If behavioural ads aren’t more effective than contextual ads, what is all of that data collected for?
If websites opted for a context ads and privacy-focused analytics approach, cookie banners could become obsolete…
Tuesday, January 5th, 2021
Saturday, December 19th, 2020
See, that’s what I’m talking about;
Levy deftly conflates “advertising” and “personalized advertising”, as if there are no ways to target people planning a wedding without surveilling their web browsing behaviour. Facebook’s campaign casually ignores decades of advertising targeted based on the current webpage or video instead of who those people are because it would impact Facebook’s primary business. Most people who are reading an article about great wedding venues are probably planning a wedding, but you don’t need quite as much of the ad tech stack to make that work.
Tuesday, December 8th, 2020
Feel bad because your favourite artists aren’t getting any income from Spotify? Here’s a handy tool from Hype Machine that allows you to import Sportify playlists and see where you can support those artists on Bandcamp.
Monday, November 30th, 2020
Imagine if you were told that fossil fuels were the only way of extracting energy. It would be an absurd claim. Not only are other energy sources available—solar, wind, geothermal, nuclear—fossil fuels aren’t even the most effecient source of energy. To say that you can’t have energy without burning fossil fuels would be pitifully incorrect.
And yet when it comes to online advertising, we seem to have meekly accepted that you can’t have effective advertising without invasive tracking. But nothing could be further from the truth. Invasive tracking is to online advertising as fossil fuels are to energy production—an outmoded inefficient means of getting substandard results.
Before the onslaught of third party cookies and scripts, online advertising was contextual. If I searched for property insurance, I was likely to see an advertisement for property insurance. If I was reading an article about pet food, I was likely to be served an advertisement for pet food.
Simply put, contextual advertising ensured that the advertising that accompanied content could be relevant and timely. There was no big mystery about it: advertisers just needed to know what the content was about and they could serve up the appropriate advertisement. Nice and straightforward.
What if, instead of matching the advertisement to the content, we could match the advertisement to the person? Regardless of what they were searching for or reading, they’d be served advertisements that were relevant to them not just in that moment, but relevant to their lifestyles, thoughts and beliefs? Of course that would require building up dossiers of information about each person so that their profiles could be targeted and constantly updated. That’s where cross-site tracking comes in, with third-party cookies and scripts.
This is behavioural advertising. It has all but elimated contextual advertising. It has become so pervasive that online advertising and behavioural advertising have become synonymous. Contextual advertising is seen as laughably primitive compared with the clairvoyant powers of behavioural advertising.
But there’s a problem with behavioural advertising. A big problem.
It doesn’t work.
First of all, it relies on mind-reading powers by the advertising brokers—Facebook, Google, and the other middlemen of ad tech. For all the apocryphal folk tales of spooky second-guessing in online advertising, it mostly remains rubbish.
None of this works. They are still trying to sell me car insurance for my subway ride.
Have you actually paid attention to what advertisements you’re served? Maciej did:
I saw a lot of ads for GEICO, a brand of car insurance that I already own.
I saw multiple ads for Red Lobster, a seafood restaurant chain in America. Red Lobster doesn’t have any branches in San Francisco, where I live.
Finally, I saw a ton of ads for Zipcar, which is a car sharing service. These really pissed me off, not because I have a problem with Zipcar, but because they showed me the algorithm wasn’t even trying. It’s one thing to get the targeting wrong, but the ad engine can’t even decide if I have a car or not! You just showed me five ads for car insurance.
And yet in the twisted logic of ad tech, all of this would be seen as evidence that they need to gather even more data with even more invasive tracking and surveillance.
It turns out that bizarre logic is at the very heart of behavioural advertising. I highly recommend reading the in-depth report from The Correspondent called The new dot com bubble is here: it’s called online advertising:
It’s about a market of a quarter of a trillion dollars governed by irrationality.
The benchmarks that advertising companies use – intended to measure the number of clicks, sales and downloads that occur after an ad is viewed – are fundamentally misleading. None of these benchmarks distinguish between the selection effect (clicks, purchases and downloads that are happening anyway) and the advertising effect (clicks, purchases and downloads that would not have happened without ads).
Suppose someone told you that they keep tigers out of their garden by turning on their kitchen light every evening. You might think their logic is flawed, but they’ve been turning on the kitchen light every evening for years and there hasn’t been a single tiger in the garden the whole time. That’s the logic used by ad tech companies to justify trackers.
Tracker-driven behavioural advertising is bad for users. The advertisements are irrelevant most of the time, and on the few occasions where the advertising hits the mark, it just feels creepy.
Tracker-driven behavioural advertising is bad for advertisers. They spend their hard-earned money on invasive ad tech that results in no more sales or brand recognition than if they had relied on good ol’ contextual advertising.
Tracker-driven behavioural advertising is good for the middlemen doing the tracking. Facebook and Google are two of the biggest players here. But that doesn’t mean that their business models need to be permanently anchored to surveillance. The very monopolies that make them kings of behavioural advertising—the biggest social network and the biggest search engine—would also make them titans of contextual advertising. They could pivot from an invasive behavioural model of advertising to a privacy-respecting contextual advertising model.
The incumbents will almost certainly resist changing something so fundamental. It would be like expecting an energy company to change their focus from fossil fuels to renewables. It won’t happen quickly. But I think that it may eventually happen …if we demand it.
In the meantime, we can all play our part. Just as we can do our bit for the environment at an individual level by sorting our recycling and making green choices in our day to day lives, we can all do our bit for the web too.
The least we can do is block third-party cookies. Some browsers are now doing this by default. That’s good.
Alas, because this software is labelled under ad blocking, it has led to the ludicrous situation of an ethical argument being made to allow surveillance and tracking! It goes like this: websites need advertising to survive; if you block the ads, then you are denying these sites revenue. That argument would make sense if we were talking about contextual advertising. But it makes no sense when it comes to behavioural advertising …unless you genuinely believe that online advertising has to be behavioural, which means that online advertising has to track you to be effective. Such a belief would be completely wrong. But that doesn’t stop it being widely held.
To argue that there is a moral argument against blocking trackers is ridiculous. If anything, there’s a moral argument to be made for installing anti-tracking software for yourself, your friends, and your family. Otherwise we are collectively giving up our privacy for a business model that doesn’t even work.
It’s a shame that advertisers will lose out if tracking-blocking software prevents their ads from loading. But that’s only going to happen in the case of behavioural advertising. Contextual advertising won’t be blocked. Contextual advertising is also more lightweight than behavioural advertising. Contextual advertising is far less creepy than behavioural advertising. And crucially, contextual advertising works.
That shouldn’t be a controversial claim: the idea that people would be interested in adverts that are related to the content they’re currently looking at. The greatest trick the ad tech industry has pulled is convincing the world that contextual relevance is somehow less effective than some secret algorithm fed with all our data that’s supposed to be able to practically read our minds and know us better than we know ourselves.
Y’know, if this mind-control ray really could give me timely relevant adverts, I might possibly consider paying the price with my privacy. But as it is, YouTube still hasn’t figured out that I’m not interested in Top Gear or football.
The next time someone is talking about the necessity of advertising on the web as a business model, ask for details. Do they mean contextual or behavioural advertising? They’ll probably laugh at you and say that behavioural advertising is the only thing that works. They’ll be wrong.
I know it’s hard to imagine a future without tracker-driven behavioural advertising. But there are no good business reasons for it to continue. It was once hard to imagine a future without oil or coal. But through collective action, legislation, and smart business decisions, we can make a cleaner future.
Saturday, November 21st, 2020
As Antitrust Pressure Mounts, Google to Pull Back Benefit to News Sites That Adopted Its Preferred Mobile Technology – The Markup
More great reporting from Adrianne Jeffries at The Markup.
An engineer at a major news publication who asked not to be named because the publisher had not authorized an interview said Google’s size is what led publishers to use AMP.
Sunday, November 1st, 2020
Wednesday, October 21st, 2020
A devastating deep dive into the hype of blockchain, written by Jesse Frederik and translated by Hannah Kousbroek:
I’ve never seen so much incomprehensible jargon to describe so little. I’ve never seen so much bloated bombast fall so flat on closer inspection. And I’ve never seen so many people searching so hard for a problem to go with their solution.
Monday, October 19th, 2020
To be blunt, I feel we, the folks who have been involved with designing and developing for the web for a significant period of time–including me as I feel a strong sense of personal responsibility here–are in no small part responsible for it falling far short of its promise.
Tuesday, October 13th, 2020
The unfair collusion between Google AMP and Google Search might just bite ‘em on the ass.
Monday, October 12th, 2020
Clearleft turned fifteen this year. We didn’t make a big deal of it. What with The Situation and all, it didn’t seem fitting to be self-congratulatory. Still, any agency that can survive for a decade and a half deserves some recognition.
I didn’t make too much of a big deal of it back then. I think I was afraid I’d jinx it. I still kind of feel that way. Fifteen years of success? Beginner’s luck.
Despite being one of the three founders, I was never an owner of Clearleft. I let Andy and Rich take the risks and rewards on their shoulders while I take a salary, the same as any other employee.
But now, after fifteen years, I am also an owner of Clearleft.
Clearleft is now owned by an employee ownership trust. This isn’t like owning shares in a company—a common Silicon Valley honeypot. This is literally owning the company. Shares are transferable—this isn’t. As long as I’m an employee at Clearleft, I’m a part owner.
On a day-to-day basis, none of this makes much difference. Everyone continues to do great work, the same as before. The difference is in what happens to any profit produced as a result of that work. The owners decide what to do with that profit. The owners are us.
In most companies you’ve got a tension between a board representing the stakeholders and a union representing the workers. In the case of an employee ownership trust, the interests are one and the same. The stakeholders are the workers.
It’ll be fascinating to see how this plays out. Check back again in fifteen years.
Sunday, August 16th, 2020
Now this is the kind of response I was hoping to stir up with the first season of the Clearleft podcast!
With echos of design’s subjugation reverberating across all six episodes, this first season inadvertently told the story of how my profession has been captured by a desire to serve business interests above all others, while being disarmed by its tendency for introspection and need to be recognised.
Can digital design redeem itself? I hope so. Maybe in the next season of the Clearleft podcast, we’ll find out how.
Friday, July 31st, 2020
I probably need to upgrade the Huffduffer server but Maciej nails why that’s an intimidating prospect:
Doing this on a live system is like performing kidney transplants on a playing mariachi band. The best case is that no one notices a change in the music; you chloroform the players one at a time and try to keep a steady hand while the band plays on. The worst case scenario is that the music stops and there is no way to unfix what you broke, just an angry mob. It is very scary.
Tuesday, July 28th, 2020
I’ve been using Duck Duck Go for ages so I didn’t realise quite how much of a walled garden Google search has become.
41% of the first page of Google search results is taken up by Google products.
Note the fear with which publishers talk about Google (anonymously). It’s the same fear that app developers exhibit when talking about Apple (anonymously).
Ain’t centralisation something?
Friday, June 26th, 2020
I feel for BaseCamp, I do. But give up on the native app path. Make sure your existing web interface is a good progressive web app and you can end-run around Apple.
Tuesday, April 28th, 2020
There is a huge world out there where design isn’t embraced, where designers are clawing for resources, and where design isn’t prioritized. Most of the organizations that are changing your world don’t know much about design, aren’t looking for designers, and won’t even understand what designers are talking about when they show up at the front door.
Wednesday, April 1st, 2020
Working in a big organization is shocking to newcomers because of this, as suddenly everyone has to be consulted to make the smallest decision. And the more people you have to consult to get something done, the more bureaucracy exists within that company. In short: design systems cannot be effective in bureaucratic organizations. Trust me, I’ve tried.
Who hurt you, Robin?
Monday, March 30th, 2020
Monday, March 23rd, 2020
Is making your design system public worth the effort? In short: yes, it is.
I agree with Dan. But I wish that more people would make their design system mistakes and misteps public, like Robin talked about.
Tuesday, December 31st, 2019
Every day, millions of people rely on independent websites that are mostly created by regular people, weren’t designed as mobile apps, connect deeply to culture, and aren’t run by the giant tech companies. These are a vision of not just what the web once was, but what it can be again.
This really hits home for me. Anil could be describing The Session here:
They often start as a labor of love from one person, or one small, tightly-knit community. The knowledge or information set that they record is considered obscure or even worthless to outsiders, until it becomes so comprehensive that its collective worth is undeniable.
This is a very important message:
Taken together, these sites are as valuable as any of the giant platforms run by the tech titans.
Monday, December 23rd, 2019
The dominant narrative for the growth of the World Wide Web, the graphical, user-friendly version of the internet created by Tim Berners-Lee in 1989, is that its success has been propelled by Silicon Valley venture capitalism at its most rapacious. The idea that currently prevails is that the internet is best built by venture-backed startups competing to offer services globally through category monopolies: Amazon for shopping, Google for search, Facebook for social media. These companies have generated enormous profits for their creators and early investors, but their “surveillance capitalism” business model has brought unanticipated harms.
It doesn’t have to be this way, says Ethan Zuckerman:
A public service Web invites us to imagine services that don’t exist now, because they are not commercially viable, but perhaps should exist for our benefit, for the benefit of citizens in a democracy. We’ve seen a wave of innovation around tools that entertain us and capture our attention for resale to advertisers, but much less innovation around tools that educate us and challenge us to broaden our sphere of exposure, or that amplify marginalized voices. Digital public service media would fill a black hole of misinformation with educational material and legitimate news.