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Thoughts on tracking-based advertising

February 18, 2015 in Business, Internet, Technology | 9 comments

Screen Shot 2015-02-18 at 11.07.22 PMYesterday  and I were guests on screen at a  session in Manchester, hosted by Julian Tait (@Julianlstar) and Ian Forrester (@cubicgarden). We talked for a long time about a lot of stuff (here’s a #cmngrnd search featuring some of it); but what seems to have struck the Chord of Controversy was something I blabbed: “Tracking-based advertising is creepy and wrong… and needs to be wiped out.” Martin Bryant (@MartinSFP) tweeted a video clip and a series of other tweets followed. Here’s a copy/paste, which loses a little between Twitter and WordPress):

  1.  and  favorited a Tweet you were mentioned in Feb 17:  People dont realise how much worse our experiences with ads would be if they werent personalised
  2.  favorited a Tweet you were mentioned in

    Feb 17:  I prefer personalised advertising, and working for a media startu, it’s better for us. But still, many find it creepy

  3.  Feb 17  targeted ads allow new players to enter the market. W/o it, it’s cost-prohibitive and incumbents can only play.
  4.  Feb 17  agreed
  5.  favorited a Tweet you were mentioned in

    Feb 17:  People dont realise how much worse our experiences with ads would be if they werent personalised

  6.   Feb 17  People dont realise how much worse our experiences with ads would be if they werent personalised
  7.  retweeted some Tweets you were mentioned in

    Feb 17: Tracking-based advertising is “creepy and wrong… and needs to be wiped out,” says

  8.  retweeted a Tweet you were mentioned in

    Feb 17: Tracking-based advertising is “creepy and wrong… and needs to be wiped out,” says

  9.  Feb 17 Manchester, England  I prefer personalised advertising, and working for a media startu, it’s better for us. But still, many find it creepy
  10.  Feb 17  I’d like to debate on this topic. I’ll take the side of the advertiser.
  11.  and  favorited a Tweet you were mentioned in Feb 17: Tracking-based advertising is “creepy and wrong… and needs to be wiped out,” says   
  12.  and 5 others retweeted a photo you were tagged in

    Feb 17: Let’s talk the Cluetrain Manifesto… Here’s and .

     Feb 17Manchester, England Tracking-based advertising is “creepy and wrong… and needs to be wiped out,” says

    1.  favorited a Tweet you were mentioned in
      Feb 17:  I’d like to debate on this topic. I’ll take the side of the advertiser.
    2.  favorited your Tweet
      22h:  Wow, that was quick. Thanks! Meanwhile, and will also help.
    3.  23h23 hours ago

      ha, I’m happy to being proven wrong! That means I’ve learned something. Will follow up…

    4.   23h23 hours ago

      will to learn about your perspective before we debate 😉

      Embedded image permalink
    5.  favorited your Tweet
      23h:   Read my book first and see if you still want to argue.

So, while Cyrus awaits his copy of the book, I thought I’d share a few links on the topic, before I hit the sack, jet-lagged, here in London.

First, a search for my name and advertising. Among those the one that might say the most (in the fewest words) is this post at Wharton’s Future of Advertising site.

Second, dig pretty much everything that Don Marti has been writing about business, starting with Targeted Advertising Considered Harmful. My case — the one people who like personalized advertising might want to argue with — is Don’s. He became my thought leader on the subject back when he was helping me with research for The Intention Economy, and he’s been adding value to his own insights steadily in the years since. (BTW, I’m not a stranger to the business, having been a founder and creative director for Hodskins Simone & Searls, one of Silicon Valley’s leading ad agencies back in the last millennium.)

When I get a chance I’ll write more on the topic, but for now I need some sleep.,

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