Journal tags: scam

I went to TEDxBrighton on Friday. I didn’t actually realise it was happening until just a couple of days beforehand, but I once I knew, I figured I should take advantage of it being right here in my own town.

All in all, it was a terrific day. The MCing by Adam Pearson was great—just the right mix of enthusiasm and tongue-in-cheek humour. The curation of the line-up worked well too. The day was broken up into four loosely-themed sections. As I’m currently in the process of curating an event myself, I can appreciate how challenging it is.

Each section opened with a musical act. Again, having been involved behind the scenes with many events myself, I was impressed by the audaciousness, just from a logistical perspective. It all went relatively smoothly.

The talks at a TED or TEDx event can be a mixed bag. You can have a scientist on stage distilling years of research into a succint message followed by someone talking nonsense about some pseudo-psychological self-help scheme. But at TEDxBrighton, we lucked out.

A highlight for me was Dr James Mannion talking about implementation science—something that felt directly applicable to design work. Victoria Jenkins was also terrific, and again, her points about inclusive design felt very relevant. And of course I really enjoyed the space-based talks by Melissa Thorpe and Bianca Cefalo. Now that I think about it, just about everyone was great: Katie Vincent, Lewis Wedlock, Dina Nayeri—they all wowed me.

With one exception. There was a talk that was supposed to be about the future of democracy. In reality it quickly veered into DAOs before descending into a pitch for crypto and NFTs. The call to action was literally for everyone in the audience to go out and get a crypto wallet and buy an NFT …using ethereum no less! We were exhorted to use an unbelievably wasteful and energy-intensive proof-of-work technology to get our hands on a receipt for a JPG …from the same stage that would later highlight the work of climate activists like Tommie Eaton. It was really quite disgusting. The fear-based message of the talk was literally about getting in on the scheme before it’s too late. At one point we were told to “do the research.” I’m surprised we weren’t all told that we’re “not going to make it.”

A disgraceful shill for a ponzi scheme would’ve ruined any other event. Fortunately the line-up at TEDxBrighton was so strong that one scam artist couldn’t torpedo the day. Just like crypto itself—and associated bollocks like NFTs and web3—it was infuriating to have to sit through it in the short term, but then it just faded away into insignificance. One desperate peddler of snake oil couldn’t make a dent in an otherwise great day.

On the Coil developers site there’s a page proudly answering the question who is web monetized?

You’ll some familiar sites in there: CSS Tricks, A List Apart, and even this humble website, adactio.com.

But lest you think that this social proof is in any way an endorsement, I should probably clarify what my experience with Coil has been like.

Coil itself is grand. You get an identifier and you add it to your website in a meta element, much like you would do with indie web endpoints for webmentions or micropub.

The problem is with how you then actually get hold of any money that is owed to you from micropayments. Coil doesn’t handle this directly. You have to set up a “wallet” with a third-party service and therein lies the problem.

They are all terrible.

I’m not talking about the hoops you have to jump through to set up an account. I get it. This is scary financial stuff so of course I’ll need to scan my passport and hand over loads of information (more than is needed to open an actual bank account with, say, Monzo).

No, the problem is the stench of crypto.

I tried Stronghold for a while. They really, really don’t want you to use boring old-fashioned currencies like the euro or the pound. There’s also Gatehub. Same. And there’s Uphold. Also a shell game.

I’ve been using Coil and Uphold for a while now, and I’ve amassed a grand total of £6.06 — woo-hoo! So I log into my account and attempt to transfer that sweet, sweet monetisation and …I can’t.

The amount needs to be greater than or equal to £11.53 GBP

But I can still exchange that £6.06 for magic beans like Bitcoin, XRP, and Ether.

The whole thing smells of grift and it feels icky to be in any way associated with it. I understand why Coil needs to partner with existing payment providers, but it would be nice if just one of them weren’t propping up ponzi schemes. If anyone has found a way to get web monetisation to work without needing like you need to take a shower afterwards, I’d love to hear about it.

Arthur C. Clarke once said:

Trying to predict the future is a discouraging and hazardous occupation becaue the profit invariably falls into two stools. If his predictions sounded at all reasonable, you can be quite sure that in 20 or most 50 years, the progress of science and technology has made him seem ridiculously conservative. On the other hand, if by some miracle a prophet could describe the future exactly as it was going to take place, his predictions would sound so absurd, so far-fetched, that everybody would laugh him to scorn.

But I couldn’t resist responding to a recent request for augery. Eric asked An Event Apart speakers for their predictions for the coming year. The responses have been gathered together and published, although it’s in the form of a PDF for some reason.

Here’s what I wrote:

This is probably more of a hope than a prediction, but 2021 could be the year that the ponzi scheme of online tracking and surveillance begins to crumble. People are beginning to realize that it’s far too intrusive, that it just doesn’t work most of the time, and that good ol’-fashioned contextual advertising would be better. Right now, it feels similar to the moment before the sub-prime mortgage bubble collapsed (a comparison made in Tim Hwang’s recent book, Subprime Attention Crisis). Back then people thought “Well, these big banks must know what they’re doing,” just as people have thought, “Well, Facebook and Google must know what they’re doing”…but that confidence is crumbling, exposing the shaky stack of cards that props up behavioral advertising. This doesn’t mean that online advertising is coming to an end—far from it. I think we might see a golden age of relevant, content-driven advertising. Laws like Europe’s GDPR will play a part. Apple’s recent changes to highlight privacy-violating apps will play a part. Most of all, I think that people will play a part. They will be increasingly aware that there’s nothing inevitable about tracking and surveillance and that the web works better when it respects people’s right to privacy. The sea change might not happen in 2021 but it feels like the water is beginning to swell.

Still, predicting the future is a mug’s game with as much scientific rigour as astrology, reading tea leaves, or haruspicy.

Much like behavioural advertising.

Imagine if you were told that fossil fuels were the only way of extracting energy. It would be an absurd claim. Not only are other energy sources available—solar, wind, geothermal, nuclear—fossil fuels aren’t even the most effecient source of energy. To say that you can’t have energy without burning fossil fuels would be pitifully incorrect.

And yet when it comes to online advertising, we seem to have meekly accepted that you can’t have effective advertising without invasive tracking. But nothing could be further from the truth. Invasive tracking is to online advertising as fossil fuels are to energy production—an outmoded inefficient means of getting substandard results.

Before the onslaught of third party cookies and scripts, online advertising was contextual. If I searched for property insurance, I was likely to see an advertisement for property insurance. If I was reading an article about pet food, I was likely to be served an advertisement for pet food.

Simply put, contextual advertising ensured that the advertising that accompanied content could be relevant and timely. There was no big mystery about it: advertisers just needed to know what the content was about and they could serve up the appropriate advertisement. Nice and straightforward.

Too straightforward.

What if, instead of matching the advertisement to the content, we could match the advertisement to the person? Regardless of what they were searching for or reading, they’d be served advertisements that were relevant to them not just in that moment, but relevant to their lifestyles, thoughts and beliefs? Of course that would require building up dossiers of information about each person so that their profiles could be targeted and constantly updated. That’s where cross-site tracking comes in, with third-party cookies and scripts.

This is behavioural advertising. It has all but elimated contextual advertising. It has become so pervasive that online advertising and behavioural advertising have become synonymous. Contextual advertising is seen as laughably primitive compared with the clairvoyant powers of behavioural advertising.

But there’s a problem with behavioural advertising. A big problem.

It doesn’t work.

First of all, it relies on mind-reading powers by the advertising brokers—Facebook, Google, and the other middlemen of ad tech. For all the apocryphal folk tales of spooky second-guessing in online advertising, it mostly remains rubbish.

Forget privacy: you’re terrible at targeting anyway:

None of this works. They are still trying to sell me car insurance for my subway ride.

Have you actually paid attention to what advertisements you’re served? Maciej did:

I saw a lot of ads for GEICO, a brand of car insurance that I already own.

I saw multiple ads for Red Lobster, a seafood restaurant chain in America. Red Lobster doesn’t have any branches in San Francisco, where I live.

Finally, I saw a ton of ads for Zipcar, which is a car sharing service. These really pissed me off, not because I have a problem with Zipcar, but because they showed me the algorithm wasn’t even trying. It’s one thing to get the targeting wrong, but the ad engine can’t even decide if I have a car or not! You just showed me five ads for car insurance.

And yet in the twisted logic of ad tech, all of this would be seen as evidence that they need to gather even more data with even more invasive tracking and surveillance.

It turns out that bizarre logic is at the very heart of behavioural advertising. I highly recommend reading the in-depth report from The Correspondent called The new dot com bubble is here: it’s called online advertising:

It’s about a market of a quarter of a trillion dollars governed by irrationality.

The benchmarks that advertising companies use – intended to measure the number of clicks, sales and downloads that occur after an ad is viewed – are fundamentally misleading. None of these benchmarks distinguish between the selection effect (clicks, purchases and downloads that are happening anyway) and the advertising effect (clicks, purchases and downloads that would not have happened without ads).

Suppose someone told you that they keep tigers out of their garden by turning on their kitchen light every evening. You might think their logic is flawed, but they’ve been turning on the kitchen light every evening for years and there hasn’t been a single tiger in the garden the whole time. That’s the logic used by ad tech companies to justify trackers.

Tracker-driven behavioural advertising is bad for users. The advertisements are irrelevant most of the time, and on the few occasions where the advertising hits the mark, it just feels creepy.

Tracker-driven behavioural advertising is bad for advertisers. They spend their hard-earned money on invasive ad tech that results in no more sales or brand recognition than if they had relied on good ol’ contextual advertising.

Tracker-driven behavioural advertising is very bad for the web. Megabytes of third-party JavaScript are injected at exactly the wrong moment to make for the worst possible performance. And if that doesn’t ruin the user experience enough, there are still invasive overlays and consent forms to click through (which, ironically, gets people mad at the legislation—like GDPR—instead of the underlying reason for these annoying overlays: unnecessary surveillance and tracking by the site you’re visiting).

Tracker-driven behavioural advertising is good for the middlemen doing the tracking. Facebook and Google are two of the biggest players here. But that doesn’t mean that their business models need to be permanently anchored to surveillance. The very monopolies that make them kings of behavioural advertising—the biggest social network and the biggest search engine—would also make them titans of contextual advertising. They could pivot from an invasive behavioural model of advertising to a privacy-respecting contextual advertising model.

The incumbents will almost certainly resist changing something so fundamental. It would be like expecting an energy company to change their focus from fossil fuels to renewables. It won’t happen quickly. But I think that it may eventually happen …if we demand it.

In the meantime, we can all play our part. Just as we can do our bit for the environment at an individual level by sorting our recycling and making green choices in our day to day lives, we can all do our bit for the web too.

The least we can do is block third-party cookies. Some browsers are now doing this by default. That’s good.

Blocking third-party JavaScript is a bit trickier. That requires a browser extension. Most of these extensions to block third-party tracking are called ad blockers. That’s a shame. The issue is not with advertising. The issue is with tracking.

Alas, because this software is labelled under ad blocking, it has led to the ludicrous situation of an ethical argument being made to allow surveillance and tracking! It goes like this: websites need advertising to survive; if you block the ads, then you are denying these sites revenue. That argument would make sense if we were talking about contextual advertising. But it makes no sense when it comes to behavioural advertising …unless you genuinely believe that online advertising has to be behavioural, which means that online advertising has to track you to be effective. Such a belief would be completely wrong. But that doesn’t stop it being widely held.

To argue that there is a moral argument against blocking trackers is ridiculous. If anything, there’s a moral argument to be made for installing anti-tracking software for yourself, your friends, and your family. Otherwise we are collectively giving up our privacy for a business model that doesn’t even work.

It’s a shame that advertisers will lose out if tracking-blocking software prevents their ads from loading. But that’s only going to happen in the case of behavioural advertising. Contextual advertising won’t be blocked. Contextual advertising is also more lightweight than behavioural advertising. Contextual advertising is far less creepy than behavioural advertising. And crucially, contextual advertising works.

That shouldn’t be a controversial claim: the idea that people would be interested in adverts that are related to the content they’re currently looking at. The greatest trick the ad tech industry has pulled is convincing the world that contextual relevance is somehow less effective than some secret algorithm fed with all our data that’s supposed to be able to practically read our minds and know us better than we know ourselves.

Y’know, if this mind-control ray really could give me timely relevant adverts, I might possibly consider paying the price with my privacy. But as it is, YouTube still hasn’t figured out that I’m not interested in Top Gear or football.

The next time someone is talking about the necessity of advertising on the web as a business model, ask for details. Do they mean contextual or behavioural advertising? They’ll probably laugh at you and say that behavioural advertising is the only thing that works. They’ll be wrong.

I know it’s hard to imagine a future without tracker-driven behavioural advertising. But there are no good business reasons for it to continue. It was once hard to imagine a future without oil or coal. But through collective action, legislation, and smart business decisions, we can make a cleaner future.

Erik Sagen received a very tempting email out the blue, which he has posted on his website:

Dear Mr Sagen,

My sincere apologies for writing to you unannounced. My name is Arno Zimmerman and I am CEO of an Internet domain name acquisitions agency based here in Los Angeles, California.

My agency is currently engaged by a well-known Hollywood studio. The studio is producing a new action movie called The Kartooner. The movie has an all star cast, including Bruce Willis in the title role, and will be released in the fall. My client is therefore very keen to purchase the rights to the domain name kartooner.com from you.

And so on. Now, I found this particularly interesting because, just a little earlier, I found this in my inbox:

Dear Mr Keith,

My sincere apologies for writing to you unannounced. My name is Arno Zimmerman and I am CEO of an Internet domain name acquisitions agency based here in Manhattan.

My agency is currently engaged by a well-known fragrance manufacturer who will soon be launching a new product range under the brand of Adactio. Adactio is a new fragrance for men and will be marketed world-wide and on all media, including of course the Internet. My client is therefore very keen to purchase the rights to the domain name adactio.com from you.

But wait — the plot thickens. Mr. Zimmerman wrote back to Erik with some more information that movie project:

As I mentioned in my previous email, The Kartooner will star Bruce Willis in the title role. Bruce plays an impoverished artist in New York who pays his bills by drawing cartoons for the New York Times. Through a series of unfortunate accidents, Bruce’s character mistakenly becomes the target of a Mafia hit squad and must use all his wits (as well as his artistic skills) to stay alive. Needless to say I cannot divulge any further plot details.

Sounds awesome, doesn’t it? I want in.

Here’s the email I sent back:

Hi Arno,

Thanks for getting in touch. And allow me to be the first to congratulate you on your move from Los Angeles to Manhatten — and in record time, too!

Y’know, I could never imagine letting go of my domain name but the idea of a fragrance called Adactio is almost irresistible. I’m not really very money-oriented so I’m not going to name some huge price. I am, however, a huge attention whore. Therefore, all I ask is that I am the “face” of the advertising campaign for the fragrance.

It’s a win-win situation. You get your domain name, I get my face on a billboard in Times Square and sales of the fragrance will undoubtedly skyrocket.

But what would really seal the deal would be the promise of some product placement. I think I should have a part in the upcoming Kartooner movie project. Clearly, it would boost the profile of the film to have the face of Adactio featured prominently. In exchange, the movie studio should probably offer an endorsement by Bruce Willis. I’m picturing a short TV ad with Bruce speaking the tagline:

“I love the smell of Adactio in the morning. Smells like… web standards.”

By the way, what did you say the name of your company was again?

Update: Oh, man! This keeps getting better. I got a reply:

You have asked to be considered as the face of the advertising campaign for the fragrance and I will pass on your request to the advertising agencies handling the Adactio campaign. Will you please email to me a selection of photographs of yourself? As the campaign concepts feature a bare chested man, I would be grateful if you would include photographs from the waist up and of your naked chest.

As the media buying for the campaign is not yet finalized, I cannot guarantee a billboard in New York. However I do know that the poster campaign for Adactio will run across the UK, so your image will appear on several thousand London buses.

This comedic genius continues in a similar vein for a while, which prompts me to ask… John — on second thoughts — , is that you?

In other news: the Photoshopping has begun. Mike has already done the Vanity Fair spread.