The document discusses the history and evolution of online advertising, from early non-tracking based ads to the current tracking-based adtech system. It notes key events like the rise of interest in Do Not Track policies and browsers adding tracking protection. The document argues that ad blocking has increased in response to widespread internet surveillance and tracking by advertisers. It suggests a framework for distinguishing between respectful/disrespectful and acceptable/unacceptable kinds of ads.

1. A term we can assert:
Just show me ads not based on tracking me.
VRM Day 25 April 2016
@dsearls
@VRM
@CustomerCommons

2. The #NoStalking Clause:
Show me only ads not based on tracking me.

3. Why do we block ads?
@dsearls

4. Why do we block ads?

5. Kinds of ads:

6. Kinds of ads:
Respectful
Disrespectful
AcceptableUnacceptable
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2
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7. Ad blocking is also a response
to surveillance, or tracking.

8. Madison Avenue (pre-digital, non-tracking-
based) advertising:
Brand Agency Medium Person

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

10. © LUMA Partners LLC 2016
Performance
Video / Rich Media
Targeted Networks / AMPs
Horizontal
Vertical / Custom
Mobile
ExchangesDSPs
Publisher
Tools
Data Suppliers
Ad Servers
DMPs and Data
Aggregators
Measurement
and Analytics
Creative
Optimization
Agency
Trading Desks
Ad Networks
Media Planning
and Attribution
Verification /
Privacy
Ad Servers
Retargeting
Media Mgmt Systems and Operations
Sharing Data /
Social Tools
SSPs
DISPLAY LUMAscape
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Tag Mgmt
Agencies
Denotes acquired company Denotes shuttered company

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

21. 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:

23. • 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.

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

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

29. Meet the big one: retargeting

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

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

42. We should consider this possibility:

43. A framework for discussion:
Respectful
Disrespectful
AcceptableUnacceptable
1
2
3
4