Facebooks kampanj riktad mot Apple har nu fått andra att reagera, däribland EFF, Electronic Frontier Foundation, som menar att hela kampanjen är skrattretande och att Facebooks verksamhet är ett hot mot enskildas integritet och ett hot små och medelstora företag.
EFF redovisar också statistik och uppgifter som visar vilka som egentligen tjänar pengar på det som kallas ”targeted advertising” – den modell som Facebook förespråkar. Det är inte de som skapar innehåll utan de som tjänar mest pengar är datamäklare. De som skapar innehåll, som utvecklar appar och som kan sägas vara producenten tjänar 30-40 procent. Resten tar datamäklare.
In reality, a number of studies have shown that most of the money made from targeted advertising does not reach the creators of the content—the app developers and the content they host. Instead, the majority of any extra money earned by targeted ads ends up in the pockets of these data brokers. Some names are very well-known, like Facebook and Google, but many more are shady companies that most users have never even heard of.
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The reality is that only a handful of companies control the online advertising market, and everyone else is at their mercy. Small businesses cannot compete with large ad distribution networks on their own. Because the ad industry has promoted this fantasy that targeted advertising is superior to other methods of reaching customers, anything else will inherently command less value on ad markets. That not only means that ads have a lower ad value if they aren’t targeting users, but it also drives the flow of money away from innovation that could otherwise bring us different advertising methods that don’t involve invasive profiling and targeting.
Facebook touts itself in this case as protecting small businesses, and that couldn’t be further from the truth.
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