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I don't understand why people are so enamored of personalized ads. Advertising was around a long time before personalized ads were even a thing, yet it managed

I don't understand why people are so enamored of personalized ads. Advertising was around a long time before personalized ads were even a thing, yet it managed to still work by targeting publications that matched the target customer. This was accomplished by geographic location, for general consumer ads, or by interest, for targeted ads, B2B, etc.

datatan 9y ago
Because by targeting the ads they can make eleventy billion dollars instead of just 10 billion. It's about value. Ads were cheap back then because you couldn't be sure the people seeing them cared. Now that you can be reasonably sure you can charge more for the experience.
zebrafish 9y ago
I wonder if there is any data around effectiveness of targeted advertising. How many lipsticks were sold before social-data-backed target advertising? How many lipsticks have been sold now that we know which shades and "influencers" a particular person prefers? I guess I could go search for it. You would have to imagine there would be an uptick. However, in my own mind, the targeted ads don't influence me to spend as much money as the broad-based brand awareness type. There's a term for that style of advertising which I can't remember right now but it basically entails plastering "Tide" over everything so that the next time you think of detergent, you think of Tide.
bobajeff 9y ago
Because it's an invasion of privacy. If you have a personal conversation to a friend about a party you had when you were five you don't expect to hear details referenced by a busker the next day at a park you frequent. Edit: I was arguing with no one.
- stan_rogers 9y ago
  Just to clarify: "enamored of" is basically the same phrase as "in love with". You're agreeing with the parent post.
- downandout 9y ago
  It's an invasion of privacy that you agree to and receive valuable services (for free) in return for. Don't want to be tracked? Don't use Google or Facebook. Problem solved.
  - bobajeff 9y ago
    I'm pretty sure no one who uses Google or Facebook is presented with a dialog that says 'This service is free in exchange for your privacy. Do you agree?' Even if that were the case the fact that both of those services are monopolies means that the choice is essentially between using public utilities or becoming Amish.
    - downandout 9y ago
      >I'm pretty sure no one who uses Google or Facebook is presented with a dialog that says 'This service is free in exchange for your privacy. Do you agree?' That's pretty much exactly what happens. Have you read those TOS that you agree to? It's a contract...you should read it.
  - tripzilch 9y ago
    it's well known Facebook tracks even people without an account. there is no trade there.
    - downandout 9y ago
      If you don't like this, disable third party cookies on your browser. If you are concerned about privacy, you have to take some personal responsibility for it and do the things that are necessary to protect it.
TylerE 9y ago
"Still worked" is very hard to quantify. Traditional media advertising is basically impossible to put hard numbers on.
- TimJYoung 9y ago
  It is, for sure, but I take it as self-evident that capitalism would not have used general forms of advertising for as long as it did if they didn't work. This doesn't mean that traditional forms of advertising are the most ideal. But, when it comes to commerce, we often need to curb the ideal in favor of the consumer and their individual concerns.
ebtalley 9y ago
Maybe they arent enamored with personalized ads. What if its a bit of a white wash or generalized term. What if they knew enough about peoples personality and thoughts that they could guide that person to want their product. Like were in the beginning of a path that leads to someone being able to tell us how to think and where to go. All very distopian, but I agree I feel like we're quickly moving past personalized ads.
paulryanrogers 9y ago
In a perfect world targeted ads could respond to what you want and haven't found yourself. And it would be at the best price, performance, etc that you preferred. Recently I was seeking a way to record surround sound in surround sound. If ads had led me to that it would have been great. Instead I spent a week seeking and experimenting until sibling upon a semi abandoned commercial solution. In practice ads don't know my desires well enough.
- TimJYoung 9y ago
  I agree, but I don't think you can get there without seriously compromising the privacy of the individual. It's just too easy to leak information about a given individual when their "profile" is available to companies.
eveningcoffee 9y ago
The main difference is that with something targeted to wider audience you still are enforced to maintain some form of honesty and integrity. Targeted ads can be made tailored to you to tell you the exact lie you want to hear to generate the expected outcome. It can be accepted to certain exempt with products maybe, but what about political advertisements?
jrnichols 9y ago
I had targeted ads ruin a surprise gift last year. Bunch of ads showing up made it very obvious that I was looking at (and bought) a thinkgeek gift for the girlfriend. That was one of the moments that made me sick of such laser targeted advertising.
- tripzilch 9y ago
  I don't get targeted ads because if I have to log on Google, I do it in a private window. Been doing it since forever, it's such a simple thing and no trouble. Additionally my browser is set to clear cookies on exit, so even if I make a mistake, just turn it off and on again to wipe. I have exceptions set for the three sites I like to stay logged on to (via Page Info in Firefox). (and simply no Facebook, obviously)

datatan 9y ago

Because by targeting the ads they can make eleventy billion dollars instead of just 10 billion. It's about value. Ads were cheap back then because you couldn't be sure the people seeing them cared. Now that you can be reasonably sure you can charge more for the experience.

zebrafish 9y ago

I wonder if there is any data around effectiveness of targeted advertising. How many lipsticks were sold before social-data-backed target advertising? How many lipsticks have been sold now that we know which shades and "influencers" a particular person prefers? I guess I could go search for it. You would have to imagine there would be an uptick. However, in my own mind, the targeted ads don't influence me to spend as much money as the broad-based brand awareness type. There's a term for that style of advertising which I can't remember right now but it basically entails plastering "Tide" over everything so that the next time you think of detergent, you think of Tide.

bobajeff 9y ago

Because it's an invasion of privacy. If you have a personal conversation to a friend about a party you had when you were five you don't expect to hear details referenced by a busker the next day at a park you frequent. Edit: I was arguing with no one.

stan_rogers 9y ago
Just to clarify: "enamored of" is basically the same phrase as "in love with". You're agreeing with the parent post.
downandout 9y ago
It's an invasion of privacy that you agree to and receive valuable services (for free) in return for. Don't want to be tracked? Don't use Google or Facebook. Problem solved.
- bobajeff 9y ago
  I'm pretty sure no one who uses Google or Facebook is presented with a dialog that says 'This service is free in exchange for your privacy. Do you agree?' Even if that were the case the fact that both of those services are monopolies means that the choice is essentially between using public utilities or becoming Amish.
  - downandout 9y ago
    >I'm pretty sure no one who uses Google or Facebook is presented with a dialog that says 'This service is free in exchange for your privacy. Do you agree?' That's pretty much exactly what happens. Have you read those TOS that you agree to? It's a contract...you should read it.
- tripzilch 9y ago
  it's well known Facebook tracks even people without an account. there is no trade there.
  - downandout 9y ago
    If you don't like this, disable third party cookies on your browser. If you are concerned about privacy, you have to take some personal responsibility for it and do the things that are necessary to protect it.

TylerE 9y ago

"Still worked" is very hard to quantify. Traditional media advertising is basically impossible to put hard numbers on.

TimJYoung 9y ago
It is, for sure, but I take it as self-evident that capitalism would not have used general forms of advertising for as long as it did if they didn't work. This doesn't mean that traditional forms of advertising are the most ideal. But, when it comes to commerce, we often need to curb the ideal in favor of the consumer and their individual concerns.

ebtalley 9y ago

Maybe they arent enamored with personalized ads. What if its a bit of a white wash or generalized term. What if they knew enough about peoples personality and thoughts that they could guide that person to want their product. Like were in the beginning of a path that leads to someone being able to tell us how to think and where to go. All very distopian, but I agree I feel like we're quickly moving past personalized ads.

paulryanrogers 9y ago

In a perfect world targeted ads could respond to what you want and haven't found yourself. And it would be at the best price, performance, etc that you preferred. Recently I was seeking a way to record surround sound in surround sound. If ads had led me to that it would have been great. Instead I spent a week seeking and experimenting until sibling upon a semi abandoned commercial solution. In practice ads don't know my desires well enough.

TimJYoung 9y ago
I agree, but I don't think you can get there without seriously compromising the privacy of the individual. It's just too easy to leak information about a given individual when their "profile" is available to companies.

eveningcoffee 9y ago

The main difference is that with something targeted to wider audience you still are enforced to maintain some form of honesty and integrity. Targeted ads can be made tailored to you to tell you the exact lie you want to hear to generate the expected outcome. It can be accepted to certain exempt with products maybe, but what about political advertisements?

jrnichols 9y ago

I had targeted ads ruin a surprise gift last year. Bunch of ads showing up made it very obvious that I was looking at (and bought) a thinkgeek gift for the girlfriend. That was one of the moments that made me sick of such laser targeted advertising.

tripzilch 9y ago
I don't get targeted ads because if I have to log on Google, I do it in a private window. Been doing it since forever, it's such a simple thing and no trouble. Additionally my browser is set to clear cookies on exit, so even if I make a mistake, just turn it off and on again to wipe. I have exceptions set for the three sites I like to stay logged on to (via Page Info in Firefox). (and simply no Facebook, obviously)