Raise Relevancy, Lower Privacy Fears?
Fred at A VC worries that mainstream fears of privacy violations (think AOL’s recent disclosure of people’s search histories) run the risk of slowing better relevancy in advertising:
“But cookies and stored search queries are good things. They make it possible for web services to deliver relevancy in advertising, something no other media has been able to deliver efficiently and reliably.
The reality is that these targeting approaches, whether they be searched based, behavioral, contextual, or whatever is next, are giving us more relevant ads. Ads will be content if this continues. You’ll be planning a trip to mexico this winter and you’ll get ads for places to stay. You’ll be thinking about getting a new car and you’ll be getting images of all of your options when you check the weather in the morning.”
At least they’re in the very early stages of giving us more relevant ads. I bet that real improvements in relevancy targeting (some examples of the shortcomings today, ChasNote 8/12/06) will tilt the cost-benefit see-saw in favor of relevant ads and away from privacy fears. Let’s get there asap!
More relevant ads are simply not an adequate response to the very real concerns of a populace that knows it’s being watched but doesn’t understand the details.
It’s bad enough that terrorist threats are being manipulated to hasten a surveillance society.
Search engines and advertising companies have an opportunity to address some serious issues at the core of our society but it sure is looking like they simply consider it a pr issue.
I respect where you’re coming from but I’ll still clear my cookies regularly, even though I know it’s not enough to ensure my privacy, no matter how relevant the ads become.
Even though Google promises they won’t be evil?! Very good points, Clyde. Thanks for reading & keeping me honest!
That’s what I’m here for!
Actually, I imagine you probably do a pretty good job of keeping yourself honest. Plus, I know you weren’t laying out an overarching analysis here but it’s getting really strange to watch the world inch closer to a cyberpunk novel on a daily basis when I’d rather read them than live them.
Peace