Every time I see an advert, a puppy dies

Ads, advert or advertisement? If the contractions introduced over time were not hint enough. Please tell me I'm not the only human who has spent the last 20 years teaching myself to ignore advertisements. It used to be that television adverts were entertaining back in the 80's. Billboards and newspaper advertisements glossy magazines with great artwork were setting the standard gradually higher and higher. Culminating in an entire book worth of advertising of homes, that you can buy every Sunday at the newsagent. Yes, there used to be a time when adverts targeting specific people would actually be all in one specific place.

Mutually Assured Destruction, simply by having a bigger banner Ad.

1. MAD

Digital changed all of that, advertisers can now follow you around and target you. Companies have always had more money that sense when it comes to advertising spend. That's because brand awareness and influencing peoples buying habits, is big big money. Brand loyalty is such big money that companies prostitute themselves to the advert companies, who happily ask for more money in order to promote their client above all the competitors. Creating a MAD (Mutually Assured Destruction) cycle which sees ever more bizarre advertisement spending in order to emerge on top. Being seen becomes so important that brand awareness surveys and number of impressions become a metric to chase after, yet another lie to pile onto the ill in that industry. To the consumer, advertisements become a bombardment, which frankly comes across as increasingly desperate, and often insensitive.

The impact of advertisements on customer in many ways however is harder to ignore. An impact that goes beyond a datacenter carbon footprint, a datacenter built just to store gigabytes of data about you to target you. Because targeted adverts are coming under pressure with new privacy controls possibly coming to Apple. Apple are bizarrely not a player in the advertising game, even though their entire raison d'etre is about image, and suddenly Google and their free portable-device OS don't look so stupid anymore. I get that Apple are all about what will make them more money, so pandering to privacy is a song they have sung for a while, and will continue to sing new cover versions of. I can respect that, someone who sticks to their guns and gives me a service, worth the money I fork over to them. If only I did not have other problems with Apple, I would be mucking in down at the Macintosh farm instantly. but I digress, because privacy and the impact AI has on it is key, even if fans of the platforms cannot see that.

2. Privacy

So, lets get back to this anonymous user problem. Apple use a special "advertiser id" generated for each device, that allows you some privacy, because an advertiser gets a unique ID for you, but that ID is not tied to "you"... which is complete bullshit as a concept. But for now I'll let it stand.

The vast majority of us have nothing to loose by being tracked, until... Well let's understand privacy better here. Privacy is about protecting the vulnerable as well as about preventing identity theft. And you will be surprised at how many vulnerable people are online. Activists online who are tracked by state actors are just the very tip of this iceberg. "State level" actors are powerful enough to drop tracker pixels into social networks, and sniff metadata directly off the wire to find and start profiling the contacts of anyone the activist connects with. Apple's clever little "ID" can do nothing to protect these people, because the privacy metadata at risk is your links, to other people. And even if those people are anonymous, someone with enough metadata will quickly map your habits and location using ML. The only defense against being tracked is to change your identity regularly, or to use ML itself to randomly make you appear to behave differently or randomly. Humans are creatures of habit through their timing and their connections (sites they visit). Internet activists are more vulnerable than we think. Advertising has created a huge industry to enable tracking people, often for the wrong reasons. Don't even start me on the very very bad health biases that advertisers willfully create.

I'm not even going to start on how advertising trackers get misused to sell health related items to you, another landfill contributor. If you start visiting baby websites while trying to have a baby, and then your wife has a miscarriage, they keep on bombing you with misery for years without ceasing. I'm not even going to describe the trivial effort to research buying one toilet seat of the correct size, then going to buy a replacement toilet seat in a real store. For the next month I got toilet seat adverts, even though I only have 1 toilet in my house. What a waste. The other day I bought a special kind of bolt online, I never buy any similar finds of things, but just that one experience saw my stream flooded with all manner of metallurgical products. Products I could often not even identify, and less likely even ever buy. The waste is dangerous, but the creepy thing is that this data, me buying a bolt, asking a friend a bolt related question allowed the advertisers to link me with my friends. Soon we all see the same bolt adverts. I kid you not. Imagine if I was researching a sexual health related product, something very private? Suddenly my friends will know.

The thing that pisses me off most about this is that this has a huge impact not, on men.

So you think you are anonymous out there, let me tell you a story about a big games console company. They had a huge problem, their console could not advertise new games to users because not only did the console not really know who the gamers friends really really were. But they had no way of knowing how to push relevant adverts to a gamer and their friends, because the console had no web social network linkup. And we all know that the web and most especially the mobile platform gets the most "conversions", or actual purchases. On our mobiles, a device we carry everywhere and has our attention 24/7, the console game publisher had no way to touch it's users. So the console company went to a cloud company and agreed to combine basic user metadata with whatever data their own website tracking could provide. Suddenly using ML alone, an algorithm if you like, was able to use terabytes of metadata, not about the users, but about their activity alone. And successfully build customer journey patterns that now save the console company millions in advert budget. Watch this landscape. It's about to change.

3. Waste

The ad industry is a huge waster, not just in terms of the MAD stacking and compounding problem, but because a lot of us cannot resist adverts. I've gotten into the habit of hating adverts and on a platform I block advertisers when possible, set preferences and enable trackers as often as I can to prevent adverts that are really more a waste of my time and a waste of money for the person placing them. Advertisers may want to start paying me, there's actually a browser that tries to do that, but that's another topic altogether. Adverts waste my bandwidth, which I pay for, and they just assume is free. Adverts waste my time. By lacking any kind of real targeting adverts force me to wait longer for pages to load and get in the way of me doing the things I love. Basically imagine you are about to kiss a beautiful girl, and a guy wizzes up on a bike and suddenly offers to sell you a condom. You buy one, she runs off anyway at this point, so you toss it into the landfill. 

Image showing the "Golden Girls" Maude not being rude.

Most commonly advertised products are the cheapest products and hence more likely to be impulse purchases, that get binned. Advertisers are often wasting their time because I've not bought a single product off of an advert, ever. I know this because I only buy items off of a researched wishlist which I keep in various ways. It's not hard to prevent landfill.