> can you PLEASE be transparent about how you collect my data and manage my data in a safe, responsible way. Do that first, build up trust, and yes, then I imagine there would be a lot more people being okay handing over their data
The issue is that this is surprisingly difficult to do. 2 years ago, I attended a grad exhibition at the design school I was a student at, and one guy had tried to redesign the terms of use, permissions and privacy policies in mobile apps to make them more visible to people.
He found that the apps present these as walls of text that people quickly dismiss by pressing a button, but if you "reframe" it in different ways, like for example a contract that needs a signature, people are more likely to *not* agree to it, and read it more carefully.
Getting users to make informed consent choices about where there data is going is going to be an enormous challenge - we’ve got on average dozens of apps on our phones and it’s going to be overwhelming to communicate all this to people in a user friendly way. I’m not super confident that this new push towards privacy by Apple and Google is really going to help people overall.
The advertisers have three problems that they've never had to consider before:
They can no longer compete on price (P1) as the internet will expose any claims of advantage;
They cannot compete on place (P2) as Globalisation and ICT advances have made it irrelevant;
They cannot compete on product (P3) as most products are essentially indistinguishable or have no tangible components - that's why most ads are merely saccharine lullabys which seek only positive brand recognition, or First-Adapter appeals (good-looking bikini and boardshort wearing 'teens' jumping in pools, smiling, dancing and consuming the product).
All of this makes the other two 'P' (people and promotion) irrelevant.
Effectively, marketers are out of bullets. The best they can do is use your data to target you with similar-product promotions and hope that you are too lazy to do your own searching and hooked on meaningless consumption.
Facebook just happens to collect oceans of information that give marketers some hope of attracting new customers.
Honestly, I think framing the rising price of ads as inflation misses that it’s a good thing for big ad buyers. If you are Disney or Coca-Cola, driving up the price of ad buys is fine. You can afford it but smaller entrants to the market can’t. Your ad budget is probably relatively insensitive to the price of ads, and more about drowning out competition then informing customers about the delicious new taste of coke. Pretty much a win-win
Advertising Stagflation
> can you PLEASE be transparent about how you collect my data and manage my data in a safe, responsible way. Do that first, build up trust, and yes, then I imagine there would be a lot more people being okay handing over their data
The issue is that this is surprisingly difficult to do. 2 years ago, I attended a grad exhibition at the design school I was a student at, and one guy had tried to redesign the terms of use, permissions and privacy policies in mobile apps to make them more visible to people.
He found that the apps present these as walls of text that people quickly dismiss by pressing a button, but if you "reframe" it in different ways, like for example a contract that needs a signature, people are more likely to *not* agree to it, and read it more carefully.
Getting users to make informed consent choices about where there data is going is going to be an enormous challenge - we’ve got on average dozens of apps on our phones and it’s going to be overwhelming to communicate all this to people in a user friendly way. I’m not super confident that this new push towards privacy by Apple and Google is really going to help people overall.
The advertisers have three problems that they've never had to consider before:
They can no longer compete on price (P1) as the internet will expose any claims of advantage;
They cannot compete on place (P2) as Globalisation and ICT advances have made it irrelevant;
They cannot compete on product (P3) as most products are essentially indistinguishable or have no tangible components - that's why most ads are merely saccharine lullabys which seek only positive brand recognition, or First-Adapter appeals (good-looking bikini and boardshort wearing 'teens' jumping in pools, smiling, dancing and consuming the product).
All of this makes the other two 'P' (people and promotion) irrelevant.
Effectively, marketers are out of bullets. The best they can do is use your data to target you with similar-product promotions and hope that you are too lazy to do your own searching and hooked on meaningless consumption.
Facebook just happens to collect oceans of information that give marketers some hope of attracting new customers.
Honestly, I think framing the rising price of ads as inflation misses that it’s a good thing for big ad buyers. If you are Disney or Coca-Cola, driving up the price of ad buys is fine. You can afford it but smaller entrants to the market can’t. Your ad budget is probably relatively insensitive to the price of ads, and more about drowning out competition then informing customers about the delicious new taste of coke. Pretty much a win-win