A ban on tracking-based personalised advertising will provide an incentive to reinforce sustainable alternative models and, in fact, will be a condition for making them viable. The advertising industry already has sustainable, proven concepts for effective online advertising that do not require targeted tracking and personalisation (e.g. contextual advertising).
Contextual advertising works. Targeted advertising? Who knows!
Let’s see all that proof that 400+ requests for thirsty ass always-running JavaScript is just what we have to do to make advertising good.
This is disgusting, if unsurprising: Google aren’t going to deprecate third-party cookies after all.
Make no mistake, Chrome is not a user agent. It is an agent for the behavioural advertising industry.
Back when South by Southwest wasn’t terrible, there used to be an annual panel called Browser Wars populated with representatives from the main browser vendors (except for Apple, obviously, who would never venture onto a stage outside of their own events).
I remember getting into a heated debate with the panelists during the 2010 edition. I was mad about web fonts.
Just to set the scene, web fonts didn’t exist back in 2010. That’s what I was mad about.
There was no technical reason why we couldn’t have web fonts. The reason why we didn’t get web fonts for years and years was because browser makers were concerned about piracy and type foundries.
That’s nice and all, but as I said during that panel, I don’t recall any such concerns being raised for photographers when the img element was shipped. Neither was the original text-only web held back by the legimate fear by writers of plagiarism.
My point was not that these concerns weren’t important, but that it wasn’t the job of web browsers to shore up existing business models. To use standards-speak, these concerns are orthogonal.
I’m reminded of this when I see browser makers shoring up the business of behavioural advertising.
I subscribe to the RSS feed of updates to Chrome. Not all of it is necessarily interesting to me, but all of it is supposedly aimed at developers. And yet, in amongst the posts about APIs and features, there’ll be something about the Orwellianly-titled “privacy sandbox”.
This is only of interest to one specific industry: behavioural online advertising driven by surveillance and tracking. I don’t see any similar efforts being made for teachers, cooks, architects, doctors or lawyers.
It’s a ludicrous situation that I put down to the fact that Google, the company that makes Chrome, is also the company that makes its money from targeted advertising.
But then Mozilla started with the same shit.
Now, it’s one thing to roll out a new so-called “feature” to benefit behavioural advertising. It’s quite another to make it enabled by default. That’s a piece of deceptive design that has no place in Firefox. Defaults matter. Browser makers know this. It’s no accident that this “feature” was enabled by default.
This disgusts me.
It disgusts me all the more that it’s all for nothing. Notice that I’ve repeatly referred to behavioural advertising. That’s the kind that relies on tracking and surveillance to work.
There is another kind of advertising. Contextual advertising is when you show an advertisement related to the content of the page the user is currently on. The advertiser doesn’t need to know anything about the user, just the topic of the page.
Conventional wisdom has it that behavioural advertising is much more effective than contextual advertising. After all, why would there be such a huge industry built on tracking and surveillance if it didn’t work? See, for example, this footnote by John Gruber:
So if contextual ads generate, say, one-tenth the revenue of targeted ads, Meta could show 10 times as many ads to users who opt out of targeting. I don’t think 10× is an outlandish multiplier there — given how remarkably profitable Meta’s advertising business is, it might even need to be higher than that.
Seems obvious, right?
But the idea that behavioural advertising works better than contextual advertising has no basis in reality.
If you think you know otherwise, Jon Bradshaw would like to hear from you:
Bradshaw challenges industry to provide proof that data-driven targeting actually makes advertising more effective – or in fact makes it worse. He’s spoiling for a debate – and has three deep, recent studies that show: broad reach beats targeting for incremental growth; that the cost of targeting outweighs the return; and that second and third party data does not outperform a random sample. First party data does beat the random sample – but contextual ads massively outperform even first party data. And they are much, much cheaper. Now, says Bradshaw, let’s see some counter-evidence from those making a killing.
If targeted advertising is going to get preferential treatment from browser makers, I too would like to see some evidence that it actually works.
Further reading:
This is a really interesting proposal, and I have thoughts.
My week at the Belfast TradFest culminated in a cathedral.
Everyone who has been taking classes during the week made their way to Belfast cathedral for a communal finish. Every class played a short piece to round out their week of workshops.
The whole experience was quite lovely. At one point, I was unexepectedly moved to tears by the performance of the cello class (not a common instrument in Irish traditional music).
When I got home, I decided to send a message to Neil Martin who taught that class. It was just a quick line or two to tell him how special it was.
He responded, saying he found the whole experience of the closing concert very moving and powerful.
I was glad I sent that note of thanks.
Then, a day later, I received my own note of thanks. It wasn’t music-related. Someone I had met and chatted with at a conference last year told me that they had just watched the video of my talk, The State Of The Web. They were very moved by it. Then they took the time to send me an email to tell me. As you can imagine, I was really touched to be on the receiving end of that.
I resolved that I would do it more myself. Whether it’s a piece of music, writing, or anything else, I’m going to try to remember to pass on my appreciation more often.
That’s a good place to end, isn’t it? A nice heart-warming reminder that small acts of thoughtfulness can make a big difference to someone else’s well-being.
But there’s a corollary to that lesson. Acts of thoughtlessness will almost certainly make a very big difference to someone else’s well-being.
This is something I know in theory but struggle with in practice. I’ve experienced the regret of wishing I hadn’t acted so stupidly in my dealings with work colleagues, for example.
There’ll be some discussion happening on a topic that I might have strong feelings about, and I let those strong feelings take over my behaviour. Quite frankly, I act like a dickhead.
Sure, I can analyse it in hindsight and identify what causes this unintended behaviour, but that sounds an awful lot like excusing it. In the end, it doesn’t matter what my intentions were or what the circumstances were. It’s my actions that matter. More specifically, it’s the effect of my actions on other people that matter.
So, yeah, I am going to try to do more of those small thoughtful acts, like sending thank-you messages to people. But frankly, that’s a stretch goal. The shamefully low bar I first have to pass is to simply treat people with the respect they deserve. To paraphrase the Hypocratic oath: first, don’t be an asshole.
There’s an oft-quoted adage:
They may forget what you said, but they will never forget how you made them feel.
This is usually applied in the inspirational, positive sense: get out there and make people feel good! But it works equally well as a warning.
On day 1 of your class about behaviour change in a science course, you learn that behaviour change is not a simple matter of information in, behaviour out. Human behaviour, and changing it, is big and complex.
Meanwhile, on your marketing courses, which I have had the misfortune to attend, the model of changing behaviour is pretty much this: information in, behaviour out.
A collection of design patterns and principles for mitigating the presence and spread of online hate and harassment in social platforms.
Targeted advertising based on online behavior doesn’t just hurt privacy. It also contributes to a range of other harms.
I very much agree with this call to action from the EFF.
Maybe we can finally get away from the ludicrious idea that behavioural advertising is the only possible form of effective advertising. It’s simply not true.
I really hope that Betteridge’s Law doesn’t apply to this headline.
While the dream of “personalized” ads has turned out to be mostly a nightmare, adtech has built some of the wealthiest companies in the world based on tracking us. It’s no surprise to me that as Members of the European Parliament contemplate tackling these many harms, Big Tech is throwing millions of Euros behind a “necessary evil” PR defense for its business model.
But tracking is an unnecessary evil.
Even in today’s tracking-obsessed digital ecosystem it’s perfectly possible to target ads successfully without placing people under surveillance. In fact right now, some of the most effective and highly valued online advertising is contextual — based on search terms, other non-tracking based data, and the context of websites rather than intrusive, dangerous surveillance.
Let’s be clear. Advertising is essential for small and medium size businesses, but tracking is not.
Rather than creating advertising that is more relevant, more timely and more likable we are creating advertising that is more annoying, more disliked, and more avoided.
I promise you, the minute tracking is outlawed, Facebook, Google and the rest of the adtech giants will claim that their new targeting mechanisms (whatever they turn out to be) are superior to tracking.
Behavioral ads are only more profitable than context ads if all the costs of surveillance – the emotional burden of being watched; the risk of breach, identity-theft and fraud; the potential for government seizure of surveillance data – is pushed onto internet users. If companies have to bear those costs, behavioral ads are a total failure, because no one in the history of the human race would actually grant consent to all the things that gets done with our data.
At some point, you won’t be able to visit the first web page ever published without first clicking through a full-page warning injected by your web browser:
Chrome will offer HTTPS-First Mode, which will attempt to upgrade all page loads to HTTPS and display a full-page warning before loading sites that don’t support it. Based on ecosystem feedback, we’ll explore making HTTPS-First mode the default for all users in the future.
We can’t control systems or figure them out. But we can dance with them!
- Get the beat.
- Listen to the wisdom of the system.
- Expose your mental models to the open air.
- Stay humble. Stay a learner.
- Honor and protect information.
- Locate responsibility in the system.
- Make feedback policies for feedback systems.
- Pay attention to what is important, not just what is quantifiable.
- Go for the good of the whole.
- Expand time horizons.
- Expand thought horizons.
- Expand the boundary of caring.
- Celebrate complexity.
- Hold fast to the goal of goodness.
The way most of the internet works today would be considered intolerable if translated into comprehensible real world analogs, but it endures because it is invisible.
You can try to use Facebook’s own tools to make the invisible visible but that kind of transparency isn’t allowed.
Just over a year ago, I pondered some default browser behaviours and how they might be updated.
The first one is happening: Chrome is going to assume https before checking for http.
Now what about the other default behaviour that’s almost 15 years old now? When might a viewport width value of device-width become the default?
Privacy-invasive user tracking is to Google and Facebook what carbon emissions are to fossil fuel companies — a form of highly profitable pollution that for a very long time few people in the mainstream cared about, but now, seemingly suddenly, very many care about quite a bit.
Trying to predict the future is a discouraging and hazardous occupation becaue the profit invariably falls into two stools. If his predictions sounded at all reasonable, you can be quite sure that in 20 or most 50 years, the progress of science and technology has made him seem ridiculously conservative. On the other hand, if by some miracle a prophet could describe the future exactly as it was going to take place, his predictions would sound so absurd, so far-fetched, that everybody would laugh him to scorn.
But I couldn’t resist responding to a recent request for augery. Eric asked An Event Apart speakers for their predictions for the coming year. The responses have been gathered together and published, although it’s in the form of a PDF for some reason.
Here’s what I wrote:
This is probably more of a hope than a prediction, but 2021 could be the year that the ponzi scheme of online tracking and surveillance begins to crumble. People are beginning to realize that it’s far too intrusive, that it just doesn’t work most of the time, and that good ol’-fashioned contextual advertising would be better. Right now, it feels similar to the moment before the sub-prime mortgage bubble collapsed (a comparison made in Tim Hwang’s recent book, Subprime Attention Crisis). Back then people thought “Well, these big banks must know what they’re doing,” just as people have thought, “Well, Facebook and Google must know what they’re doing”…but that confidence is crumbling, exposing the shaky stack of cards that props up behavioral advertising. This doesn’t mean that online advertising is coming to an end—far from it. I think we might see a golden age of relevant, content-driven advertising. Laws like Europe’s GDPR will play a part. Apple’s recent changes to highlight privacy-violating apps will play a part. Most of all, I think that people will play a part. They will be increasingly aware that there’s nothing inevitable about tracking and surveillance and that the web works better when it respects people’s right to privacy. The sea change might not happen in 2021 but it feels like the water is beginning to swell.
Still, predicting the future is a mug’s game with as much scientific rigour as astrology, reading tea leaves, or haruspicy.
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…
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.