![]() ![]() When Facebook or Google counter that they must protect “the privacy” of their users, advertisers cry foul: You’re using the data to target ads we paid for-why won’t you share it, so that we can use it in other ad campaigns? To appreciate how alike their aims are, sit in an agency or client marketing meeting and you will hear wails about Facebook and Google’s “walled garden,” their unwillingness to share data on their users. Each aims to influence consumer behavior. Each aims to massage data to better identify potential customers. The business model adopted by ad agencies and their clients parallels Facebook and Google’s. Protecting privacy is not foremost among the concerns of marketers protecting and expanding their business is. However, to thrash just Facebook and Google is to miss the larger truth: everyone in advertising strives to eliminate risk by perfecting targeting data. “The game is selling access to the real-time flow of your daily life-your reality-in order to directly influence and modify your behavior for profit.” Success at this “game” flows to those with the “ability to predict the future-specifically the future of behavior,” Zuboff writes. “The game is no longer about sending you a mail order catalogue or even about targeting online advertising,” Shoshana Zuboff, a professor of business administration at the Harvard Business School, wrote on faz.net, in 2016. And only the digital giants possess state-of-the-art Big Data. In the advertising world, Big Data is the Holy Grail, because it enables marketers to target messages to individuals rather than general groups, creating what’s called addressable advertising. Facebook alone generates more ad dollars than all of America’s newspapers, and Google has twice the ad revenues of Facebook. They have become more dominant in what is estimated to be an up to two-trillion-dollar annual global advertising and marketing business. Together, they claim six out of every ten dollars spent on digital advertising, and nine out of ten new digital ad dollars. Google and Facebook each has a market value exceeding the combined value of the six largest advertising and marketing holding companies. Math Men’s adoration of data-coupled with their truculence and an arrogant conviction that their “science” is nearly flawless-has aroused government anger, much as Microsoft did two decades ago. ![]() Yet Math Men are beleaguered, as Mark Zuckerberg demonstrated when he humbled himself before Congress, in April. ![]() They’ve now been eclipsed by Math Men-the engineers and data scientists whose province is machines, algorithms, pureed data, and artificial intelligence. ![]()
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