a better system, perhaps one that is more distributed so that popular online publications are not so costly to operate.

What I'm saying is, and I'm trying to put it politely, people as a whole should be aspiring to a higher level of ethics than douchebag spammers.

I agree, but I am not greedy.

Re:Irony not lost

[tnk1]

I think we are sorely misstating the problem to say the problem is bribes or even contributions, even though both have influence, more or less.

The real problem is that representatives *have no fucking idea what they are talking about on most subjects*. If we ignore that tiny, but critical fact, we start realizing what a shitty idea it is to turn the operation of various industries over to their tender mercies. If we just pretend that it is possible to elect a white knight representative who will not take bribes, all this will get better. It won't. He or she will be honest, but just as useless as the current people.

We get these laws because the industries write these bills. Some of these bills are almost carbon copies of model legislation that the lobbyists hand representatives or their staffers. And even an honest rep is probably happy to have them, because they don't have the resources or the knowledge to properly regulate the industries that we've given them to regulate. That's why there is a revolving door, folks. The government needs people who know the industry, and the industry need people who know the government system. And every time we insist on even more regulation, we make industry people even more necessary to the government.

Who needs bribes when the only bribe you need is someone to do your homework for you so you can get your ass re-elected?