Digital Advertising

Ruta WheelockApril 24, 2018

Terms Digital Advertising

the activity of producing advertisements for commercial products and services using digital channels such as internet, mobile devices, social media, display advertising, search engines, and any other form of digital media. [1]

Practices Search Engine Marketing (SEM)

process of increasing web page visibility by appearing in paid search results.

Search Engine Optimization (SEO)

process of optimizing the website to increase the rank in organic search results.

Practices Content marketinga type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services [Google Dictionary]. Email marketing Social Media marketing

the process of gaining traffic or attention through social media sites. [5] Affiliate marketingan Internet-based marketing practice in which a business rewards one or more affiliates for each visitor or customer brought about by the affiliate's marketing efforts. [6]

Practices Display advertisingbanner ads, text ads, image ads, video ads, audio ads, even crypto currency mining adds. Game advertising Remarketingshows ads to people who've visited your website or used your mobile app. When people leave your website without buying anything, for example, remarketing helps you reconnect with them by showing relevant ads across their different devices.[9]

How Google makes money?

Google's ad revenue from 2001 to 2017 (in billion U.S. dollars)

https://www.statista.com/statistics/266249/advertising-revenue-of-google/

How to advertise on Google?

How much Google and Facebook know about you?

Google Privacy Policy

myactivity.google.com

Facebook General Account Settings -> Download a copy of your Facebook data

Ethical Issues with Advertising model

Attention Economy More of your time -> more money Time on site – currency in tech industry

The average person checks their phone 150 times a day. [11]

http://www.tristanharris.com/2016/05/how-technology-hijacks-peoples-minds%E2%80%8A-%E2%80%8Afrom-a-magician-and-googles-design-ethicist/

Attention Economy Bottomless bowls, Infinite Feeds, and Autoplay Social Approval Fear of Missing Something Important Instant Interruption

http://www.tristanharris.com/2016/05/how-technology-hijacks-peoples-minds%E2%80%8A-%E2%80%8Afrom-a-magician-and-googles-design-ethicist/

AI that’s built to maximize engagement Facebook feeds – outrage generates engagement, so it’s good! YouTube “next video” pushes you to the outer edge, polarizes opinionVegetarian food -> …

Vegetarian tries a steak for the first time ever -> …

Vegans Try Dairy For The First Time ->

Vegan Food Taste Test

Anderson Cooper: Is Trump sending a message to Cohen? -> …

4 killed at Tennessee Waffle House as police search for seminude suspect

People Profiling Machine learning can figure out things that you never disclosed

Are you depressed, feeling vulnerable, your sexual orientation etc.

https://www.thewrap.com/donald-trump-rips-reporters-hillary-clinton-ignores-them-which-is-worse/

Ethical Analysis (Advertising model for services) KantianismWrong from user perspective and corporations. People want free service but corporations use customers' data to target advertising. Act UtilitarianFacebook generated $82.44 of advertising revenue per user in the US and Canada over the past year. [10]

(assume)Users are not willing to pay that much.

Conclusion: It’s morally good to use advertising model.

Possible Solutions Time Well Spent model by Tristan Harris

http://www.tristanharris.com/2016/05/how-technology-hijacks-peoples-minds%E2%80%8A-%E2%80%8Afrom-a-magician-and-googles-design-ethicist/

References

Thank youRuta Wheelock