The advertising industry spends 500 billion dollars globally to sell us things. Advertising is big business, and technology is making it a bigger technology. Learn how this is all seems to be at the consumers' expense.
- $500 billion. That's billion with a B. That's what advertisers are spending every year to connect with you. $500 billion. All to get you to buy stuff. Think about just how much money that really is. According to the World Bank, there are only a handful of countries whose total economic output exceed that amount. Well, data is the fuel that drives advertising. Websites make money by showing you ads.
The more ads they show you, the more money they make. That big banner on your favorite news site, the one that pushes the content down the page? That site gets paid to show you that ad. And the sites that load slowly because there are so many ads? Yeah, that's how they make their money. You are the primary point in this eCommerce ecosystem. Advertisers want to sell you products. So they pay websites like YouTube, Google, The Wall Street Journal, ESPN, and millions of others to show you those ads, and they do it based on your behavior.
Browsing the web, shopping online, and doing online research creates more data, which makes you a target for even more advertisers. The big problem is that we, as consumers, are largely unaware of these data-gathering techniques, much less the more advanced or less scrupulous technologies. So how we ever keep up? What made me decide to be more active in monitoring my data was seeing advertisers target my children.
Brands and advertisers are creating sites for kids, but then mix in advertising with the content. These quote safe sites are created for children, but along with the cartoons and games comes a large mix of ads. Being in the marketing industry, one of my passions has been consumer advocacy, and I want to tell you the worst thing we can do is be passive about the data we and our families create and the advertising we consume.
Throughout this course, I'll tell you the how and the why of online advertising, but you'll need to decide what you're going to do with that information.
- Define a digital handshake.
- Differentiate between implicit data and explicit data.
- Describe the process of retargeting.
- Summarize the purpose of a data management platform.
- Explain how to see how Google and advertisers classify you.
- Identify ways to limit exposure and protect your data.