The ICO and Ofcom put out a report last month on online advertising and AdTech. All of the problems with that industry (and many facing technology and connected society today) can be summed up in the last of their opening paragraphs:
“…Research finds that more than half (54%) of participants would rather see relevant online adverts. But while 63% of people initially thought it acceptable for websites to display adverts, in return for the website being free to access, this fell to 36% once it was explained how personal data might be used to target adverts.”
A WSJ piece earlier this month documented the shift from Google to Amazon in some brands’ spending, prompting questions about the difference between marketing and advertising (if it’s a banner or a spot it’s advertising but if you buy product placement on a store front its marketing…if you buy placement on an online storefront is it marketvertising?…also who cares?). And there were already questions about that with podcasting (Gimlet media looked at sponsored content early and is making pretty good cash doing it).
What do we want from advertising?
The exec summary of the ICO’s research was that most people accept a “free websites, but I put up with ads” model, but that “all the information points typically used  are frequently deemed unacceptable.” ALL are frequently deemed unacceptable. We are walking around in an Internet where 100% of the things that are being used about us for advertising make us uncomfortable.
Yours in HAT,