Tag: advertising

Tech Perspective: Facebook – Should I be Scared?

Tech Perspective: Facebook – Should I be Scared?

By Paul Parisi, President & Founder

Finally, we may all be understanding what is surfacing in the news. Facebook is indeed a “maker of manners,” as King Henry says to Kate in the end scene of Shakespeare’s Henry V–Facebook is used to affect our reality.

As The Outer Limits intro states:

“There is nothing wrong with your television set. Do not attempt to adjust the picture. We are controlling transmission. If we wish to make it louder, we will bring up the volume. If we wish to make it softer, we will tune it to a whisper. We will control the horizontal. We will control the vertical. We can roll the image, make it flutter. We can change the focus to a soft blur or sharpen it to crystal clarity. For the next hour, sit quietly and we will control all that you see and hear. We repeat: there is nothing wrong with your television set. You are about to participate in a great adventure. You are about to experience the awe and mystery which reaches from the inner mind to – The Outer Limits.”

So does Facebook. This is the whole point of Google and Facebook – to know you better than you know yourself and, for a handsome fee, to offer advertisers access to you. That is the equation – Facebook, Google, et al. are not web companies. They sell advertising. That is it. No matter what you think they do, they sell YOU to advertisers.

As Tim Cook, CEO of Apple, so aptly said back in 2014, when talking about Google, that if you are not paying for something, “You’re not the customer. You’re the product.” The same goes for Facebook, Instagram, Snapchat and (insert any name here).

So what is the hip 21st century person to do? It is critical that you remember that when you use a website or app, the site is tracking EVERYTHING you do. They (Google, Facebook, etc.) don’t care specifically about you. There is no screen in some data center displaying what you are interested in, or what you have said. That would be way too much work. But there are bots (small pieces of code) that buzz through your data and make predictions on how you might think about something. Then advertisers can buy the ability to expose ads to you to reinforce or trigger off that information. This is called manipulation, and you need to be aware of to what degree this is happening.

So back to the question of what should you do. The only way to limit this exposure is to opt-out and never use these services. Yes, opt-out! Close down your accounts and never access these services (any of them) ever again. You see, it’s not really about the service having your info, it’s about how the app is used to carefully craft a world they want you to see, and, ultimately, to get you to respond in a certain way. Maybe buy something, maybe reinforce a political view, maybe change a political view. They provide “rose-colored” glasses (or whatever “color” is most effective) to manipulate your worldview. They allow an advertiser to deliver a reinforcement or challenge to your viewpoint to produce the outcome they want to occur.

Chicken Little and I were discussing this very issue just last week. (As is typical for New England, she was holed up in her bunker in northern Vermont way off the grid. You have to actually drive there and then hike in for 10 miles.) Bottomline, as she shrieked from under her bed, “This is way past ‘the sky is falling’…”.

In closing, what did you expect? Not to be too negative here, but did you really think it was all about personal, altruistic endeavors? Let me know what you think – let’s have a conversation. By the way, if you decide to stay in, we can help you stay secure even in the midst of the storms.

Not sure how to keep up with these things? Get your IT assessment from SaviorLabs today.

Ads, Apple, and Amazon: Tweets from the Edge

On Episode 18 of the Edge of Innovation, we discuss recent news in technology and what it means for the future. We’re also talking about Ads!

Show Notes

Paul’s Twitter
Courage
Adblockers

Transcript

Sections

Intro and New England Fall Time
Adblockers
Amazon and Netflix
Business Model Implications

Introduction

Intro and New England Fall Time

Jacob: Welcome to the Edge of Innovation. It’s great to talk to with you, Paul. Today we’re going to be going over your tweets. But first, I just wanted to hear what’s going on for you and how are you doing today.

Paul: Well, it’s coming into fall. You know, we’re in New England, so fall is a beautiful time. Weather is changing. It’s getting a little cooler. And you know, things turn to Apple new announcements, things like that. You know, what’s going on in the only world that really matters, the Apple world.

Jacob: Well, that would make sense. It is fall. We’re in northern New England, and it’s apple season. So…

Paul: There you go. Exactly. Yeah, in fact, the, the town that I live in is having its apple festival this week, so everybody’s iPhones and iPads will be out and apple pie and all sorts of cool stuff. So, but yeah, we’ll talk a little bit about, you know, what Apple’s been doing and not doing and sort of, you know, some of that. You know, there’s a, there’s a huge… In New England, there’s a, uh, big… I don’t know. Sort of a malaise. I don’t want to really say malaise of the summer. You know, people are in vacation mode, you know, every week. We live by one of the major highways to New Hampshire and Maine. And it is just packed going north on Friday afternoons or Thursday afternoons, if you’re lucky. And then coming back Sunday evenings.

And, so there’s, that mindset is, you know, people going away for the weekend, and they’re not really thinking about work and business and all that kind of stuff. So, you know, with September, you know, comes all the influx of all the students in New England. And so traffic goes way up. And everybody is back to work, so traffic goes way up. You have to plan, you know, longer commutes and stuff like that. But it’s really now back to the shift of focusing on business and focusing on what we can accomplish and managing things.

Adblockers

Jacob: Yeah, well I think that’s a great reason to pull up these 10 articles that you were tweeting about this week. I see the same thing. I live in southern New Hampshire, and Sunday afternoons, we just don’t go driving on the highway because it’s incredible the amount of traffic that is coming back. And so I think the way we can help our friends and help other people who are in business and entrepreneurs, to kind of catch them up on what they missed in the last month.

So I thought we’d start out with looking at what media companies don’t want you to know about with ad blockers. This was an article that you, tweeted, and it got a lot of attention. I thought you could maybe talk us through what’s going on with that article and why you recommended it.

Paul: Yeah. The fundamental thing that struck my, my reading through it. And I read a lot of stuff, so you know, I’m providing a service for the community.

Jacob: You are truly providing a service.

Paul: What is I just, you know, read constantly and the things that strike my interest are weird. You know, it’s very wide, you know, from Bitcoin to, Raspberry Pi to, you know, a new extension for C++ I was tweeting about this morning. And this one struck me, because, you know, there is an implicit bargain, in using the web. And that implicit bargain, from its earliest days, has been in order for us to present content to you for free, you know, in all form or fashion, it’s free, you’re going to consume our ads.

And, a lot of people go and put ad blockers on. And that ad blocker is detectable, by the server that is serving the content. And so you have people like New York Times CEO Mark Thompson saying that, you know, we are going to do something about people that have ad blockers running. So it’s…they’re saying that if you reduce the quid pro quo or ignore it, we’re not going to give you our content. That goes in the face of open and free. And really, what it does is it unmasks the real purpose, which is to make money.

You know, Google’s, you know, “Do no harm,” or whatever, their “Don’t be evil,” is great and all that. But they fundamentally make, you know, enormous amounts of money. And it’s ads. It’s all ads. And, you know, I don’t have a problem with ads…for things I like. You know, that would be really nice, and you know, I’ve mentioned this in the past. I’ve been shopping for something. Let’s say a stereo. And, you know, I go onto Amazon and shop for a stereo, and then I, you know, okay.

Or I did this with Newegg last week. I was shopping for a scanner. And I looked at the price. And it was actually a little cheaper than Amazon, and I was like, “Okay. Well, I don’t know. It’s still a lot of money.” I didn’t want to spend the $400. And then for the past couple of days, now I see ads for Newegg saying, you know, showing me a scanner.

That’s okay, but they’re telling me that it’s the same price I saw. Man, if they gave me $10 off, I’d be there in a shot to buy it. I don’t understand why they don’t do that. And I, I do understand that you can’t run a business by constantly cutting your price.

Jacob: With the ad blocker stuff, I’ve notice that as well, that websites are starting to… I’ll go to read an article, and it’s not even just business articles. It’s articles across the board, and I’m being blocked. Or they’ll put up a little fly window, “We detect that you have an ad block. For you to be able to view our content, please remove that.”

In addition to that, I saw this last week, an article indicating that Adblock Plus is now going to be selling ads space on the website. So…

Paul: Well, yeah. So that’s a bait and switch. It’s like, “Oh, we’re going to…” You know, so basically, they’ve programmed a backdoor into your system.

Jacob: Right. They’ve made the agreement, like what you’re talking about. We’re going to remove the content. It’s free. You’re going to use this. But now they’re monetizing their access to your website, viewing and turning that ad space that was there, designed by the website. Now they’re replacing it.

Paul: Well…yeah. I mean, that’s just insidious. I mean, you know… But the bottom line is, I don’t use an ad blocker because it’s sort of like that quid pro quo. I mean, I know they have to make money or at least have the opportunity to think they might make money. I typically don’t click on ads. So that’s one use case.

The other use case that really torques me up — and I knew this bothers you — is where websites have the, you know, an article wrapped in just a huge number of ads. You know, and then you have to click page two of the article. You can’t just see the whole article. And then you get a new set of ads. Alright, what I don’t like about that, I use an iPad Air is its experience is so slow in serving those ads that I abandon reading that content.

Jacob: Yeah. I mean, if you were to do a, you know, a data usage on a website… I mean, that’s why I use an ad blocker is because the data usage on loading a website goes drastically down when you put the ad block on because there’s all the media, all the links, all the backend that’s being pulled in.

Paul: Well, so I looked into an ad blocker for my iPad. But there’s nothing that I can do at an operating system level, because I use Flipboard, and I use, you know, Firefox, and I use Safari. So, and I don’t really know which one I’m using, because…I do. But I don’t think about it. So I might be in the middle of a Flipboard article and say “Open in Safari,” and, you know, you get all these wrapped ads. And it’s just a bad experience. And it’s driving me aware from doing that.

But, obviously, they’re doing it, and they’re doing it for some reason, because they’re getting some traction or acceptance on it. But, you know, it also makes me think a little bit about, TV and commercials. We have, Fios. Verizon Fios is our TV provider. And with their set top box, we record things and watch. We never watch live except for football. And even for football, we’ll start, we’ll start watching the game a half an hour late so we can skip the ads. You know, we’ve got it down.

We were watching something. We were watching an old episode of Top Gear. And, uh, I can hit the jump button five times and almost nail when the show starts again. And so, you know, people say, “Oh, did you see that ad?”

It’s like, “No. I don’t know what you’re talking about.” I don’t see any television ads. And I was thinking a little bit about that. We’re, uh, we’re investigating using Plex now. Plex just added a DVR feature. And I don’t understand the…how the TV people haven’t pushed back at us skipping ads. And it’s been happening for years. I mean, we’ve been doing it. We had a TiVo or a replay TV, you know, 15 years ago. And we were, we were using it to skip ads.

Jacob: Yeah, of course.

Paul: Not just time shift. But really skip the ads was the huge benefit for us. Uh, you know, watching a show in 40 minutes is a lot better than watching an hour.

Amazon and Netflix

Jacob: Well, and I think that’s why companies like Netflix and Amazon video are being wildly successful, because they’re dropping TV. I mean, because they’re agreement is pay $10, or whatever it is, a month, and there’s no ads.

Paul: What’s interesting about that is I’ve, just started watching Under the Dome. I don’t know if you’ve seen it.

Jacob: I started watching it, and I have a hard time committing to shows.

Paul: Well, that’s it. It’s basically Lost, under a big dome. But anyway. Same, you know, music. Bommm…

Jacob: Are there smoke monster…?

Paul: Almost.

Jacob: Amazing weird codes.

Paul: Almost. Gee. It is so Lost. Anyway. But every time it goes to a scene where you hear the bonk. You know, we always joke that when there’s the end of a scene, stranger things, they’re doing that. They come right up in that music, you know. But it’s so delightful that you don’t have to go to a commercial. And it just rolls into the next scene with that black, and that is just so wonderful.

But so, you’re right. You know, Netflix and all of that, everybody loves that. But I was thinking, you know, for me, which, I don’t think, as far as television viewer, I’m pretty normal. Uh, we time shift everything, even the football game. We start it a half an hour late so that we can—

Jacob: And you’re not the only person I heard, that does that.

Paul: Right. Yeah. So they just must be losing out on revenue. Now they don’t have a way to see, “Hey, you’re skipping our ads, so we’re not going to show you the show.” But could that be coming, you know? So, you know, if you watch, uh, on demand on Verizon, it pops up and it says, “Some of the features of your DVR with be disabled in the show.” Fast forward and rewind and all these different things. So can’t, you have to watch the commercial.

Now, okay. If I have to watch the commercial, make them interesting, and don’t repeat the same commercial at every commercial break. Really painful. So, you know, it’s an interesting, interesting time to be alive. It’s first world problems that we have, you know.

Business Model Implications

Jacob: It’s interesting that we would go from an article about, simple ad block on a website to commercials and just advertising in general, because I mean…

Paul: Well, that’s all it is. I mean, this is what the business model for the web is advertising. Google is one of the largest companies in the world because it’s advertising. Now there is a shift, which is pay for content, which is Netflix and Amazon Prime. That is a radical shift. Uh, you know, you can go and pay for The New York Times. You don’t get— well, you probably get, still would get ads. But, you know, you could pay for it. That’s the Holy Grail is to get people to pay for your content.

Why You Don’t See “World Cup” Ads On Google

A Google Trends chart shows the huge spikes in search volume for “World Cup” in the years the tournament is held. Google is on the cusp of a search volume siege from soccer (aka football) fans as the 2014 FIFA World Cup nears. A look at Google Trends data shows we’re on the upswing what Google can expect when the tournament starts on June 12, based on the volumes the last two times the World Cup was held, in 2006 and 2010. What may surprise you is the search results from all this World Cup interest will be largely free of ads on Google.com. FIFA, the organization that puts on the World Cup every four years, has trademark or intellectual property protection on terms including World…

Original Article Can Be Found Here:

Why You Don’t See “World Cup” Ads On Google


Also published on Medium.

Google’s Checklist on How to Build the Best Keyword List for Your Business!

Google AdWords has released a checklist for digital marketers to help them draw the maximum out of their keywords. This checklist is a part of the larger document – Keywords to the Wise – which aims at increasing demand with some smart keyword strategies. AdWords posted a link to the same document via Twitter yesterday. Here’s the checklist for keyword and targeting: Your keywords should reflect the different types of queries that users type when they are searching for something you offer. Make sure that your keywords and their management are in alignment with the objectives of your business. Delete those keywords which no longer drive traffic to your website. Use broad match to capture long tail queries, reserve exact match for your primary volume and value …

Read Original Article Here:

Google’s Checklist on How to Build the Best Keyword List for Your Business!

Uncover Google Not Provided Data: An Interview with Chris Adams

In a recent interview from Marketo’s Marketing Nation Summit in downtown San Francisco, Murray Newlands talks with gShift Labs’ Chris Adams about how to uncover Google’s not provided data and the benefits that can have for online publishers and advertisers. To find out more, watch the full interview below: These are the key takeaways from the video: In the interview, Chris explains people are looking for more and more ways to uncover not provided data. He says not provided data is becoming an increasingly important topic for marketing executives and agencies who are struggling with the fact that their clients are asking them where their traffic has gone and are unable to give greater detail on the “not provided” segment. Chris says that over …

Read Original Article Here:

Uncover Google Not Provided Data: An Interview with Chris Adams

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