In one corner sit me, Don Marti, Phil Windley, Dave Winer, Eben Moglen, John Perry Barlow, Cory Doctorow, Aral Balkan, Adriana Lukas, Keith Hopper, Walt Whitman, William Ernest Henley, the Indie Web people, the VRM development community, authors of the Declaration of Independence, and the freedom-loving world in general. We hold as self-evident that personal agency and independence matter utterly, that free customers are more valuable than captive ones, that personal data belongs more to persons themselves than to those gathering it, that conscious signaling of intent by individuals is more valuable than the inferential kind that can only be guessed at, that spying on people when they don’t know about it or like it is wrong, and so on.
In the other corner sits the rest of the world, or what seems like it. Contented with captivity.
The last two posts here — Because Freedom Matters and On taking personalized ads personally — are part of the dialog that mostly flows under this post of mine on Facebook. They advocate freedom and argue against captivity and the surveillance state that comprises most of commercial life online.
I just don’t feel the need to see ads on Facebook. I have no personal or professional interest, and AdBlock/AdBlock+ has filtered out most for me. Oddly, since commenting on your post, I have seen 3 ads in the side bar. One was for “a small orange” and scored a direct hit! I recently read something by Chris Kovacs (Stavros the Wonder Chicken) praising the small orange hosting service so I was primed. Now, with this targeted ad coinciding with some expirations at BlueHost, GoDaddy and Dreamhost, I’m taking the plunge and consolidating accounts. Score one for Facebook targeted ads! The ads for a CreativeLive “Commercial Beauty Retouching” class and for Gartner Tableau didn’t cut it for me today, but — eh? who knows? On any given Thursday I might click through. But I really need to clean up that sidebar again. Three ads is too many.
In response to Don’s Targeted Advertising Considered Harmful, Karel writes,
I don’t understand views like the one in this semi-endorsed article. Targeted advertising is aiming at the commercial fulfillment of “intention”. These are the agents that will understand what people want.
I do understand the walled garden problem, and the monopoly risk of only one company having all of this intent information. Yet, they are required to protect privacy, and all their credibility rests on that trust.
And that’s not all.
Earlier today I heard back from an old friend who wanted me to comment on his company’s approach to programmatic marketing. I invited Don in to help, and we produced a long and thoughtful set of replies to my friend’s questions (or assumptions) about programmatic (as it’s called, the adjective serving as a noun). I’ll compress and paraphrase my friend’s reply:
Automated matching is here to stay. We need to work with it rather than against it.
Facebook cares about privacy. Mark Zuckerberg even mentioned privacy in his keynote at the F8 Developer’s Conference in San Francisco.
Facebook has always been cautious about intrusive advertising.
While many don’t like surveillance and personal targeting, most programmatic marketing is in fact non-personal — it doesn’t use without personally identifiable information (PII). This is actually good for privacy.
In Europe, at least, there are laws regarding personally identifiable information and all the ways it cannot be used.
So maybe we freedom-lovers have to take their points. At least for now.
The flywheels of programmatic are huge. While survey after survey says most people have some discomfort with it, those people aren’t leaving Facebook in droves. On the contrary, they continue to flock there, regardless of Facebook’s threat (or promise) to absorb more of everybody’s life online.
In Fast Company, Mark Wilson (@ctrlzee) unpacks Facebook’s 10-Year Plan to Become The Matrix. (His tweeted pointer says “Facebook’s 10-year plan to trap you in The Matrix.”) I think he’s right. After reading that, and doing his usual deep and future-oriented thinking, Dave recorded this 12-minute podcast on empathy, because we’re all going to need it. And yet I am sure Dave’s ‘cast, my posts, and others like it, will leave most people, especially those in the online advertising business, unpersuaded. Life is too cushy on the inside. Never mind that privacy is absent there.
“If the golden rule applied to online advertising, none of it would be based on surveillance,” somebody said. But the ad biz obeys the gelden rule, not the golden one. They believe robotic agents can “understand what people want” better than people can communicate it themselves. And they’re making great money at it. Hey, can’t argue with excess.
And hell, when even Frank Paynter (one of us freedom-loving types) kinda digs Facebook scoring an advertising bulls-eye on his ass, maybe the uncanny valley is just uncanny, period. Which is what Facebook wants. More surveillance, more shots, more scores. Rock on.
So let’s face it: captivity rules — until we can prove that freedom beats it.
If you want to work toward freedom, IIW is a good place to start (or, for veterans, to keep it up). Week after next. See you there.
If not, join the crowd.
[Later…] Frank has a helpful comment below, and Karel has responded with this long piece, which I’ll read ASAP after I get off the road, probably tomorrow (Monday) night, though it might be later.
Meanwhile, thanks to both guys, and to everybody on the Facebook thread, for weighing in and taking this thing deeper. Much appreciated.