This sounds a lot like Do Not Track …but looking at the spec, the interesting part is the way that this is designed to work in combination with legal frameworks. That’s smart. I don’t think a purely technical solution is workable (as we saw with Do Not Track).
Tuesday, January 12th, 2021
Wednesday, January 6th, 2021
Another nice alternative to Google Analytics with a focus on privacy.
Tuesday, January 5th, 2021
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…
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.
Friday, December 18th, 2020
I wish more companies would realise that this is a perfectly reasonable approach to take:
We decided to look for a solution. After a brief search, we found one: just don’t use any non-essential cookies. Pretty simple, really. 🤔
So, we have removed all non-essential cookies from GitHub, and visiting our website does not send any information to third-party analytics services.
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.
Thursday, November 12th, 2020
Another alternative to Google Analytics—nice and lightweight too!
Thursday, October 29th, 2020
Friday, October 16th, 2020
Take a look at your smartphone and delete all the apps you don’t really need. For many tasks, you can use a browser on your phone instead of an app.
Privacy-wise, browsers are preferable, because they can’t access as much of your information as an app can.
Wednesday, September 23rd, 2020
This is an excellent new tool for showing exactly what kind of tracking a site is doing:
Who is peeking over your shoulder while you work, watch videos, learn, explore, and shop on the internet? Enter the address of any website, and Blacklight will scan it and reveal the specific user-tracking technologies on the site—and who’s getting your data. You may be surprised at what you learn.
Best of all, you can inspect the raw data and analyse the methodology.
There are some accompanying explainers:
Monday, September 7th, 2020
Just because there is now a multi-billion-dollar industry based on the abject betrayal of our privacy doesn’t mean the sociopaths who built it have any right whatsoever to continue getting away with it. They talk in circles but their argument boils down to entitlement: they think our privacy is theirs for the taking because they’ve been getting away with taking it without our knowledge, and it is valuable.
Tuesday, May 19th, 2020
- Opted out experiences are ~35% faster
- Opted in repeat views are twice as slow as opted out
Friday, May 8th, 2020
Look, employers are always free to – and should! – evaluate the work product produced by employees. But they don’t have to surveil someone’s every move or screenshot their computer every five minutes to do so. That’s monitoring the inputs. Monitor the outputs instead, and you’ll have a much healthier, saner relationship.
If you hire smart, capable people and trust them to do good work – surprise-surprise – people will return the sentiment deliver just that! The irony of setting up these invasive surveillance regimes is that they end up causing the motivation to goof off to beat the very systems that were setup to catch such behavior.
Monday, April 6th, 2020
Two observations of websites on mobile devices today:
- They are beautifully designed, with great typography, clear branding, all optimized for readability.
- I had to install Firefox, Adblock Plus and uBlock Origin, as well as manually select and remove additional elements such as subscription overlays.
Both observations are the result of conscious design decisions.
Wednesday, February 26th, 2020
Friday, January 17th, 2020
Can you believe we used to willingly tell Google about every single visitor to basecamp.com by way of Google Analytics? Letting them collect every last byte of information possible through the spying eye of their tracking pixel. Ugh.
In this new world, it feels like an obligation to make sure we’re not aiding and abetting those who seek to exploit our data. Those who hoard every little clue in order to piece of together a puzzle that’ll ultimately reveal all our weakest points and moments, then sell that picture to the highest bidder.
Sunday, December 22nd, 2019
If you add another advertisement to your pages, you generate more revenue. If you track your users better, now you can deliver tailored ads and your conversion rates are higher. If you restrict users from leaving your walled garden ecosystem, now you get all the juice from whatever attention they have.
The question is: At which point do we reach the breaking point?
And I think the answer is: We are very close.
Facebook. Twitter. Medium. All desparate to withhold content they didn’t even create until you cough up your personal details.
Thursday, November 21st, 2019
Surveillance giants: How the business model of Google and Facebook threatens human rights | Amnesty International
Amnesty International have released a PDF report on the out-of-control surveillance perpetrated by Google and Facebook:
Google and Facebook’s platforms come at a systemic cost. The companies’ surveillance-based business model forces people to make a Faustian bargain, whereby they are only able to enjoy their human rights online by submitting to a system predicated on human rights abuse. Firstly, an assault on the right to privacy on an unprecedented scale, and then a series of knock-on effects that pose a serious risk to a range of other rights, from freedom of expression and opinion, to freedom of thought and the right to non-discrimination.
This page on the Amnesty International website has six tracking scripts. Also, consent to accept tracking cookies is assumed (check dev tools). It looks like you can reject marketing cookies, but I tried that without any success.
The stone PDF has been thrown from a very badly-performing glass house.