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The failure of DNT to be A Thing has been of longstanding note on the engineering side. A number of well-meaning folks have oft tried to push it as a solution for ad tech privacy problems but it was never well defined or enforceable in its methodology Chronotope/1055191125189976065On twitter.com
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But I'll be clear here, DNT was a joke from the day it launched. It's worth examining how it came to be that way and who is responsible but the fact that it took this long for anyone to notice is an excellent indicator of just how hard it is to talk anything ad tech.Permalink On twitter.com
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I was in a conversation around when this article came out and someone was like 'oh did you hear the big news about how DNT doesn't do anything' and it took me a minute to even react because--of course it doesn't do anything.Permalink On twitter.com
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At a fundamental level it is a consumer signal to a marketplace that wouldn't even need a consumer signal if it gave a crap about anything consumers have to say about controlling their own data. I don't know how we fix this problem of communication, and it is a big one...Permalink On twitter.com
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We need to have conversations b/t concerned engineering folks & consumers and with journalists mediating between but 99% of the people who give a crap talk like a W3C specification and the rest of the people who understand it prefer it to be a black box they can siphon cash fromPermalink On twitter.com
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And that's among the people who understand the ad tech shitshow top to bottom which is a number that is <100 if I'm being generous.Permalink On twitter.com
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Like how can we create a W3C Specifications beat for tech journalists? A privacy beat that's proactive instead of reactive? An ad tech beat that's structural instead of event-driven? These aren't piddling questions or minor beats. This is $, the power structure of the internet.Permalink On twitter.com
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As noted in the article, all the reporting at the time (what little there was) was coming through opposed ad tech companies and their reps during the discussion process. To have a conversation about the failure of DNT's spec now is waaaaay too late.Permalink On twitter.com
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At a really fundamental level we need a The Trace but for ad tech. And like with double the staff. There *is* a chance for the average consumer to have an impact on how these standards get made but it means really being proactive about it.Permalink On twitter.com
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I'm not down on the work being done here, this is a good article from a large set of great articles by kashhill. It's good someone wrote it.Permalink On twitter.com
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But jeez it has taken so long & we aren't even half way into the structural challenges DNT faced legally, in W3C committee, and in the ad tech ecosystem. Or what challenges a force for strong legal compliance would face (one similar to GDPR).Permalink On twitter.com
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I'll be honest with you, this story on DNT, it's good. It's good that it calls out the people who stubbornly insist it is a thing when it isn't too. But the story of DNT could be a book, one that should have published years ago. I don't know how to tell it in one article.Permalink On twitter.com
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DNT by itself is an entryway into a story that would give The Big Short a run for its money, one filled with exciting shit like criminals, mobsters, liars, economic instability, back-door politicking, and a wealth of bad intentions and the interesting people who stood up wtfed.Permalink On twitter.com
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But so many people are so ill-incentivized to talk about it. The story of ad tech could change the world if it was told now, but I feel sure it won't be told fully until we're fully in the middle of the ashes of the industry. That's REAL shitty for readers, publishers, consumers.Permalink On twitter.com
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We are really living in a world shaped by the complete inability of engineers to communicate or care about what their software does, who it does it to, and what the ethics involved are.Permalink On twitter.com
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