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Here's the thing... I don't think interest-based advertising is going away. I don't think it will go away in the post-3p world. I don't think that the regulatory environment will ever be such as to totally turn off that spigot.Permalink On twitter.com
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I think then our design concerns become: 1. Scale at which interests can be targeted. 2. Transparency and control for users in targeting. If we want to approach this ethically then: the scale at which interests can be targeted must move to significantly larger groups...Permalink On twitter.com
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And both transparency & control *have* to be completely in the hands of the users. A user must not only be able to opt-out of targeting, but be able to opt in to specific targeting. If you want to be targeted with high-cost real-estate deals, you should be able to opt-in to that.Permalink On twitter.com
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We could actually look at this as a model of opportunity. Ads based on demographic assumptions have always been problematic, but the difference that current web advertising brings is the capacity to enter a group at will (or exit one). Chronotope/1270500232569278464Permalink On twitter.com
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In the past, if you wanted to get the ads that went to CFOs, you could pick up magazines targeted at CFOs. On the web there is no equivalent version of this, if you get locked out of an interest group, you are locked out forever. We need to solve that in any ethical system.Permalink On twitter.com
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And perhaps that brings forward an engine of opportunity. If you can opt-in to targeting groups than that gives people a greater capacity to understand and enter into those groups. The easier it is, the easier it might become to grasp at opportunities presented to those groupsPermalink On twitter.com
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In my previous thread I talked about how targeting programming lessons to gamers might have locked out women because the gamers demographic was--by marketers--isolated and focused on men in a self-reinforcing loop...Permalink On twitter.com
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In the print world you could opt in by buying PC Gamer. On the web, there's no technical reason things couldn't work similarly. If I'm interested in programming I should be able to opt-in to that group. The system doesn't work that way now, but in the future perhaps it should.Permalink On twitter.com
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When the industry defends 3p it usually boils down to 'users want to see personalized ads'. Ok, so let users choose which personalized ads they want to see, *if any*.On twitter.com
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I think, as we look forward to the future of web advertising in a post-3p-world, that should be a major factor in any future product design. User choice, not just in the binary of targeting, but in the selection of opportunity...Permalink On twitter.com
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And if users, when presented even with the positive, choose not to opt-in to any groups then we have a different answer: they don't want personalized ads. And the system will already support that.Permalink On twitter.com
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Generally the biggest obstacle to this right now is that every ad tech firm believes their selection of user interest is 'special sauce', and don't want it to leak, but in an opt-in world that becomes pretty irrelevant. (Contextual targeting is actually more special sauce imo.)Permalink On twitter.com
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This will have an impact of course, but all change will and at this point change is unavoidable, so the way to think through this problem is by aiming at user needs and concerns. Either resolve these problems for the people who see ads, or face regulation in the long term.Permalink On twitter.com
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The two poles we have to balance are 1. Advertisers will always want to target interests. 2. Users will always want to have control over their data and t/f what ads get shown to them and why.Permalink On twitter.com
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I think we can solve for 1 by removing the assumptions of demographics as proxy to interests and solve for 2 by giving users transparency and choice.Permalink On twitter.com
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Honestly, in such a future, I'd imagine ad targeting would become more effective at its goal - creating purchases & brand<>user connections while simultaneously becoming less discriminatory. It's a nice thought.Permalink On twitter.com
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Anyway, a sort of very rough prototype of creating that user choice exists via basically hacking the system in this Firefox tool, if you're interested in getting a sense of what I mean - blog.mozilla.org/firefox/hey-advertisers-track-this/Permalink On twitter.com
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