Google-targeted ads and Facebook bubble collapse: privacy is not so profitable:

• Ads bubbles targeted from Google and Facebook are about to explode.
• A new study shows that personalized advertising is not so profitable.
• In addition, it affects the privacy of consumers.

Skepticism about the personalized digital advertising model has been on the rise for several months. Also known as targeted ads, Google financial assets and Facebook -OFFICIAL internet advertising is not only detrimental to the privacy of consumers but working to sell more than conventional methods.

Confirming the suspicions of experts, a collaborative study by researchers at Minnesota, California (Irvine) and Cargenie Mellon University shows that personalized ads let a 4% increase in digital publishers, which normally or context- track user data do not shoot algorithms that try to guess their tastes.

Google-targeted ads and Facebook bubble collapse

Guild advertising personalized ads applauded for almost a decade, ensalzándolos as the best way to bet on digital advertising for both publishers and advertisers. The other option is contextual ads, which instead of tracking user data show products related to the web that uses them.

For example, a network of sports teams who choose to place Decathlon contextual advertising will certainly show ads or brands such as Nike and Adidas. But custom dunk web advertising to show different ads, depending on the user's visit, by pulling cookies (files that allow pages to track users' interests).

That is, if the same sporting web site is passed customized ads, a user who has recently sought burgers or Avengers shirts probably see related to these ads searches, and nothing about climbing or sports in general. In any case, this study shows that the sacrifice of user privacy pays less than previously thought.

The Case Against Ads directed to Google and Facebook

Researchers analyzed millions of advertising transactions on various websites owned by a large US media company and found that - unlike a 2009 study in which ads generated revenue 2.7 times higher than contextual ad revenue - from this method of advertising are not as hyperbolic as they were presented in the guild.

If between a cookie ad and one that has the least respect for consumer confidentiality, the monetary gap - for those who display it on the environment - is only 4%, it should consider how effective it is to convince a customer buy a product and how much of this final conviction is because the person wanted this product before an ad insisted on buying it.

"The increase (4%) is statistically significant, but from an economic perspective it corresponds to an increase of $ 0.00008 earnings per ad," says the new study. In the hypothetical scenario of a site that has 250,000 daily sessions, a session-per-session visit, and two ads per page, that would amount to $ 160 a day, or 4,800 per month.

Also, there is not much money. But it is often against the millions of fines that Web sites for compiling user information can receive, a very questionable practice that is already in court. The same researchers revealed in November 2018 that advertisers pay up to 500% more companies like Google or Facebook for personalized ads. For a 4% profit for publishers?

Electronic Frontier Foundation (EFF) Foundation for Electronic Rights reiterated the study, and media editors recommend that they analyze whether the small benefits of intrusive pursuit of their readers do. "It should also take into account indirect costs, the invasion of private life undermines the trust of readers, which should be a concern for publications looking for voluntary contributions," the foundation said.

Media such as The New York Times has ceased advertising and has seen profits growth in this revenue. When Facebook was forced to drop ads with discriminatory filters based on age, race, and gender, their actions instead of falling, which to some extent confirms what few want to admit: this advertising does not work and nor the general public.