Facebook’s philosophy is that society is in an age of information exhibitionism. In their view, people are not concerned with their information being shared. It is a time of openness and transparency. Per Facebook’s own terms of service, Facebook is paid by allowing advertisers to show users ads. The social network provides advertisers information on ad performance and interaction. Facebook also provides advertisers demographics and interest information of viewers. Information is what Facebook sells, so users do not have legitimate claims on privacy. When a user registers for an account, they need to agree to the terms of service. Facebook’s terms of service are clear that they will sell a user’s data. Users agree to give Facebook their name, their profile picture, and information.
Facebook has changed its privacy settings. They did so because of the Cambridge Analytica Scandal. Cambridge Analytica bought 87 million Facebook user data. This information assisted Donald Trump and Ted Cruz in their election campaigns. The data was also used by Brexit supporters to manipulate Facebook users. The data was gathered through a Facebook app called “this is your digital life.” Facebook has since suspended Cambridge Analytica. Facebook has ended partnerships with advertising data brokers.
Facebook has not changed what data they collect. They did make it easier for users to access and control their data being sold. Facebook redesigned its privacy settings from 30 locations to 1 location. The change was designed to make it more initiative and easier to navigate. One of the privacy settings is deleting old posts and pictures. Users can also delete old comments and likes. This information is sold to advertisers so they can tailor ads. Changing these settings will change what ads a user sees. Changing user settings with move people to different demographics. Old irrelevant data will not be used as true data about a user. Adjusting the privacy settings will also limit how someone can contact another user.
Internet media advertisement has changed. More people use smartphones than personal computers. It is a struggle for any company to get the attention of consumers. Companies need to find unique solutions. Companies also need to rethink their metrics to capitalize on hidden opportunities. A new type of advertisement firm is needed. One that specializes in e-commerce and social media. iProspect is this kind of advertisement firm.
iProspect is a global-wide digital-first end-to-end advertisement agency. iProspect focuses on SEO optimization, paid search engine ads, and mobile marketing. Companies submit their big data to iProspect. iProspect estimates the potential Return on Investment. Then iProspect implements their social media and internet campaign to drive sales. iProspect has a wide range of clients. Some of their clientele includes GM, Hilton Hotels, Neiman Marcus, and T-Mobile. The company has a history of revenue improvement.
Adidas hired iProspect to measure their data. The data determine how much search traffic resulted in a visit to a brick-and-mortar store. Adidas wanted to know how much revenue was gained from search clicks. iProspect estimated that 1 in 5 clicks resulted in a visit to a store. Out of that, only 13% of the physical traffic resulted in a sale. Each sale averaged 71 dollars in revenue. If iProspect can increase visitors from 13 percent to 20, revenue would increase. The average sale would be 80 dollars. Each click would have a value of 3.20 dollars in revenue. The Return on Investment, by using iProspect, would be 680 percent. It would behoove Adidas to use iProspect to increase their online presence.
Metrics and data are vital in a connected internet society. How people shop has changed. It is as important to have a strong web presence as well as a physical store. Companies like iProspect are there to capitalize on the internet frontier.
In 2015, Darius Kazemi created an app called Ethical Adblock. Ethical Adblock blocks websites that need ad revenue. Some websites have free content. To compensate for their free content, these websites host ads. The data from these ads are also sold to advertisement firms. The user is the product, which is then sold. Ethical Adblock removes the user from participating in being sold. This application differs from unethical AdBlock. The user cannot view a website with “free” content. Visitors may choose to disable ads and view website content. That creates a loss of revenue for ad-driven websites. Some websites depend on ad revenue to continue. Ethical Adblock disables the temptation of viewing website content for free.
Why do advertisers need websites for ads? They need to find new platforms to advertise. No longer are the days when a large audience views tv shows from 5 or 10 stations. News is not limited to three or four newspapers. Society is out of sync with everyone. Not only can people stream content at any time, but they can also find content from anywhere on the internet. To reach their customers, Advertisers use algorithmic advertising technology. This tech is important for advertisers to tailor their ads to different platforms. The ads can serve a broad audience without the need for a central location. And the data from the algorithms help shape the products that are sold.
I have a mixed view on Adblockers. I disable my adblockers for small businesses and local businesses. It is important for a thriving economy that there are more local entrepreneurs. The local business or individual pay more in taxes percentagewise than corporations. Leeching free content by using Adblockers is stealing from my neighbors. Individuals and local businesses do not have the advertisement budget like big businesses. I will turn it off for those websites. I do not have the same compassion for corporations. It is true that corporations create more jobs. Corporations pay less in local property taxes and are a drain for a local economy. Furthermore, some corporations do not pay living wages. Thus, I do not feel they need help with their advertisement budget. They have already recovered lost revenue by paying less in local taxes and less in fair wages.