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drunk-driving

Today AdAge gives us Clinton and Sanders Using Addressable Advertising in New York Market: Precision Targeting Is Especially Relevant in NYC, Say Political Media Observers, by @LowBrowKate. Here’s how it works:

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.

First the market responded with Do Not Track, which the ad industry mocked and ignored. Then the market installed ad blockers and tracking protection in numbers massive enough to comprise the largest boycott in human history. (More than 200 million doing ad blocking alone, by last June.) Again, the industry didn’t listen, and instead went to war with its own consumers and mocked the their choice as a “fad.”

Here is a fact: people value their privacy, safety and time infinitely more than whatever they might get from commercial messages packed around the content they actually demand.

Here is another: anonymity is a form of privacy. One of the graces of watching TV is being anonymous, as both a private individual and part of a crowd.

Advertising respected both those facts before it got body-snatched by direct marketing. Now is the time to respect the difference again, and separate the wheat of respectful advertising from the chaff of disrespectful “addressable targeting” and other junk mail methods that were alien to Madison Avenue before it got drunk on “digital.”

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.

Here is another fact the industry needs to face: people have tools for safeguarding their privacy now, and they’ll get more, whether the industry likes it or not. In fact, the more precisely advertising invades and violates people’s personal spaces, the faster people will acquire the protections they need.

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.

Time to sober up.

Bonus reading: Bob Hoffman, Don Marti, Jason Kint, Dave Carroll, yours truly.

Bonus opportunity to participate in moving from blocking all advertising to welcoming the respectful kind: VRM Day and IIW, the week after next, at the Computer History Museum in Silicon Valley.

The original draft of this post was my comment under the AdAge piece.

It didn't happen in 2010, but it will in 2016.

It didn’t happen in 2010, but it will in 2016.

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.
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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.

Rough impersonal guesswork is tolerable. Totally personalized guesswork is not.

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.)

[Later still…] TechCrunch had some fun throwing Eric Clemons and Danny Sullivan together. Steel Cage Debate On The Future Of Online Advertising: Danny Sullivan Vs. Eric Clemons, says the headline. Eric’s original is Why Advertising is Failing on the Internet. Danny’s reply is at that first link. As you might guess, I lean toward Eric on this one. But this post is a kind of corollary to Eric’s case, which is compressed here (at the first link again):

I stand by my earlier points:

  • Users don’t trust ads
  • Users don’t want to view ads
  • Users don’t need ads
  • 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?

Those questions are all on the table now.

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9 April 2016 — The What They Know series ran in The Wall Street Journal until 2012. Since then the tracking economy has grown into a monster that Shoshana Zuboff calls The Big Other, and Surveillance Capitalism.

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 The Data Bubble II (also in October 2010) I replied,

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.)

And that’s how we turn the tide. This month. We’ll prepare the work on VRM Day (25 April), and then hammer it into code at IIW (26–28 April). By the end of that week we’ll post the term and the code at Customer Commons (which was designed for that purpose, on the Creative Commons model).

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.

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This post also appears in Medium.

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He didn't say it, but let's look at why it's wrong anyway.

He didn’t say it, but let’s look at why it’s wrong anyway.

This is an improved edit of a post I made to a list I’m on. Rather than let it scroll off to oblivion, I decided to put it here as well. The other parties are in italics. I’m in plain text.

If you work in advertising or marketing, kill yourself – Bill Hicks

Brilliant bit. Watch it here. The dude was also deep.

…or, from The Economist in 2013, a wonderful article which draws attention to research which counters the common view about search engine advertising

(which says, among other things…)

…search ads appear to solve a puzzle that has preoccupied advertisers since John Wanamaker, the 19th-century founding father of marketing, reportedly declared: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”

Two problems with that oft-quoted one-liner. One is that Wanamaker didn’t say it. From The Intention Economy:

While this line is customarily attributed to John Wanamaker, he was neither the first nor the only source. In The Quote Verifier: Who Said What, Where, and When (New York: St. Martin’s Press, 2006), Ralph Keys writes, ‘In the United States this business truism is most often attributed to department store magnate John Wanamaker (1838–1922), in England to Lord Leverhulme (William H. Lever, founder of Lever Brothers, 1851–1925). The maxim has also been ascribed to chewing gum magnate William Wrigley, adman George Washington Hill, and adman David Ogilvy. In Confessions of an Advertising Man (1963), Ogilvy himself gave the nod to his fellow Englishman Lord Leverhulme (Lever Brothers was an Ogilvy client), adding that John Wanamaker later made the same observation. Since Wanamaker founded his first department store in 1861, when Lever was ten, this seems unlikely. Fortune magazine thought Wanamaker expressed the famous adage in 1885, but it gave no context. While researching John Wanamaker, King of Merchants (1993), biographer William Allen Zulker found the adage typed on a sheet of paper in Wanamaker’s archives, but without a name or source. Wanamaker usually wrote his own material longhand. Verdict: A maxim of obscure origins, put in famous mouths.’

The other is that it isn’t true. In terms of direct effects (what direct response marketing wants, and the Economist piece concerns itself with), 99.x% of advertising is wasted. In terms of indirect effects (which old fashioned brand advertising wants), 100% might be effective.

In “The Waste in Advertising is the Part That Works,” (Journal of Advertising Research, December, 2004, pp. 375-390.), Tim Ambler and E. Ann Hollier say brand advertising has the effect of making a company familiar, whether the audience likes it or not, and that this is a requirement for any large company selling to a large market. You may never buy a Ford F-150 truck, but you’re damn sure going to know about it if you watch football on TV (and don’t skip the ads). In other words, it doesn’t hurt to have everybody know who you are and what you sell.

In terms of signaling theory in economics (for which Michael Spence won a Nobel prize), “the firm signals the quality of its product to consumers by its willingness to spend money on advertising.” (N. Gregory Mankiw: Principles of Economics, p. 401.)

This was taken for granted in the advertising business for generations. But today it’s being forgotten because advertising is also now digital, and leading the digital craze is the four dimensional shell game called adtech, which is thick with fraud, malware and world-class rudeness — such as planting tracking beacons on your digital person to follow you around the Net and report your activities to parties unknown, all the better to plant crosshairs on your eyeballs as you go about your private business.

The biggest problem with advertising today is that something that wasn’t advertising in the first place — direct response marketing, which includes both junk mail and spam — is now called advertising, because it looks the part. You don’t know whether the GMC ad you see on Huffington Post is there for every reader or just for you (because some tracking-based targeting mechanism has put it there for you).

Lately individuals have been putting a stop to all forms of advertising, with ad and tracking blockers. According to PageFair and Adobe, the number of people blocking ads passed 200 million worldwide last June, with increase rates in the prior year of 41% worldwide, 48% in the U.S. and 82% in the U.K. If this be a boycott, it’s the biggest in human history.

Most of the whining about ad blocking has been from those directly affected: publishers and ad agencies, since ad blocking costs them exposure and therefore income. Approximately no whining is coming from actual advertisers. (Who don’t call themselves that, by the way. They call themselves retailers, car makers, brewers and bankers.) For them advertising is just a line item on the expense side of the balance sheet. They can cut it or re-deploy it in other ways. For example, they can spend on the kind of old-fashioned non-tracking-based advertising they did before direct response marketing (best known as junk mail) body-snatched Madison Avenue, making it “digital” at all costs, including the good will of advertising’s consumers, who now have a valve to shut it off. (Or just to shut off the tracking. The valves are getting better every day.)

Naturally this has caused a “war” to break out. (FWIW, I’ve been covering this for some time. Here’s a list of posts and articles. Three of the most recent are in HBR, MIT Technology Review and Linux Journal.)

This conflation of direct response marketing with old fashioned Madison Avenue brand advertising has too many of us judging the latter by the metrics of the former. Among those is the author of this Economist piece. Let’s continue…

But new research shows that the simple measures often used to assess the impact of search ads may be exaggerating their effectiveness.

Again, while search ads are called ads, they’re really direct marketing. They are data-driven, want to get personal, and are looking for a direct response. Brand advertising is also data-driven, but the data is always in aggregate form, because the targets are populations, not individuals. Brand advertising doesn’t want to get personal. That would be too expensive, might creep people out, and isn’t the idea anyway, because brand advertising isn’t looking for a direct response. All it wants is to make an impression. Not a sale.

Establishing cause and effect in offline advertising is hard. Ads are difficult to target: space on billboards and in newspapers is seen by lots of shoppers. Some of these eyeballs are worth spending money on; others, either because they belong to existing customers or to people who never will be, are not.

But the whole point of billboards is to be “the waste that works.” If you’re McDonalds (the biggest outdoor advertiser in the U.S.), you want every driver to know they serve more kinds of coffee now. If you’re Geico, you want to maintain top-of-mind consideration when people (not just you) get around to buying insurance again (something nobody does every day).

And even when big ad campaigns are followed by strong conclusion—that rising sales are the result of good budgets often rise in good times so that spending and sales grow together, even if the advertisements are useless. The ads and the sales have a common cause—strong demand—but may have no causal link.

Right. And that is not a problem if you’re McDonalds or Geico.

Internet advertising seems to offer a solution to both these problems.

Again, for brand advertising those aren’t problems.

First, internet search ads are targeted: the links that search engines show are based on a combination of the search term a user has typed in and his browsing history. Second, because firms can track whether visitors to their websites come from search-engine links they have paid for, they can work out whether ads convert into sales…

The most tendentious adtech assumption is that everybody is buying something all the time. Most of the time we are not. When I looked up the Bill Hicks videos above, I wasn’t buying anything. In fact when I look through my browsing history over the past week, I find only one shopping example, and that was the exercise in futility that led me to post my buying intentions on my blog. So far the response has been nil. Nobody wants to fix a ten-year-old subwoofer, least of all from a company that’s out of business.

Now here’s what matters about brand advertising in my one little case, and why the waste in it is the part that works: when I replace my busted subwoofer, I am far more likely to be attracted to brands I know than to be swayed by advertising targeted at me because robots that follow me suspect I’m looking for a subwoofer at this moment in time. (None do, by the way. I’m seeing no ads anywhere for subwoofers.)

Another false adtech assumption is that “big data” can “know us better than we know ourselves.” This is worse than wrong: it is delusional, and an insult to our sovereign humanity. All of us are not only different from each other, but from how we were ten minutes ago. To be fully human is to learn and change constantly. “I know this orbit of mine cannot be swept by a carpenter’s compass,” Whitman writes. “I do not trouble my spirit to vindicate itself or be understood… I was never measured, and never will be measured… The spotted hawk swoops by and accuses me. He complains of my gab and my loitering. I too am not a bit tamed. I too am untranslatable. I sound my barbaric yawp over the roofs of the world.”

No direct response advertising system, no big data algorithms, can begin to comprehend the wild, free, untamed, barbaric and untranslatable spotted hawk in each of us. But brand ads can still make us aware that Geico will save you 15% in 15 minutes.

(The next paragraph refers back to an earlier one I snipped.)

To test this problem of “activity bias”, the authors recruited volunteers online and split them into two groups. The first group watched a video promoting Yahoo, and the other group watched a political broadcast. The first group used Yahoo around three times more after seeing the ad, giving the impression it was very influential. But the control group—those subjected to a bout of politics but no Yahoo promotion—also used Yahoo a lot more. Both groups happened to be in an active period of internet use. This is why they were recruited in the first place and why they used Yahoo sense of advertising impact…

Three years ago I was invited to a Yahoo offsite in the Caribbean to give a talk to their biggest advertisers, plus a bunch of celebrities who came along for the junket. I told them the future was one of liberated individuals who would only increase their agency (the power to act with full effect in the world), and that they should place their bets on the side of those individuals, rather than only on adtech, which was all the rage at the time (and still is, although now it’s looking more like a cancer). I also pointed to the rise in ad blocking and its inevitable effect on Yahoo’s business. There was a lot of agreement, but no action. They kept investing in adtech, and we see where they are now.

Bosses should still take Wanamaker’s fear seriously: a rise in sales after an ad campaign does not automatically mean that the ads worked. But it also shows how the online world is getting closer to solving the conundrum he posed. Far from being an industry where cause and effect remain murky, online advertising may yet become one area where the dismal science can predict how to get costs down and profits up.

It would have helped this piece if the signaling corner of the dismal science were sourced as well. So I advise The Economist and others covering advertising to look for signaling in the jewel case that is Don Marti’s blog. On the subject of advertising, there’s none better.

(Somebody280px-Do_not_disturb.svg on Quora asked, What is the social justification of privacy? adding, I am trying to ask about why individual privacy is important to society. Obviously it is preferable to individuals for a variety of reasons. But society seems to gain more from transparency. So, rather than leave my answer buried there, I decided to share it here as well.)

Society is comprised of individuals, and thick with practices and customs that respect individual needs. Privacy is one of those. Only those of us who live naked outdoors without clothing and shelter can do without privacy. The rest of us all have ways of expressing and guarding spaces we call “private” — and that others respect as well.

Private spaces are virtual as well as physical. Society would not exist without well-established norms for expressing and respecting each others’ boundaries. “Good fences make good neighbors,” says Robert Frost.

One would hardly ask to justify the need for privacy before the Internet came along; but it is a question now because the virtual world, like nature in the physical one, doesn’t come with privacy. By nature we are naked in both. The difference is that we’ve had many millennia to work out privacy in the physical world, and approximately two decades to do the same in the virtual one. That’s not enough time.

In the physical world we get privacy from clothing and shelter, plus respect for each others’ boundaries, which are established by mutual understandings of what’s private and what’s not. All of these are both complex and subtle. Clothing, for example, customarily covers what we (in English vernacular at least) call our “privates,” but also allow us selectively to expose parts of our bodies, in various ways and degrees, depending on social setting, weather and other conditions. Privacy in our sheltered spaces is also modulated by windows, doors, shutters, locks, blinds and curtains. How these signal intentions differs by culture and setting, but within each the signals are well understood, and boundaries are respected. Some of these are expressed in law as well as custom. In sum they comprise civilized life.

Yet life online is not yet civilized. We still lack sufficient means for expressing and guarding private spaces, for putting up boundaries, for signaling intentions to each other, and for signaling back respect for those signals. In the absence of those we also lack sufficient custom and law. Worse, laws created in the physical world do not all comprehend a virtual one in which all of us, everywhere in the world, are by design zero distance apart — and at costs that yearn toward zero as well. This is still very new to human experience.

In the absence of restricting customs and laws it is easy for those with the power to penetrate our private spaces (such as our browsers and email clients) to do so. This is why our private spaces online today are infected with tracking files that report our activities back to others we have never met and don’t know. These practices would never be sanctioned in the physical world, but in the uncivilized virtual world they are easy to rationalize: Hey, it’s easy to do, everybody does it, it’s normative now, transparency is a Good Thing, it helps fund “free” sites and services, nobody is really harmed, and so on.

But it’s not okay. Just because something can be done doesn’t mean it should be done, or that it’s the right thing to do. Nor is it right because it is, for now, normative, or because everybody seems to put up with it. The only reason people continue to put up with it is because they have little choice — so far.

Study after study show that people are highly concerned about their privacy online, and vexed by their limited ability to do anything about its absence. For example —

  • Pew reports that “93% of adults say that being in control of who can get information about them is important,” that “90% say that controlling what information is collected about them is important,” that 93% “also value having the ability to share confidential matters with another trusted person,” that “88% say it is important that they not have someone watch or listen to them without their permission,” and that 63% “feel it is important to be able to “go around in public without always being identified.”
  • Ipsos, on behalf of TRUSTe, reports that “92% of U.S. Internet users worry about their privacy online,” that “91% of U.S. Internet users say they avoid companies that do not protect their privacy,” “22% don’t trust anyone to protect their online privacy,” that “45% think online privacy is more important than national security,” that 91% “avoid doing business with companies who I do not believe protect my privacy online,” that “77% have moderated their online activity in the last year due to privacy concerns,” and that, in sum, “Consumers want transparency, notice and choice in exchange for trust.”
  • Customer Commons reports that “A large percentage of individuals employ artful dodges to avoid giving out requested personal information online when they believe at least some of that information is not required.” Specifically, “Only 8.45% of respondents reported that they always accurately disclose personal information that is requested of them. The remaining 91.55% reported that they are less than fully disclosing.”
  • The Annenberg School for Communications at the University of Pennsylvania reports that “a majority of Americans are resigned to giving up their data—and that is why many appear to be engaging in tradeoffs.” Specifically, “91% disagree (77% of them strongly) that ‘If companies give me a discount, it is a fair exchange for them to collect information about me without my knowing.'” And “71% disagree (53% of them strongly) that ‘It’s fair for an online or physical store to monitor what I’m doing online when I’m there, in exchange for letting me use the store’s wireless internet, or Wi-Fi, without charge.'”

There are both policy and market responses to these findings. On the policy side, Europe has laws protecting personal data that go back to the Data Protection Directive of 1995. Australia has similar laws going back to 1988. On the market side, Apple now has a strong pro-privacy stance, posted Privacy – Apple, taking the form an open letter to the world from CEO Tim Cook. One excerpt:

“Our business model is very straightforward: We sell great products. We don’t build a profile based on your email content or web browsing habits to sell to advertisers. We don’t ‘monetize’ the information you store on your iPhone or in iCloud. And we don’t read your email or your messages to get information to market to you. Our software and services are designed to make our devices better. Plain and simple.”

But we also need tools that serve us as personally as do our own clothes. And we’ll get them. The collection of developers listed here by ProjectVRM are all working on tools that give individuals ways of operating privately in the networked world. The most successful of those today are the ad and tracking blockers listed under Privacy Protection. According to the latest PageFair/Adobe study, the population of persons blocking ads online passed 200 million in May of 2015, with a 42% annual increase in the U.S. and an 82% rate in the U.K. alone.

These tools create and guard private spaces in our online lives by giving us ways to set boundaries and exclude unwanted intrusions. These are primitive systems, so far, but they do work and are sure to evolve. As they do, expect the online world to become as civilized as the offline one — eventually.

For more about all of this, visit my Adblock War Series.

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I’ll be on a webinar this morning talking with folks about The Intention Economy and the Rise in Customer Power. That link goes to my recent post about it on the blog of Modria, the VRM company hosting the event.

It’s at 9:30am Pacific time. Read more about it and register to attend here. There it also says “As a bonus, all registered attendees will receive a free copy of Doc’s latest book, The Intention Economy: How Customers Are Taking Charge in either printed or Kindle format.”

See/hear you there/then.

 

 

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reader-publisher-advertiser-safeadsTake a look at any ad, for anything, online.

Do you know whether or not it’s meant for you personally — meaning that you’ve been tracked somehow, and that tracking has been used to aim the ad at you? Chances are you don’t, and that’s a problem.

Sometimes the tracking is obvious, especially with retargeted ads. (Those are the shoes or hats or fishing poles that follow you to sites B, C and D after you looked at something like them at site A.) But most of the time it’s not.

Being followed around the Web is not among the things most of us want when we visit a website. Nor is it what we expect from most advertising.

Yet much of today’s advertising online comes with privacy-invading tracking files that slows page loads, drives up data use on our mobile devices and sometimes carries a bonus payload of malware.

So we block ads — in droves so large that ad blocking now comprises the largest boycott of anything in human history.

Reduced to a hashtag, what we say with our ad blockers is #NoAds. But even AdBlock Plus (the top ad blocker and the most popular* add-on overall), whitelists what its community calls “acceptable ads” by default.

So there is some market acceptance, if not demand, for some advertising. Specifically, Adblock Plus’s Acceptable Ads Manifesto whitelists ads that:

  1. are not annoying.
  2. do not disrupt or distort the page content we’re trying to read.
  3. are transparent with us about being an ad.
  4. are effective without shouting at us.
  5. are appropriate to the site that we are on.

Those are all fine, but none of them yet draws a line between what you, or anybody, knows is safe, and what isn’t.

In Separating advertising’s wheat and chaff, I draw that line between ads aimed at populations and ads aimed at you (because you’re being tracked). Here’s one way of illustrating the difference:

wheat-chaff-division2

As Don Marti puts it in Targeted Advertising Considered Harmful, #SafeAds carry a signal that personally targeted ads do not. For one thing, they don’t carry the burden of requiring that every ad perform in some way, preferably with an action by you. He explains,

Richard E. Kihlstrom and Michael H. Riordan explained the signaling logic behind advertising in a 1984 paper.

When a firm signals by advertising, it demonstrates to consumers that its production costs and the demand for its product are such that advertising costs can be recovered. In order for advertising to be an effective signal, high-quality firms must be able to recover advertising costs while low-quality firms cannot.

Kevin Simler writes, in Ads Don’t Work that Way,

Knowing (or sensing) how much money a company has thrown down for an ad campaign helps consumers distinguish between big, stable companies and smaller, struggling ones, or between products with a lot of internal support (from their parent companies) and products without such support. And this, in turn, gives the consumer confidence that the product is likely to be around for a while and to be well-supported. This is critical for complex products like software, electronics, and cars, which require ongoing support and maintenance, as well as for anything that requires a big ecosystem (e.g. Xbox).

In my wheat & chaff post, I said,

Let’s fix the problem ourselves, by working with the browser and ad and tracking blockers to create simple means for labeling the wheat and restricting our advertising diet to it.

So this is my concrete suggestion: label every ad not aimed by tracking with the hashtag “#SafeAd.”

It shouldn’t be hard. The adtech industry has AdChoices, a complicated program that supposedly puts you “in control of your Internet experience with interest-based advertising—ads that are intended for you, based on what you do online.”

Credit where due: at least it shows that advertisers are willing to label their ads. A #SafeAd hashtag (and/or some simple code that speaks to ad and tracking blockers) would do the same thing, with less overhead, with a nice clear signal that users can appreciate.

#SafeAds is the only trail I know beyond the pure-prophylaxis #NoAds signal that ad blocking sends to publishers and advertisers today. So let’s blaze it.

* That’s for Firefox. I can’t find an equivalent list for other browsers. Help with that is welcome.

no-ads-trackingHere is a list of pieces I’ve written on what has come to be known as the “adblock wars.” That term applies most to #22 (written August of ’15) those that follow. But the whole series works as a coherent whole that might make a good book if a publisher is interested.

  1. Why online advertising sucks, and is a bubble (31 October 2008)
  2. After the advertising bubble bursts (23 March 2009)
  3. The Data Bubble (31 July 2010)
  4. The Data Bubble II (30 October 2010)
  5. A sense of bewronging (2 April 2011)
  6. For personal data, use value beats sale value (13 February 2012)
  7. Stop making cows. Quit being calves. (21 February 2012)
  8. An olive branch to advertising (12 September 2012, on the ProjectVRM blog)
  9. What could/should advertising look like in 2020, and what do we need to do now for this future? (Wharton’s Future of Advertising project, 13 November 2012)
  10. Bringing manners to marketing (12 January 2013 in Customer Commons)
  11. Thoughts on Privacy (31 August 2013)
  12. What the ad biz needs is to evict direct marketing (6 October 2013)
  13. We are not fish and advertising is not food (23 January 2014 in Customer Commons)
  14. Earth to Mozilla: Come back home (12 April 2014)
  15. Why to avoid advertising as a business model (25 June 2014, re-running Open Letter to Meg Whitman, which ran on 15 October 2000 in my old blog)
  16. Time for digital emancipation (27 July 2014)
  17. Privacy is personal (2 July 2014 in Linux Journal)
  18. On marketing’s terminal addiction to data fracking and bad guesswork (10 January 2015)
  19. Thoughts on tracking based advertising (18 February 2015)
  20. Because freedom matters (26 March 2015)
  21. On taking personalized ads personally (27 March 2015)
  22. Captivity rules (29 March 2015)
  23. Separating advertising’s wheat and chaff (12 August 2015)
  24. Apple’s content blocking is chemo for the cancer of adtech (26 August 2015)
  25. Will content blocking push Apple into advertising’s wheat business? (29 August 2015)
  26. If marketing listened to markets, they’d hear what ad blocking is telling them (8 September 2015)
  27. Debugging adtext assumptions (18 September 2015)
  28. How adtech, not ad blocking, breaks the social contract (23 September 2015)
  29. A way to peace in the adblock war (21 September 2015, on the ProjectVRM blog)
  30. Beyond ad blocking — the biggest boycott in human history (28 Septemper 2015)
  31. Dealing with Boundary Issues (1 October 2015 in Linux Journal)
  32. Helping publishers and advertisers move past the ad blockade (11 October on the ProjectVRM blog)
  33. How #adblocking matures from #NoAds to #SafeAds (22 October 2015)
  34. How Will the Big Data Craze Play Out (1 November 2015 in Linux Journal)
  35. Ad Blockers and the Next Chapter of the Internet (5 November in Harvard Business Review)
  36. At last, Cluetrain’s time has come (5 December 2015)
  37. The End of Internet Advertising as We’ve Known It (11 December 2015 in MIT Technology Review)
  38. More thoughts on privacy (13 December 2015)
  39. Why ad blocking is good (17 December 2015 talk at the U. of Michigan)
  40. What we can do with ad blocking’s leverage (1 January 2016 in Linux Journal)
  41. Rethinking John Wanamaker (18 January 2016)

There are others, but those will do for now.

In an email today I was asked by a PR person if I wanted to talk with somebody at a major newspaper about its foray into “native” advertising, a euphemism for ads made to look like editorial matter. Among other things they asked if native advertising would “signify the death of credible journalism.” Here was my response:

I think tricking up advertising to look like journalism crosses a line I wish (name of paper) would keep up as a thick wall.

In publishing, editorial is church and advertising is state. The difference should be clear, and the latter should not be confused with the former. For nearly all its history, this was the case with (name of paper), and all serious publications.

While native ads don’t signify the death of credible journalism, they do signify a sell-out by publishers using them.

If (person at the paper) wants to try convincing me otherwise, I’m game. But be warned that the likelihood that I’ll give native ads a positive spin — for any pub — is close to nil.

“Native advertising” is just one poison arrow in the quiver of “content marketing“—a Borg that wants to assimilate all the media it pays to fill with itself. Both “native advertising” and “content marketing” began to trend in 2012.

Bonus link — Andrew Sullivan on Native Ads: Journalism has surrendered. Great interview.

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