We are living through the latest stages of the online advertising bubble, as available high-quality ad space is shrinking, leading to a decline ad space quality, and a decline of ad efficiency. Awareness for fraud is growing, and soon, clients will cut their online ad spending, and demand higher accountability. This will destroy the high-margin market of automated reselling worthless ad space, and will force advertisers to focus only on prime publishers, with expensive ad space.
This is a re-run of the online advertising crash of the early 2000s, when the proliferation of banners and pop- ups destroyed any value these ads had (and led people to install pop-up killers, just like with ad blockers today)…
We estimate that the online advertising market has been artificially inflated since the end of 2013, and is much more mature than its pundits are claiming. 90% of Google’s revenues come from advertising. We expect Alphabet’s share price to go down by 75%…
A larger number of companies will be impacted, as a growing number of third-party tech giants are involved in the advertising play (Oracle, Amazon, Salesforce), and we expect the whole tech sector to be hard hit by the unwinding of the bubble…
Currently, January 2018 Alphabet puts with a strike of $400 are trading at around $8, for a 20x return should our scenario materialize.
GroupM, the “world’s largest media investment group,” also just published Interaction 2016, which is also bearish on adtech:
Advertisers and the entities that place their ads have always sought relevance and engagement; the consumer has chosen to set a higher bar. Advertisers and the buyers of media have a further responsibility.
Until now, we have assumed almost all data are worth having. But however much he gathers, no advertiser commands complete, continuous data. This creates a risk that the advertiser’s left hand may not know what his right hand is doing. A customer who has already made a purchase may be bombarded with redundant repeat ads wherever he roams: what we might call the phenomenon of “repetitive irrelevance.” Even worse, several advertisers may be sharing the same data and using performance-oriented media, multiplying the “repetitive irrelevance.” Tracking and targeting intended to make advertising welcome makes it a nuisance. It is dysfunctional. The advertiser damages his reputation and pays to do so.
This brief analysis suggests that a partial solution to adblocking is a combination of design, technology, common sense and the ability to establish the point, across channels and vendors, at which the application of a particular data point becomes the poison of marketing rather than the antidote to ineffectiveness.
The emphasis is mine. (Hey, I know boldface tends to get read and blockquotes don’t.)
Clearly the end isn’t near for Facebook or Google. Tony Haile, founding CEO of Chartbeat — and to me the reigning king of adtech moneyball — compares Facebook to the Sun, and everybody else to planets and other debris orbiting around it. One pull-quote: “It is Facebook that curates and distributes. It owns the relationship with the user, and decides what content the user sees and how many see it.” Meanwhile Google, which places a huge percentage of online ads (for itself and countless others), is said by Digiday to beexploring an “acceptable ads” policy obviously modeled on the onelaunched by Adblock Plus. And while ad fraud has been bad, AdAgereports that it’s down, dramatically: “analytics firm Integral Ad Science found a 20.9% decrease in both overall and programmatic ad fraud last quarter compared to the fourth quarter of 2015.”
Still, I’ve been told by one (big) adtech exec that his business is “a walking zombie” and that he’s looking toward “the next paradigm.” One of the biggest online advertisers told me late last year that they yanked $100 million/year out of adtech and put it into traditional advertising for one simple reason: “It didn’t work.” I have a sense that they are not alone.
Got any more examples? I want us to get as clear a picture as we can of the adtech edifice as it starts crumbling to the ground. Or not. Yet.
KMPG Media Tracker, which has a UK survey that says, “47 per cent of high earners say they’ll be using an ad blocker in the next six months, 59 per cent of 18-24 year olds say the same,” and “The group least likely to use ad blockers were the over 65s, at 36 percent.
In order to aim addressable TV spots to those voters, the campaigns provide a list of the individual voters they want to target to Cablevision or satellite providers DirecTV and Dish. That list is matched against each provider’s customer database and ads are served to the matching households. Because voter data includes actual names and addresses, the same information the TV providers have for billing purposes, they readily can match up the lists.
Speaking as a Dish Network customer—and as a sovereign human being—I don’t want to be an “addressable target” of any advertising—and I already feel betrayed.
I don’t care what measurable results “addressable” or “precision” targeting gets for those who practice it. The result that matters is that I’m pissed to know that my provider has sold me out to advertisers putting crosshairs on me and my family. Same goes for other viewers who get creeped out when they see that an ad on TV is just for them and not for everybody watching the show.
It should be obvious by now that people hate being tracked like animals and shot with digital blow-guns by advertisers. The feedback has been loud and clear.
Make no mistake: addressable targeting is disrespectful to both its targets and the very media respectful advertising has supported for the duration. For a gut-check on that, ask if anybody wants it. Make it opt-in. Don’t just take advantage of whatever data collection has been done, surely without express permission from individual customers.
What’s at stake now for the industry is the survival of whatever remains of advertising’s value as a contribution to business and culture. The only reason the industry can’t see that fact, which ought to be obvious, is that it’s driving drunk on digital kool-aid.
This Post ran on my blog almost six years ago. I was wrong about the timing, but not about the turning: because it’s about to happen this month at the Computer History Museum in Silicon Valley. More about that below the post.
The tide turned today. Mark it: 31 July 2010.
That’s when The Wall Street Journal published The Web’s Gold Mine: Your Secrets, subtitled A Journal investigation finds that one of the fastest-growing businesses on the Internet is the business of spying on consumers. First in a series. It has ten links to other sections of today’s report.
It’s pretty freaking amazing — and amazingly freaky, when you dig down to the business assumptions behind it. Here’s the gist:
The Journal conducted a comprehensive study that assesses and analyzes the broad array of cookies and other surveillance technology that companies are deploying on Internet users. It reveals that the tracking of consumers has grown both far more pervasive and far more intrusive than is realized by all but a handful of people in the vanguard of the industry.
It gets worse:
In between the Internet user and the advertiser, the Journal identified more than 100 middlemen — tracking companies, data brokers and advertising networks — competing to meet the growing demand for data on individual behavior and interests.The data on Ms. Hayes-Beaty’s film-watching habits, for instance, is being offered to advertisers on BlueKai Inc., one of the new data exchanges. “It is a sea change in the way the industry works,” says Omar Tawakol, CEO of BlueKai. “Advertisers want to buy access to people, not Web pages.” The Journal examined the 50 most popular U.S. websites, which account for about 40% of the Web pages viewed by Americans. (The Journal also tested its own site, WSJ.com.) It then analyzed the tracking files and programs these sites downloaded onto a test computer. As a group, the top 50 sites placed 3,180 tracking files in total on the Journal’s test computer. Nearly a third of these were innocuous, deployed to remember the password to a favorite site or tally most-popular articles. But over two-thirds — 2,224 — were installed by 131 companies, many of which are in the business of tracking Web users to create rich databases of consumer profiles that can be sold.
Here’s what’s delusional about all this: There is no demand for tracking by individual customers. All the demand comes from advertisers — or from companies selling to advertisers. For now.
Here is the difference between an advertiser and an ordinary company just trying to sell stuff to customers: nothing. If a better way to sell stuff comes along — especially if customers like it better than this crap the Journal is reporting on — advertising is in trouble.
Here is the difference between an active customer who wants to buy stuff and a consumer targeted by secretive tracking bullshit: everything.
Two things are going to happen here. One is that we’ll stop putting up with it. The other is that we’ll find better ways for demand and supply to meet — ways that don’t involve tracking or the guesswork called advertising.
Improving a pain in the ass doesn’t make it a kiss. The frontier here is on the demand side, not the supply side.
Advertising may pay for lots of great stuff (such as search) that we take for granted, but advertising even at its best is guesswork. It flourishes in the absence of more efficient and direct demand-supply interactions.
The idea of making advertising perfectly personal has been a holy grail of the business since Day Alpha. Now that Day Omega is approaching, thanks to creepy shit like this, the advertsing business is going to crash up against a harsh fact: “consumers” are real people, and most real people are creeped out by this stuff.
Trust me, if I had exposed every possible action in my life this past week, including every word I wrote, every click I made, everything I ate and smelled and heard and looked at, the guesswork engine has not been built that can tell any seller the next thing I’ll actually want. (Even Amazon, widely regarded as the best at this stuff, sucks to some degree.)
Meanwhile I have money ready to spend on about eight things, right now, that I’d be glad to let the right sellers know, provided that information is confined to my relationship with those sellers, and that it doesn’t feed into anybody’s guesswork mill. I’m ready to share that information on exactly those conditions.
Tools to do that will be far more leveraged in the ready-to-spend economy than any guesswork system. (And we’re working on those tools.) Chris Locke put it best in Cluetrain eleven years ago. He said, if you only have time for one clue this year, this is the one to get…
Thanks to the Wall Street Journal, that dealing may finally come in 2010.
[Later…] Jeff Jarvis thinks the Journal is being silly. I love Jeff, and I agree that the Journal may be blurring some concerns, off-base on some of the tech and even a bit breathless; but I also think they’re on to something, and I’m glad they’re on it.
Most people don’t know how much they’re being followed, and I think what the Journal’s doing here really does mark a turning point.
I also think, as I said, that the deeper story is the market for advertising, which is actually threatened by absolute personalization. (The future market for real engagement, however, is enormous. But that’s a different business than advertising — and it’s no less thick with data… just data that’s voluntarily shared with trusted limits to use by others.)
Ads cannot be the sole source of funding for the internet
Ad revenue will diminish because of brutal competition brought on by an oversupply of inventory, and it will be replaced in many instances by micropayments and subscription payments for content.
There are numerous other business models that will work on the net, that will be tried, and that will succeed.
The last point, actually, seemed to be the most important. It was really the intent of the article, and the original title was “Business Models for Monetizing the Internet: Surely There Must Be Something Other Than Advertising.” This point got lost in the fury over the title of the article and in rage over the idea that online advertising might lose its importance.
My case is that advertisers themselves will tire of the guesswork business when something better comes along. Whether or not that “something better” funds Web sites and services is beside the points I am making, though it could hardly be a more important topic.
For what it’s worth, I believe that the Googles of the world are well positioned to take advantage of a new economy in which demand drives supply at least as well as supply drives demand. So, in fact, are some of those back-end data companies. (Disclosure: I currently consult one of them.)
Look at it this way…
What if all that collected data were yours and not just theirs?
What if you could improve that data voluntarily?
What if there were standard ways you could get that data back, and use it in your own ways?
What if those same companies were in the business of helping you buy stuff, and not just helping sellers target you?
The tide against surveillance began to turn with the adoption of ad blockers and tracking blockers. But, while those provide a measure of relief, they don’t fix the problem. For that we need tools that engage the publishers and advertisers of the world, in ways that work for them as well.
They might think it’s working for them today; but it’s clearly not, and this has been apparent for a long time.
In Identity and the Independent Web, published in October 2010, John Battelle said “the fact is, the choices provided to us as we navigate are increasingly driven by algorithms modeled on the service’s understanding of our identity. We know this, and we’re cool with the deal.”
In fact we don’t know, we’re not cool with it, and it isn’t a deal.
If we knew, The Wall Street Journal wouldn’t have a reason to clue us in at such length.
We’re cool with it only to the degree that we are uncomplaining about it — so far.
And it isn’t a “deal” because nothing was ever negotiated.
To have a deal, both parties need to come to the table with terms the other can understand and accept. For example, we could come with a term that says, Just show me ads that aren’t based on tracking me. (In other words, Just show me the kind of advertising we’ve always had in the offline world — and in the online one before the surveillance-based “interactive” kind gave brain cancer to Madison Avenue.)
Having this term (which needs a name — help us think of one) is a good deal for advertisers because non-tracking based ads are not only perfectly understood and good at doing what they’ve always done, but because they are actually worth more (thank you, Don Marti) than the tracking-based kind.
It’s a good deal for high-reputation publishers, because it gets them out of a shitty business that tracks their readers to low reputation sites where placing ads is cheaper. And it lets them keep publishing ads that readers can appreciate because the ads clearly support the publication. (Bet they can charge more for the ads too, simply because they are worth more.)
It’s even good for the “interactive” advertising business because it allows the next round of terms to support advertising based on tracking that the reader actually welcomes. If there is such a thing, however, it needs to be on terms the reader asserts, and not on labor-intensive industry-run opt-out systems such as Ad Choices.
If you have a stake in these outcomes, come to VRM Day and IIW and help us make it happen. VRM Day is free, and IIW is very cheap compared to most other conferences. It is also an unconference. That means it has no keynotes or panels. Instead it’s about getting stuff done, over three days of breakouts, all on topics chosen by you, me and anybody else who shows up.
When we’re done, the Data Bubble will start bursting for real. It won’t mean that data goes away, however. It will just mean that data gets put to better uses than the icky ones we’ve put up with for at least six years too long.
Yesterday morning, while I was making curtados in the kitchen, I was also trying to listen to the radio. The station was WNYC, New York’s main public radio station. The program at the time was This American Life. Since the espresso machine is noisy when extracting coffee or steaming milk, I kept looking for the pause button on the radio—out of habit. That’s because pausing is a feature present on the radio and podcasting apps on my phone and other mobile devices scattered around the house, all of which I tend to use for radio listening more than I use an actual radio.
So I decided to open TuneIn on my phone. TuneIn has been around for almost as long as we’ve had iPhones and Androids. It started as a way to play radio stations from all over the world, but has since broadened into “100,000+ live radio stations, plus on-demand content like podcasts & shows.” These are listed on its home screen in what I gather is something between a reverse chronological order list of stations I’ve listened to in the past, and the app’s best (yet wrong) guess of what I might want, or what that they want to promote… or I dunno. It’s hard to tell.
In other words, the app is now something of a pain, because if you want to listen to a radio station that’s not on its home page list, your easiest choice is to look it up, which takes time. Even if you “favorite” it, the best-guesswork (or whatever it is) system on the Home page buries what you want down the list somewhere among on-demand shows and podcasts (I’m guessing that’s what it is), none of which I have listened to once through the app.
Anyway, I found WNYC after awhile, and continued listening on the phone’s little speaker, hitting pause with my wet fingers while going through cutado-making routines.
While I was doing that, and thinking about how TuneIn is still the best of its breed (of tunes-every-station apps), and how all apps are works-in-progress, changing countless times over their life spans—and nearly all seem to be trying to do too much—this metaphor came to mind:
Mobile devices are just hors d’oeuvre trays, and apps are just hors d’oeuvres. Appetizers, not dinner. And nobody knows how to make dinner yet. Or even a dining room table.
So the kitchen just keeps serving up variations on the same old things. With radio it’s a mix of live stations, shows on their own, “on demand” shows or segments, podcasts and appeals to subscribe to a premium service. Weather, transit, fitness, news, photography, social… most of them evolve along similar broadening paths, trying along the way to lock you into their system.
The competition is good to have, and lots of good things happen on the platforms (or we wouldn’t use them so much), but the whole mess is also getting stale. Walled-garden platforms and apps from garden-run stores are now the box nobody seems to be thinking outside of.
We need something else for dinner. We also need a table to set it on, and utensils to eat it with. And none of those, I sense, are more than barely implicit in the hors d’oeuvres we’re chowing down now, or the trays they come on.
This seep also releases on the order of 100 to 150 barrels (16 to 24 m3) of liquid petroleum per day. The field produces about 9 cubic meters of natural gas per barrel of petroleum.
Leakage from the natural seeps near Platform Holly, the production platform for the South Ellwood Offshore oilfield, has decreased substantially, probably from the decrease in reservoir pressure due to the oil and gas produced at the platform.
On the day I shot this (February 10), from a plane departing from Santa Barbara for Los Angeles, the quantity of oil in the water looked unusually high to me. But I suppose it varies from day to day.
Chumash canoes were made planks carved from redwood or pine logs washed ashore after storms, and sealed with asphalt tar from the seeps. There are no redwoods on the South Coast, by the way. The nearest are far up the coast at Big Sur, a couple hundred miles to the northwest. (It is likely that most of the redwood floating into the South Coast came from much farther north, where the Mendicino and Humboldt coastlines are heavily forested with redwood.)
There are also few rocks hard enough to craft into a knife or an ax anywhere near Santa Barbara, or even in the Santa Ynez mountains behind it. All the local rocks are of relatively soft sedimentary kinds. Stones used for tools were mostly obtained by trade with tribes from other regions.
Back when I was a freshman in college, I tried to build what was already legendary audio gear: a Dynaco PAS-3X preamplifier, and a Stereo 35 power amplifier. Both were available only as kits, and I screwed them up. I mean, I wasn’t bad with a soldering iron, but I sucked at following directions.
So my cousin Ron (that’s him on the left) came to my rescue, fixing all my mistakes and making both chunks of iron sing like bells. In the process he decided to build a PAS-3X of his own, along with a Heathkit A111 power amplifier.
I wore out my Dynacos by the late ’70s. (Along with my KLH Model 18 tuner and AR turntable with a Shure V15 Type II Improved phono cartridge.) Ron’s worked at his Mom’s place for a few years, and were retired eventually to a cabinet where I spotted them a few years ago at her house in Maine. When I asked about them, she said “Take ’em away.” So I did. After that they languished behind furniture, first at our apartment in Massachusetts and then at the one here in New York.
So a few days ago, after my old Kenwood receiver crapped out, I decided on a lark to give Ron’s old gear a try. I had no faith it would work. After all, it was fifty year old iron that hadn’t been on in forty years or more. Worse, it wasn’t solid state stuff. These things were filled with vacuum tubes, and had components and wiring that had surely rotted to some degree with age.
So I plugged them in, made all the required connections between the two units and a pair of Polk speakers (which date from the ’90s), and then fed in some music from the collection on my iPhone.
Amazing: they work. Beautifully. Some knobs make scratchy sounds when I turn them, and every once in awhile the right channel drops out, requiring that I re-plug an input. But other than that, it’s all fine. The Heathkit, which has the size and heft of a car battery, could heat a room, even though it only produces 14 watts per channel. When it’s running, it’s too hot to pick up. But the sound is just freaking amazing. Much better than the Kenwood, which is a very nice receiver. I’m sure it’s the tubes. The sound is very warm and undistorted. Vocals especially are vivid and clear. The bass is tight. The high end is a bit understated, but with plenty of detail. (Here’s a test report from 1966.)
My original plan was to sell them eventually on eBay, since these kinds of things can bring up to $hundreds apiece. But now I love them too much to do that.
I mean, these things make me want to sit and listen to music, and it’s been a long time since any gear has done that.
They also connect me to Ron, who sadly passed several years ago. He was my big brother when we were growing up, and a totally great guy. (He was also cool in a vintage sense of the word, at least to me. And you had to love his red ’60 Chevy Impala convertible, which he drove until he joined the Army, as I recall.)
In my last post I said all printers suck — at least in my experience. YMMV, as they say.
The most recent suckage at our place was produced by a Brother laser printer and an Epson ink-jet that co-died while I was elsewhere (coincidentally dealing with an Epson printer that refused to print anything from my wife’s laptop, which is the same model as mine, running the same OS, with the same printer drivers).
So I bought the Samsung M2830DW Xpress Monochrome Laser Printer on the Staples website. The price is currently $59.99, which could hardly be better, since Consumer Reports top-rates it over Canons, Brothers and HPs, all of which cost more.
It works well. I gave it five stars on the Staples and Consumer Reports sites.
In case you buy this thing, I also want to share the caveats I put in my reviews at the two sites:
It comes with no manual and cryptic pictorial multi-lingual instructions. You’ll need patience. Getting the toner out and removing various strips is the hardest job. But it can be done. (Here’s a link to the manual.)
Wireless operation requires a software install by an enclosed CD, followed by initial wireless set-up by a computer over an enclosed USB cable. This is a one-time thing. That’s so the unit can know, for example, the wi-fi access point security code. (Though it might be more than one-time if you change access points or codes, so don’t lose that CD.) This is a pain if your computer doesn’t have a CD/DVD drive. Neither my MacBook Air nor my wife’s can play CDs or DVDs. (In fact most small new laptops don’t have that feature, since CDs and DVDs are terribly retro now.) So we had to fire up an old laptop and install though that. (Really, Samsung should have the same installer downloadable from the Web. Far as I can tell, they don’t, but I may not have dug deep enough on their website.)
There is no clue to how much toner comes standard with the unit. The Brother this one replaces printed about a dozen sheets then wanted a replacement. The Staples where we picked this up did not stock the toner. In any case, you’ll need spare toner anyway, so get some, if you can, when you buy the thing.
The cost of this unit on the Staples site was $79.99, discounted from $159.99. This is far below Consumer Reports’ reported prices of $127 – $199 (both, oddly, at Walmart). So I was happy with that until I got an email from Staples asking me to rate the unit. The Email sent me to me to the page where I am writing this — and the price now is $59.99. Great price, but I feel a bit cheated.
At the store where I picked up the printer, I was pitched a three-year protection plan for $4.99, but when the guy behind the counter tried to make that work with “the system,” it came up as $30, so I declined. But now I notice this on the page for the printer: “3-yr Printer Protection Plan ($30-59.99) $4.99.”
[Later…] I contacted Staples through the chat agent on the printer’s page, and the agent quickly adjusted the price I paid to $59.99. So that was nice. Unfortunately, the agent couldn’t retroactively give me the $4.99 protection plan.
I miss computing’s Cambrian period, when Datasouth printers still roamed the Earth (or at least its offices). They were made in Charlotte by durability fanatics and could not be killed. The DS-180, for example (that image is a fossil scan of a fossil fax of one), was a thundering dot matrix mother that could pound clear type through six-part forms, endlessly, and without complaint. Loved those things.
But that was then.
Printers do lots more now, and much better, during the brief spans that the fucking things actually work.
I am convinced that printers today are designed for suicide. They are made to kill themselves, but only after consuming toner or ink so ravenously that your $50 laser or your $120 ink jet has digested $5600 worth of consumables before failing right after you buy some more, which (of course!) won’t work with the new replacement models from the same company. Fun!
I bring this up because I have a dead Brother and a dead Espon here, one with new toner and the other with new ink, and I need to go out in the snow and buy a replacement for at least one of them. Let’s hope that one has at least some will to live.* (Alas, hope is the best I can do. Faith is asking too much.
*Proven short life expectancy actually makes the 2-year $4.99 “protection plan” worth the money. Just be sure to affix the paperwork to your fridge with a magnet, because death is near the moment you plug the damn thing in.
Even though Fort Lee and Manhattan are only a mile apart, it has always been a toll call between the two over a landline. Even today. (Here, look it up.) That’s why, when I was growing up not far away, with the Manhattan skyline looming across the Hudson, we almost never called over there. It was “long distance,” and that cost money.
There were no area codes back then, so if you wanted to call long distance, you dialed 0 (“Oh”) for an operator. She (it was always a she) would then call the number you wanted and patch it through, often by plugging a cable between two holes in a “switchboard.”
Toll-free calls could be made only to a few dozen local exchanges listed in the front of your phone book. Calls to distant states were even more expensive, and tended to sound awful. Calls outside the country required an “overseas operator,” were barely audible, and cost more than a brake job.
That’s why, to communicate with our distant friends and relatives, we sent letters. From 1932 to 1958, regular (“first class”) letters required a 3¢ stamp. This booked passage for the letter to anywhere in the country, though speeds varied with distance, since letters traveled most of the way in canvas bags on trains that shuttled between sorting centers. So a letter from New Jersey to North Carolina took three or four days, while one to California took a week or more. If you wanted to make letters travel faster, you bought “air mail” stamps and put them on special envelopes trimmed with diagonal red and blue stripes. Those were twice the price of first class stamps.
The high cost of distance for telephony and mail made sense. Farther was harder. We knew this in our bodies, in our vehicles, and through our radios and TVs. There were limits to how far or fast we could run, or yell, or throw a ball. Driving any distance took a sum of time. Even if you drove fast, farther took longer. Signals from radio stations faded as you drove out of town, or out of state. Even the biggest stations — the ones on “clear” channels, like WSM from Nashville, KFI from Los Angeles and WBZ from Boston — would travel hundreds of miles by bouncing off the sky at night. But the quality of those signals declined over distance, and all were gone when the sun came up. Good TV required antennas on roofs. The biggest and highest antennas worked best, but it was rare to get good signals from more than a few dozen miles away.
All our senses of distance are rooted in our experience of space and time in the physical world. So, even though telephony, shipping and broadcasting were modern graces most of our ancestors could hardly imagine, old rules still applied. We knew in our bones that costs ought to vary with the labors and resources required. Calls requiring operators should cost more than ones that didn’t. Heavier packages should cost more to ship. Bigger signals should require bigger transmitters that suck more watts off the grid.
A world without distance
Everything I just talked about — telephony, mail, radio and TV — are in the midst of being undermined by the Internet, subsumed by it, or both. If we want to talk about how, we’ll have nothing but arguments and explanations. So let’s go instead to the main effect: distance goes away.
On the Net you can have a live voice conversation with anybody anywhere, at no cost or close enough. There is no “long distance.”
On the Net you can exchange email with anybody anywhere, instantly. No postage required.
On the Net anybody can broadcast to the whole world. You don’t need to be a “station” to do it. There is no “range” or “coverage.” You don’t need antennas, beyond the unseen circuits in wireless devices.
I’ve been wondering for a long time about how we ought to conceive the non-thing over which this all happens, and so far I have found no improvements on what I got from Craig Burton in an interview published in the August 2000 issue of Linux Journal:
Doc: How do you conceive the Net? What’s its conceptual architecture?
Craig: I see the Net as a world we might see as a bubble. A sphere. It’s growing larger and larger, and yet inside, every point in that sphere is visible to every other one. That’s the architecture of a sphere. Nothing stands between any two points. That’s its virtue: it’s empty in the middle. The distance between any two points is functionally zero, and not just because they can see each other, but because nothing interferes with operation between any two points. There’s a word I like for what’s going on here: terraform. It’s the verb for creating a world. That’s what we’re making here: a new world.
A world with no distance. A Giant Zero.
Of course there are many forms of actual distance at the technical and economic levels: latencies, bandwidth limits, service fees, censors. But our experience is above those levels, where we interact with other people and things. And the main experience there is of absent distance.
We never had that experience before the Internet showed up in its current form, about twenty years ago. By now we have come to depend on absent distance, in countless ways that are becoming more numerous by the minute. The Giant Zero is a genie that is not going back in the old bottle, and also won’t stop granting wishes.
Not all wishes the Giant Zero grants are good ones. Some are very bad. What matters is that we need to make the most of the good ones and the least of the bad. And we can’t do either until we understand this new world, and start making the best of it on its own terms.
The main problem is that we don’t have those terms yet. Worse, our rhetorical toolbox is almost entirely native to the physical world and misleading in the virtual one. Let me explain.
Distance is embedded in everything we talk about, and how we do the talking. For instance, take prepositions: locators in time and space. There are only a few dozen of them in the English language. (Check ‘em out.) Try to get along without over, under, around, through, beside, along, within, on, off, between, inside, outside, up, down, without, toward, into or near. We can’t. Yet here on the Giant Zero, everything is either present or not, here or not-here.
Sure, we are often aware of where sites are in the physical world, or where they appear to be. But where they are, physically, mostly doesn’t matter. In the twenty years I’ve worked for Linux Journal, its Web server has been in Seattle, Amsterdam, somewhere in Costa Rica and various places in Texas. My own home server started at my house in the Bay Area, and then moved to various Rackspace racks in San Antonio, Vienna (Virginia) and Dallas.
While it is possible for governments, or providers of various services, to look at the IP address you appear to be using and either let you in or keep you out, doing so violates the spirit of the Net’s base protocols, which made a point in the first place of not caring to exclude anybody or anything. Whether or not that was what its creators had in mind, the effect was to subordinate the parochial interests (and businesses) of all the networks that agreed to participate in the Internet and pass data between end points.
The result was, and remains, a World of Ends that cannot be fully understood in terms of anything else, even though we can’t help doing that anyway. Like the universe, the Internet has no other examples.
This is a problem, because all our speech is metaphorical by design, meaning we are always speaking and thinking in terms of something else. According to cognitive linguistics, every “something else” is a frame. And all frames are unconscious nearly all the time, meaning we are utterly unaware of using them.
For example, time is not money, but it is like money, so we speak about time in terms of money. That’s why we “save,” “waste,” “spend,” “lose,” “throw away” and “invest” time. Another example is life. When we say birth is “arrival,” death is “departure,” careers are “paths” and choices are “crossroads,” we are thinking and speaking about life in terms of travel. In fact it is nearly impossible to avoid raiding the vocabularies of money and travel when talking about time and life. And doing it all unconsciously.
These unconscious frames are formed by our experience as creatures in the physical world. You know why we say happy is “up” and sad is “down”? Or why we compare knowledge with “light” and ignorance with “dark”? It’s because we are daytime animals that walk upright. If bats could talk, they would say good is dark and bad is light.
Metaphorical frames are not only unconscious, but complicated and often mixed. In Metaphors We Live By, George Lakoff and Mark Johnson point out that ideas are framed in all the following ways: fashion (“old hat,” “in style,” “in vogue”), money (“wealth,” “two cents worth, “treasure trove”), resources (“mined a vein,” “pool,” “ran out of”), products (“produced,” “turning out,” “generated”), plants (“came to fruition,” “in flower,” “budding”), and people (“gave birth to,” “brainchild,” “died off”).
Yet none of those frames is as essential to ideas as what Michael Reddy calls the conduit metaphor. When we say we need to “get an idea across,” or “that sentence carries little meaning,” we are saying that ideas are objects, expressions are containers, and communications is sending.
So let’s look at the metaphorical frames we use, so far, to make sense of the Internet.
When we call the Internet a “medium” through which “content” can “delivered” via “packets” we “uploaded,” “downloaded” between “producers” and “consumers” through “pipes,” we are using a transport frame.
When we talk about “sites” with “domains” and “locations” that we “architect,” “design,” “build” and “construct” for “visitors” and “traffic” in “world” or a “space: with an “environment,” we are using a real estate frame.
When we talk about “pages” and other “documents” that we “write,” “author,” “edit,” “put up,” “post” and “syndicate,” we are using a publishing frame.
When we talk about “performing” for an “audience” that has an “experience: in a “venue,” we are using a theater frame.
And when we talk about “writing a script for delivering a better experience on a site,” we are using all four frames at the same time.
Yet none can make full sense of the Giant Zero. All of them mislead us into thinking the Giant Zero is other than what it is: a place without distance, and lots of challenges and opportunities that arise from its lack of distance.
Terraforming The Giant Zero
William Gibson famously said “the future is already here, it’s just not evenly distributed.” Since The Giant Zero has only been around for a couple decades so far, we still have a lot of terraforming to do. Most of it, I’d say.
So here is a punch list of terraforming jobs, some of which (I suspect) can’t be done in the physical world we know almost too well.
Cooperation. Getting to know and understand other people over distances was has always been hard. But on The Giant Zero we don’t have distance as an excuse for doing nothing, or for not getting to know and work together with others. How can we use The Giant Zero’s instant proximity to overcome (and take advantage) of our differences, and stop hating The Other, whoever they may be?
Privacy. The Giant Zero doesn’t come with privacy. Nor does the physical world. But distance alone gives some measure of privacy in the physical world. We also invented clothing and shelter as privacy technologies thousands of years ago, and we have well developed manners for respecting personal boundaries. On The Giant Zero we barely have any of that, which shouldn’t be surprising, because we haven’t had much time to develop them yet. In the absence of clothing, shelter and boundaries, it’s ridiculously easy for anyone or anything to spy our browsings and emailings. (See Privacy is an Inside Job for more on that, and what we can do about it.)
Personal agency. The original meaning of agency (derived from the Latin word agere, meaning “to do”), is the power to act with full effect in the world. We lost a lot of that when Industry won the Industrial Revolution. We still lose a little bit every time we click “accept” to one-sided terms the other party can change and we can’t. We also lose power every time we acquiesce to marketers who call us “assets” they “target,” “capture,” “acquire,” “manage,” “control” and “lock in” as if we were slaves or cattle. In The Giant Zero, however, we can come to the market as equals, in full control of our data and able to bring far more intelligence to the market’s table than companies can ever get through data gathered by surveillance and fed into guesswork mills that: a) stupidly assume that we are always buying something and b) still guess wrong at rates that round to 100% of the time. All we need to do is prove that free customers are more valuable than captive ones — to the whole economy. Which we can if we build our own tools for both independence and engagement. (Which we are.)
Politics and governance. Elections in democratic countries have always been about sports: the horse race, the boxing ring, the knockout punch. The Internet changes all that in many ways we already know and more we don’t. But what about governance? What about direct connections between citizens and the systems that serve them? The Giant Zero exists in all local, state, national and global government contexts, waiting to be discovered and used. And how should we start thinking about laws addressing an entirely new world we’ve hardly built and are years away from understanding fully (if we ever will)? In a new world being terraformed constantly, we risk protecting yesterday from last Thursday with laws and regulations that will last for generations — especially when we might find a technical solution next Tuesday to last Thursday‘s problems.
Economics. What does The Giant Zero in our midst mean for money, accounting and everything in Econ 101, 102 and beyond? Today we already have Bitcoin and its distributed ledger, the block chain. Both are only a few years old, and already huge bets are being made on their successes and failures. International monetary systems, credit payment and settlement mechanisms are also challenged by digital systems of many kinds that are zero-based in several different meanings of the expression. How do we create economies that are both native to The Giant Zero and respectful of the physical world it cohabits?
The physical world. We live in an epoch that geologists are starting to call the Anthropocene, because it differs from all that preceded it in one significant way: it is altered countless ways by human activity. At the very least, it is beyond dispute that our species is, from the perspective of the planet itself, a pestilence. We raid it of irreplaceable substances deposited by life forms (e.g. banded iron) and asteroid impacts (gold, silver, uranium and other heavy metals) billions of years ago, and of the irreplaceable combustible remains of plants and animals cooked in the ground for dozens to hundreds of millions of years. We fill the planet’s air and seas with durable and harmful wastes. We wipe out species beyond counting, with impunity. We have littered space with hundreds of thousands of pieces of orbiting crap flying at speeds ten times faster than bullets. The Giant Zero can’t reverse the damage we’ve caused, or reduce our ravenous appetites for more of everything our species selfishly calls a “resource.” But it puts us in the best possible position to understand and deal with the problems we’re causing.
I could go on, but I’d rather put another question to those of you who have made it to the end of this post: Should The Giant Zero be a book? I’m convinced of the need for it and have a pile of material already. Studying all this has also been my focus for a decade as a fellow with the Center for Information Technology and Society at UCSB. But I still have a long way to go.
If pressing on is a good idea, I could use some help thinking it through and pulling materials together. If you’re interested, let me know. No long distance charges apply.
This piece is copied over from this one in Medium, and is my first experiment in publishing first there and second here. Both are expanded and updated from a piece published at publius.cc on May 16, 2008. The drawing of the Internet is by Hugh McLeod. Other images are from Wikimedia Commons.
At the uptown end of the 59th Street/Columbus Circle subway platform there hangs from the ceiling a box with three disks on fat stalks, connected by thick black cables that run to something unseen in the downtown direction. Knowing a few things about radio and how it works, I saw that and thought, Hmm… That has to be a cell. I wonder whose? So I looked at my phone and saw my T-Mobile connection had five dots (that’s iPhone for bars), and said LTE as well. So I ran @Ookla‘s Speedtest app and got the results above.
Pretty good, no?
Sure, you’re not going to binge-watch anything there, or upload piles of pictures to some cloud, but you can at tug on your e-tether to everywhere for a few minutes. Nice to have.
So I’m wondering, @TMobile… Are those speeds the max one should expect from LTE when your local cell is almost as close as your hat?
And how long before you put these along the rest of the A/B/C/D Train routes? (The only other one I know is at 72nd, a B/C stop.) Or the rest of the subway system? In Boston too? BART? (Gotta hit all my cities.)
Meanwhile, thanks for taking care of my Main Stop in midtown.