A term we can assert:

Just show me ads not based on tracking me.

VRM Day 25 April 2016@dsearls@VRM

@CustomerCommons

The #NoStalking Clause:

Show me only ads not based on tracking me.

Why do we block ads?

@dsearls

Why do we block ads?

Kinds of ads:

Kinds of ads:Respectful

Disrespectful

AcceptableUnacceptable1

2

3

4

Ad blocking is also a responseto surveillance, or tracking.

Madison Avenue (pre-digital, non-tracking-based) advertising:

Brand Agency Medium Person

Direct Marketing (pre-digital, tracking-based):

What happened to hockey-stick“big data” in 2011?

1. Whatever can be digitized will be digitized.

2. Whatever can be informated will be informated.

3. Every digital application that can be used for surveillance and control will be used for surveillance and control.

We are now in the age of The Big Other — or Surveillance Capitalism.2017: Master or Slave? The Fight for the Soul of Our Information Civilization.

Zuboff’s Laws:

• Way back when: Apple blocks third party cookies in Safari• October 2007: Privacy groups call for a Do Not Track list, like the Do Not Call list• 2009: Firefox turns on the first Do Not Track in its current form as an HTTP header• July 2010: WSJ starts the What They Know series wsj.com/wtk• December 2010: FTC announces Do Not Track support• December 2010: Microsoft introduces Tracking Protection to IE 9• January 2011: Firefox reveals its tracking protection• April 2011: Apple follows with Safari with its tracking protection• August 2012: MS turns on DNT by default, DAA splits a gut, Google follows in a half-hidden/hearted way• February 2013: Firefox reveals plans to block third party cookies by default, IAB splits a gut, goes hard after Mozilla• July 2013: Mozilla Labs floats a “personalization” idea that sounds like tracking, the faithful heap scorn on it• February 2014: Mozilla Content Services proposes User Personalization, and starts work on “Tiles”: ads not based on tracking.• April 2014: I write “Earth to Mozilla: Come Back Home.” (Get out of advertising, basically.)• 2015: Mozilla hires me to help them come home.• December 2015: Mozilla abandons ad plans, doubles down on tracking protection.

Dawn of modern adtech (tracking-based advertising):when 5 kinds of jive appear

Dawn of modern adtech:when 5 more kinds of jive appear

Meet the big one: retargeting

Correlation ≠ causation;but there’s a lot of correlation here.

We have had contracts of adhesion ever since industry won the Industrial Revolution

We should consider this possibility:

A framework for discussion:Respectful

Disrespectful

AcceptableUnacceptable1

2

3

4