Why the Internet is a Web of Confusion - Mayhem Marketing Explained - condensed version, the full version can be found by clicking Search Mayhem.
Introduction to Division
Every click YOU make on the web is conceivably a part of the Real- Time Bidding system which is intertwined in every facet of the web and is the primary algorithmic system that picks advertisements to display to YOU purportedly based on YOUR profile and YOUR preferences that match the highest bidder merchants' requested demographic specification of who should view their announcements.
RTB is hailed as a saving grace to marketers making online advertising as easy as picking characteristics of their prospective customers and then setting a the maximum price they are willing to pay to get that customer and wah-la, a small percent of money is made by the domain owner each time the content is Viewed by us or Clicked by us or upon further Action taken by us.
What makes RTB a marvel is that it identifies the highest bidder in real time and then plugs the adverstisements into & around the content we are looking at. The 'real time' selection of both advertising content based on highest bids, and the characteristics of the consumer as outlined by the marketer actually increases costs and confusion for both us consumers and merchants as you can see in the video-- the webpages actually load slower waiting for this 'real time' marvel.
This particular insidious phenomenom is accomplished by compiling personal and private information about us users and this essentially means that Publishers sell targeted audiences to Marketers. Siva Vaidhyanathan, a media scholar at the University of Virginia said it best: “We are not their customers: we are their product. We- our fancies, fetishes, predilections, and preferences- are what sells to advertisers.”
Big data is out there. It’s real. Remember the NSA and Reardon last year? Every instance YOU spend on the web is being collected in some repository. At this time, the private data collected about YOU is somehow lessened because 'being targeted' in some way translates to Convenience. But who is it actually for? Us or Them?
The invasion of privacy is certainly a major concern for most of us in the real world, but somehow, is presumably more accepted in the web world. That being said, Convenience is synonymous with consumer targeting, but most of us should agree that we are actually being inconvenienced.
There are over 1500 data points which might include anything
from device and browser versions to geographic information. And
they don’t just gather demographic information; some of it gets
really specific — think about your last search query or ad
click. A read through most online privacy policies is
enough to make your stomach acid curdle. They get your job
title, personality traits, work problems and pain points, decision
drivers and priorities, worldviews and values, technology usage,
shopping habits, hobbies, perceptions, etc. It’s all “fair” game.
Here is a rare video simplifying Big Data publishing in Real Time Bidding. --- This video is not meant for consumers to watch. RTB for Publishers
Going into more detail allows them to uncover information about you as a buyer that further segments and divides us – and may provide the basis for a social selling approach and increasingly higher bids from advertisers suspecting that you'll buy whatever they are selling. Some collect information you expressly give them, like your credit card and telephone numbers. Others gather your personal data based on how and where you use their services.
What is harder to see, but is a very real phenomenom is that this very complicated system bringing consumers and merchants together by serving the highest bid advertisements actually Divides web users (YOU) from seeing other, more relevant advertisments and content from the most relevant merchants. Are your web experiences more convienient? Have you noticed a highly customized experience?
The current system forces merchants hoping to get the word out to us consumers through advertising to hire marketers who in turn employ publishers. By keeping us seperated, publishers can continuously charge marketers, who in turn charge merchants for every view or action taken by us on the merchants content.
In summary, real- time bidding is solely for the purpose of maximizing profits for publishers, ad brokers and ad exchangers. At any rate, we aren't getting the digital due that’s been promised over and over again and our web browsing and online interactions haven't become much more personalized. Clicking on these less relevant ads increase bottom line costs for the merchant (and you) and time is expended to further investigate appropriateness of the original user intended search. Real- time bidding takes from each of us OUR REAL TIME IN THE REAL WORLD. TRACKING US- suppossedly for OUR Convenience, opens a a gateway for some very serious and costly mayhem. Continue reading about these additional risks on the next page summarizing Search Engine Marketing.
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