"Few individuals outside advertising know about the power of the new media- buying system: its capacity to determine not only what media firms do but how we see ourselves and others. They don’t know that that system is working to attach marketing labels to us based on the clicks we make, the conversations we have, and the friendships we enjoy on websites, mobile devices, iPads, supermarket carts, and even television sets. They don’t know that the new system is forcing many media firms to sell their souls for ad money while they serve us commercial messages, discounts, and, increas- ingly, news and entertainment based on our marketing labels. They don’t realize that the wide sharing of data suggests that in the future marketers and media firms may find it useful to place us into personalized “reputation silos” that surround us with worldviews and rewards based on labels marketers have created reflecting our value to them."
A Guide to the digital advertising industry thats watching your every Click
