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  • feedwordpress 23:37:52 on 2017/09/15 Permalink
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    This Is What Happens When Context Is Lost. 

    The post This Is What Happens When Context Is Lost. appeared first on John Battelle's Search Blog.

    Buzzfeed Google Ads

    (Cross posted from NewCo Shift)

    Facebook and Google’s advertising infrastructure is one of humanity’s most marvelous creations. It’s also one of its most terrifying, because, in truth, pretty much no one really understands how it works. Not Mark Zuckerberg, not Larry Page, and certainly not Russian investigator Robert Mueller, although of the bunch, it seems Mueller is the most interested in that fact.

    And that’s a massive problem for Facebook and Google, who have been dragged to the stocks over their algorithms’ inability to, well, act like a rational and dignified human being.

    So how did the world’s most valuable and ubiquitous companies get here, and what can be done about it?

    Well, let’s pull back and consider how these two tech giants execute their core business model, which of course is advertising. You might want to pour yourself an adult beverage and settle in, because by the end of this, the odds of you wanting the cold comfort of a bourbon on ice are pretty high.

    In the beginning (OK, let’s just say before the year 2000), advertising was a pretty simple business. You chose your intended audience (the target), you chose your message (the creative), and then you chose your delivery vehicle (the media plan). That media plan involved identifying publications, television programs, and radio stations where your target audience was engaged.

    Those media outlets lived in a world regulated by certain hard and fast rules around what constituted appropriate speech. The FCC made sure you couldn’t go full George Carlin in your creative execution, for example. The FTC made sure you couldn’t commit fraud. And the FEC — that’s the regulatory body responsible for insuring fairness and transparency in paid political speech — the FEC made sure that when audiences were targeted with creative that supports one candidate or another, those audiences could know who was behind same-said creative.

    But that neat framework has been thoroughly and utterly upended on the Internet, which, as you might recall, has mostly viewed regulation as damage to be routed around.

    After all, empowering three major Federal regulatory bodies dedicated to old media advertising practices seems like an awful lot of liberal overkill, n’est ce pas? What waste! And speaking of waste, honestly, if you want to “target” your audience, why bother with “media outlets” anyway?! Everyone knows that Wanamaker was right — in the offline world, half your advertising is wasted, and thanks to offline’s lack of precise targeting, no one has a clue which half that might be.

    But as we consider tossing the offline baby out with the bathwater waste, it’s wise to remember a critical element of the offline model that may well save us as we begin to sort through the mess we’re currently in. That element can be understood via a single word: Context. But we’ll get to that in a minute. First, let’s go back to our story of how advertising has shifted in an online world, and the unintended consequences of that shift (if you want a even more thorough take, head over to Rick Webb’s NewCo Shift series: Which Half Is Wasted).

    Google: Millions Flock to Self Service, Rise of the Algos

    Back in the year 2000, Google rolled out AdWords, a fantastically precise targeting technology that allowed just about anyone to target their advertisements to…just about anyone, as long as that person was typing a search term into Google’s rapidly growing service. (Keep that “anyone” word in mind, it’ll come back to haunt us later.) AdWords worked best when you used it directly on Google’s site — because your ad came up as a search result right next to the “organic” results. If your ad was contextually relevant to a user’s search query, it had a good chance of “winning” — and the prize was a potential customer clicking over to your “landing page.” What you did with them then was your business, not Google’s.

    As you can tell from my fetishistic italicization, in this early portion of the digital ad revolution, context still mattered. Google next rolled out “AdSense,” which placed AdWords on publishers’ pages around the Internet. AdSense didn’t work as well as AdWords on Google’s own site, but it still worked pretty well, because it was driven by context — the AdSense system scanned the web pages on which its ads were placed, and attempted to place relevant AdWordsin context there. Sometimes it did so clumsily, sometimes it did so with spectacular precision. Net net, it did it well enough to start a revolution.

    Within a few years, AdWords and AdSense brought billions of dollars of revenue to Google, and it reshaped the habits of millions of advertisers large and small. In fact, AdWords brought an entirely new class of advertiser into the fold — small time business owners who could compete on a level playing field with massive brands. It also reshaped the efforts of thousands of publishers, many of whom dedicated small armies of humans to game AdWords’ algorithms and fraudulently drink the advertisers’ milk shakes. Google fought back, employing thousands of engineers to ward off spam, fraud, and bad actors.

    AdWords didn’t let advertisers target individuals based on their deeply personal information, at least not in its first decade or so of existence. Instead, you targeted based on the expressed intention of individuals — either their search query (if on Google’s own site), or the context of what they were reading on sites all over the web. And over time, Google developed what seemed like insanely smart algorithms which helped advertisers find their audiences, deliver their messaging, and optimize their results.

    The government mostly stayed out of Google’s way during this period.

    When Google went public in 2004, it was estimated that between 15 to 25 percent of advertising on its platform was fraudulent. But advertisers didn’t care — after all, that’s a lot less waste than over in Wanamaker land, right? Google’s IPO was, for a period of time, the most successful offering in the history of tech.

    Facebook: People Based Marketing FTW

    Then along came Facebook. Facebook was a social network where legions of users voluntarily offered personally identifying information in exchange for the right to poke each other, like each other, and share their baby pictures with each other.

    Facebook’s founders knew their future lay in connecting that trove of user data to a massive ad platform. In 2008, they hired Sheryl Sandberg, who ran Google’s advertising operation, and within a few years, Facebook had built the foundation of what is now the most ruthlessly precise targeting engine on the planet.

    Facebook took nearly all the world-beating characteristics of Google’s AdWords and added the crack cocaine of personal data. Its self service platform, which opened for business a year or so after Sandberg joined, was hailed as ‘ridiculously easy to use.’ Facebook began to grow by leaps and bounds. Not only did everyone in the industrialized world get a Facebook account, every advertiser in the industrialized world got themselves a Facebook advertising account. Google had already plowed the field, after all. All Facebook had to do was add the informational seed.

    Both Google and Facebook’s systems were essentially open — as we established earlier, just about anyone could sign up and start buying algorithmically generated ads targeted to infinite numbers of “audiences.” By 2013 or so, Google had gotten into the personalization game, albeit most folks would admit it wasn’t nearly as good as Facebook’s, but still, way better than the offline world.

    So how does Facebook’s ad system work? Well, just like Google, it’s accessed through a self-service platform that lets you target your audiences using Facebook data. And because Facebook knows an awful lot about its users, you can target those users with astounding precision. You want women, 30–34, with two kids who live in the suburbs? Piece of cake. Men, 18–21 with an interest in acid house music, cosplay, and scientology? Done! And just like Google, Facebook employed legions of algorithms which helped advertisers find their audiences, deliver their messaging, and optimize their results. A massive ecosystem of advertisers flocked to Facebook’s new platform, lured by what appeared to be the Holy Grail of their customer acquisition dreams: People Based Marketing!

    The government mostly stayed out of Facebook’s way during this period.

    When Facebook went public in 2012, it estimated that only 1.5% of its nearly one billion accounts were fraudulent. A handful of advertisers begged to differ, but they were probably just using the system wrong. Sad!

    Facebook’s IPO quickly became the most successful IPO in the history of tech. (Till Alibaba, of course. But that’s another story).

    (Meanwhile, Programmatic.)

    The programmatic Lumascape. Seems uncomplicated, right?

    Stunned by the rise of the Google/Facebook duopoly, the tech industry responded with an open web answer: Programmatic advertising. Using cookies, mobile IDs, and tons of related data gathered from users as they surfed the web, hundreds of startups built an open-source version of Facebook and Google’s walled gardens. Programmatic was driven almost entirely by the concept of “audience buying” — the purchase of a specific audience segment regardless of the context in which that audience resided. The programmatic industry quickly scaled to billions of dollars — advertisers loved its price tag (open web ads were far cheaper), and its seemingly amazing return on investment (driven in large part by fraud and bad KPIs, but that’s yet another post).

    Facebook and Google were unfazed by the rise of programmatic. In fact, they bought the best companies in the field, and incorporated their technologies into their ever advancing platforms.

    The Storm Clouds Gather

    But a funny thing happened as Google, Facebook and the programmatic industry rewrote advertising history. Now that advertisers could precisely identify and target audiences on Facebook, Google and across the web, they no longer needed to use media outlets as a proxy for those audiences. Media companies began to fall out of favor with advertisers and subsequently fail in large numbers. Google and Facebook became advertisers’ primary audience acquisition machines. Marketers poured the majority of their budgets into the duopoly — 70–85% of all digital advertising dollars go to the one or the other of them, and nearly all growth in digital marketing spend is attributable to them as well.

    By 2011, regulators began to wrap their heads around this burgeoning field. Up till then, Internet ads were exempt from political regulations governing television, print, and other non digital outlets. In fact, both Facebook and Google have both lobbied the FEC, at various times over the past decade or so, to exclude their platforms from the vagaries of regulatory oversight based on an exemption for, and I am not making this up, “bumper stickers, pins, buttons, pens and similar small items” where posting a disclaimer is impracticable (sky writing is also mentioned). AdWords and mobile feed ads were small, after all. And everyone knows the Internet has limited space for disclaimers, right?

    Anyway, that was the state of play up until 2011, when Facebook submitted a request to the FEC to clear the issue up once and for all. With a huge election coming in 2012, it was both wise and proactive of Facebook to want to clarify the matter, lest they find themselves on the wrong end of a regulatory ruling with hundreds of millions of dollars on the line.

    The FEC failed to clarify its position, but did request comment from industry and the public on the issue (PDF). In essence, things remained status quo, and nothing happened for several years.

    That set the table for the election of 2016. In October of that year, perhaps realizing it had done nothing for half a decade while the most powerful advertising machine in the history of ever slowly marched toward its seemingly inevitable date with emergent super intelligence, the FEC re-opened its request for comments on the whether or not political advertising on the Internet should have some trace of transparency. But that was far too late for the 2016 election.

    The rest, as they inevitably say, is history in the making.

    Time will tell, I suppose.

    So Now What?

    Most everyone I speak to tells me that last week’s revelations about Facebook, Russia, and political advertising is, in the words of Senator Mark Warner, “the tip of the iceberg.” Whether or not that’s true (and I for one am quite certain it is), it’s plenty enough to bring the issue directly to the forefront of our political and regulatory debate.

    Now the news is coming fast and furious: At what was supposed to be a relatively quotidian regular meeting of the FEC this week, the commissioners voted unanimously to re-open (again) the comment period on Internet transparency. The Campaign Legal Center, launched in 2002 by a Republican ally of Senator John McCain (co-sponsor of the McCain Feingold Bipartisan Campaign Reform Act of 2002), this week issued a release calling for Facebook to disclose any and all ads purchased by foreign agents. (Would that it were that simple, but we’ll get to that in the next installment.) One of the six FEC commissioners, a Democrat, subsequently penned an impassioned Op Ed in the Washington Post, calling for a new regulatory framework that would protect American democracy from foreign meddling. The catch? The Republicans on the commission refuse to consider any regulations unless the commission receives “enough substantive written comments.”

    Once the link for comments goes up in a week or two, I’m pretty sure they will.

    But in the meantime, there’s plenty of chin stroking to be done over this issue. While this may seem like a dust up limited to the transparency of political advertising on the internet, the real story is vastly larger and more complicated. The wheels of western capitalism are greased by paid speech, and online, much of that speech is protected by the first amendment to our constitution, as well as established policies enshrined in contract law between Facebook, Google, and their clients. There are innumerable scenarios where a company or organization demands opacity around its advertising efforts. So many, in fact, that if I were to go into them now, I’d extend this piece by another 2,500 words.

    And given I’m now close to 3,000 words in what was supposed to be a 600-word column, I’m going to leave exploring those scenarios, and their impact, to next week’s columns. In the meantime, I’ll be speaking with as many experts and policy folks from tech, Washington, and media as I can find. Suffice to say, big regulation is coming for big tech. Never in the history of the tech industry has the 1996 CDMA ruling granting tech platforms immunity from the consequences of speech on their own platforms been more germane. Whether it’s in jeopardy or not remains to be seen.

    This is not a simple issue, and resolving it will require a level of rational discourse and debate that’s been starkly absent from our national dialog these past few years. At stake is not only the fundamental advertising models that built our most valuable tech companies, but also the essential forces and presumptions driving our system of democratic capitalism*. Not to mention the nascent but utterly critical debate around the role of algorithms in civil society. And as we explore solutions to what increasingly feels like an intractable set of questions, we’d do well to keep one word in mind: Context.


    *Ask yourselves this: Are the advertising platforms behind Alibaba and Tencent worried about transparency?

    The post This Is What Happens When Context Is Lost. appeared first on John Battelle's Search Blog.

     
  • feedwordpress 02:42:37 on 2017/08/11 Permalink
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    No. Social Terrorists Will Not Win 

    The post No. Social Terrorists Will Not Win appeared first on John Battelle's Search Blog.

    Social Terrorist

     

     

     

     

     

     

     

     

     

     

     

     

     

    small group of social terrorists have hijacked the rational discourse led by society’s most accomplished, intelligent, and promising organizations.

    (cross posted from NewCo Shift)

    Let’s start with this: Google is not a perfect company. It’s easy to cast it as an omniscient and evil villain, the leader of a millennium-spanning illuminati hellbent on world subjugation. Google the oppressor. Google the silencer of debate. Google, satanic overlord predicted by the holy text!

    But that narrative is bullshit, and all rational humans know it. Yes, we have to pay close attention — and keep our powder dry — when a company with the power and reach of Google (or Facebook, or Amazon, or Apple…) finds itself a leader in the dominant cultural conversation of our times.

    But when a legitimate and fundamentally important debate breaks out, and the company’s employees try to come together to understand its nuances, to find a path forward …..To threaten those engaged in that conversation with physical violence? That’s fucking terrorism, period. And it’s damn well time we called it that.

    Have we lost all deference to the hard won lessons of the past few hundred years? Are we done with enlightenment, with scientific discourse, with fucking manners? Do we now believe progress can only be imposed? Have we abandoned debate? Can we no longer engage in rational discourse, or move forward by attempting to understand each other’s point of view?

    I’m so fucking angry that the asshat trolls managed to force Google’s CEO Sundar Pichai to cancel his planned all hands meeting today, one half hour before it started, I’m finding it hard to even write. Before I can continue, I just need to say this. To scream it, and then I’m sure I’ll come to my senses: FUCK YOU. FUCK YOU, asshats, for hijacking the conversation, for using physical threats, implied or otherwise, as a weapon to shut down legitimate rational discourse. FUCK YOU for paralyzing one of our society’s most admired, intelligent, and successful engines of capitalism, FUCK YOU for your bullying, FUCK YOU for your rage and your anger, FUCK YOU for making me feel just like I am sure you feel about me: I want to fucking kick your fucking ass.

    But now I will take a breath. And I will remember this: The emotions of that last paragraph never move us forward. Ever.

    Google was gathering today to have an honest, difficult, and most likely emotional conversation about the most important idea in our society at present: How to allow all of us to have the right to our points of view, while at the same time insuring the application of those views don’t endanger or injure others. For its entire history, this company has had an open and transparent dialog about difficult issues. This is the first time that I’ve ever heard of where that dialog has been cancelled because of threats of violence.

    This idea Google was preparing to debate is difficult. This idea, and the conflict it engenders, is not a finished product. It is a work in progress. It is not unique to Google. Nor is it unique to Apple, or Facebook, Microsoft or Apple — it could have easily arisen and been leapt upon by social terrorists at any of those companies. That it happened at Google is not the point.

    Because this idea is far bigger than any of those companies. This idea is at the center of our very understanding of reality. At the center of our American idea. Painstakingly, and not without failure, we have developed social institutions — governments, corporations, churches, universities, the press — to help us navigate this conflict. We have developed an approach to cultural dialog that honors respect, abjures violence, accepts truth. We don’t have figured it out entirely. But we can’t abandon the core principles that have allowed us to move so far forward. And that is exactly what the social terrorists want: For us to give up, for us to abandon rational discourse.

    Google is a company comprised of tens of thousands of our finest minds. From conversations I’ve had tonight, many, if not most of those who work there are fearful for their safety and that of their loved ones. Two days ago, they were worried about their ability to speak freely and express their opinions. Today, because social terrorists have gone nuclear, those who disagree with those terrorists — the vast majority of Googlers, and by the way, the vast majority of the world — are fearful for their physical safety.

    And because of that, open and transparent debate has been shut down.

    What. The. Fuck.

    If because of physical threat we can no longer discuss the nuanced points of a difficult issue, then America dies, and so does our democracy.

    This cannot stand.

    Google has promised to have its dialog, but now it will happen behind closed doors, in secrecy and cloaked in security that social terrorists will claim proves collusion. Well done, asshats. You’ve created your own reality.

    It’s up to us to not let that reality become the world’s reality. It’s time to stand up to social terrorists. They cannot and must not win.

    The post No. Social Terrorists Will Not Win appeared first on John Battelle's Search Blog.

     
  • feedwordpress 19:38:30 on 2017/05/31 Permalink
    Tags: Book Related, books, culture, ,   

    Is Humanity Obsolete? 

    The post Is Humanity Obsolete? appeared first on John Battelle's Search Blog.

    image

    Upon finishing Yuval Harari’s Homo Deus, I found an unwelcome kink in my otherwise comfortably adjusted frame of reference. It brought with it the slight nausea of a hangover, a lingering whiff of jet exhaust from a hard night, possibly involving rough psychedelics.

    I’m usually content with my (admittedly incomplete) understanding of the role humanity plays in the universe, and in particular, with the role that technology plays as that narrative builds. And lately that technology story is getting pretty damn interesting — I’d argue that our society’s creation of and reaction to digital technologies is pretty much the most important narrative in the world at present.

    But as you consider that phrase “digital technologies,” are you conjuring images of computers and iPhones? Of “the cloud” and Google? Facebook, Snapchat, Twitter, Netflix, Slack, Uber? I’ve always felt that this group of artifacts — the “things” that we claim as digital — the companies and the devices, the pained metaphors (cloud?!) and the juvenile apps — these are only the most prominent geographic features of a vaster and more tectonic landscape, one we’ve only begun to explore.

    Harari would ask us to explore that landscape with a new state of mind — to abandon our human-centered biases — our Humanism — and consider what our embrace of technology may augur for our species. Yet through most of the book, he failed to push me from my easy chair. It was comforting to nod along as Harari argued that the devices — the computers, the platforms and the networks — are nothing more than the transit layer in humanity’s inevitable evolution to a more god-like species. And cognizant of the inescapable baggage of the “digital technologies” tag, Harari has gifted his new state of mind with a name: Dataism. More on that in a minute.

    Homo Deus is the possibly too-clever-by-half continuation of the author’s masterstroke bestseller Sapiens, which the New York Times, despite crowning it as a runaway hit, acidly derided as “tailor-made for the thought-leader industrial complex.” If that made you snort the literary milk out your erudite nose, just wait for the other whiteshoe to drop: The same Times review charitably credited Homo Deus with having “the easy charms of potted history.”

    Oh, Snap!

    And look, the decidedly humanist Times is right to be offended by Harari’s assertions. For they are utterly unsettling, in particular to those most content in the warm embrace of Humanism, which Harari dismisses as a state of mind already past its prime. Dataism is its replacement — a reductive religion of algorithms, both biological and digital, driven by intelligence but decoupled from consciousness. It is therefore unconcerned with experience, the very bread which feeds humanist mythos. Net net: Let’s just say Dataism could really give a fuck about people in the long run. Harari’s money quote? “Homo sapiens is an obsolete algorithm.”

    So yeah, the ideas prosecuted in the pages of these two works, which run collectively just under 900 pages, are unsettling. But unlike the Times reviewer, I’m not ready to dismiss them as so much armchair pottery. It’s not often a work of literary merit (and this is certainly that) forces our vaunted industry to consider itself.

    And did our industry consider it? After all, this is the follow on to Sapiens, a book celebrated by Mark Zuckerberg, Bill Gates, and Barak Obama, for goodness sakes.

    Turns out, our industry has pretty much ignored Homo Deus. Ezra Klein did have a thing or two to say about it in a podcast, but…crickets from most everywhere else.


    Technology is having a crisis of self reflection. It’s understandable — we’re not the types to think too hard about the impact of our actions, because we’ve already anticipated them, after all. Creating new behaviors is the business we’re in, so we’re not surprised when they actually happen. We’ve developed a super-fast creative process on top of digital technologies — we come up with new plans as quickly as the old ones fail, and the act of doing this just proves our world view correct: We have a thesis, we prosecute it, and as we collect more data — including and especially data about our failure — we stare at it all, we rethink our approach, and we deftly devise a new algorithm to navigate around the damn problem. The better the acuity of our data, the more responsive our tools, the better the outcomes. Even when most of us lose, we’re always winning! Failure is just more data to fuel an eventual, inevitable victory.

    This approach to life and business doesn’t reward deep reflection. And we know it. That’s why we’re so damn obsessed with meditation, with yoga (guilty), with flying to South America and doing strange psychedelic drugs. But so far all those reflections center on the me, and not on the us, on the society we are building. How often do we — the Royal Technology We — consider the butterfly effects of our work? And don’t tell me Zuck did it for us with that manifesto. That thing could have used a touch more psilocybin, amiright?

    Perhaps Harari strikes us as a lecturing harridan — we know we have more homework to do. We understand we now rule the world, but we are reluctant leaders, because our industry has forever been in opposition, forever carrying a torch for a future state of humankind that the noobs and the squares and the company men didn’t get.

    Only, we’ve won. So now what?


    Well, that gets us to purpose. Why are we here? Why are you here? Why am I here? What are we here for?

    Remember when you were a kid, in that kid-like state of mind, when you whispered to a friend, a confidante — “Where’s the wall at the end of universe?” And if they bit, if they acknowledged there might be an end to it all, a place where the universe ebbs to finality, you ask them this: “Well, then, what’s on the other side of the wall!?”

    Remember that little pre-adolescent mind hack? Yeah, we’re about at that point now, Technology Industry. It’s time for us to come up with a better answer.

    My favorite response to this paradox is: “The unimaginable.” That’s what’s on the other side of the wall. The only boundary in the universe, for Homo sapiens anyway, is the fact that we need a boundary in the first place. We understand so much, but at the end of that understanding we face the unimaginable. In that dark gravity we first populated gods, then God Himself, then Science and its attendant Humanism, and now….well, Harari makes the case that our digital technologies have hastened our transition us to a new era — one in which we “dissolve within the data torrent like a clump of earth within a gushing river.”

    OK, I’m out of my armchair now. If all biology is algorithms, and science certainly believes this is so, then our fate is to join the church of pure information processing, driven by the inescapable end game of evolution.

    Checkmate! Humanity exists because algorithms exist, algorithms that predate us, algorithms that will outlive us, and algorithms that exist for one reason: to solve problems. If we embrace this, then perhaps we stand at the cusp of solving our biggest problem ever: ourselves.

    I”m not sure I buy all this — and even Harari, at the very end of his book, admits he’s not sure either (that felt like quite a hedge, to be honest). But the issues he raises are worthy of deeper debate — in particular inside our own industry, where self-reflection is far too absent.

    The post Is Humanity Obsolete? appeared first on John Battelle's Search Blog.

     
  • feedwordpress 05:31:56 on 2017/05/04 Permalink
    Tags: Book Related,   

    Ads. Grrr. 

    The post Ads. Grrr. appeared first on John Battelle's Search Blog.

    (Cross posted on Medium)

    I honestly didn’t want to say this, but. I did have other things to do tonight than write about advertising. Again. But g’damn, folks. Can we get our shit together?

    I know Google thinks it is doing something about it. But that Chrome feature you call ad blocking? Well, OK, there’s some good in it — it even addresses the issue I’m on about right now, sort of*. But come on. It has no power unless you block ads in Facebook’s feed, amiright?!!! (Wink!)

    Anyway, just now, five minutes ago, I was grokking Sam Harris’ latest podcast, featuring a very controversial intellectual by the name of Charles Murray (long, looooong fucking story). Yeah, I’m late to the podcast game. It’s been NetFlix, music, sports and Stern during Normal Podcast Times, so I kind of side-stepped that resurgence for the past few years till recently.

    And Harris’ interview with Charles Murray this week was, well, a revelation in a couple ways. First….two hours? On an intellectual tempest that underpins a fair amount of the shit going on in our country today? What a … novelty, right? And second…damn! I knew the Bell Curve was a major thing, but…Harris *really* put his reputation on the line here, and, that makes for some good baseball, no matter your point of view.

    Anyway, I’ve spent enough time around ideas and the folks who create them to know there’s always more to the story, so after listening, I googled around (yes Google, I did that on purpose, sorry, but it’s lower case usage for you from now on, please block Facebook ads in your Chrome extension that would be such a cool dust up to watch okthanksbye) to find out who might disagree with the cautious but still high-on-camaraderie conversation I had just ingested.

    That’s when I found this extremely contrarian post on a site I’d never heard of (which is quite normal for me. The independent web is huge and growing. Don’t believe the hype that says the platforms have won — it’s plain wrong). I still haven’t grokked *the site itself*, though I did read the post. And that’s not because I didn’t want to (I do, I always do), but because midway through my focused read of the post itself, the site did something that will forever place it on my shit list: It forced a pop-under ad into (well, under) my browser, which then autoplayed, quite loudly, commercial audio that interrupted a particularly wonderful passage in “Dawned on Me” from Wilco’s The Whole Love, the album I had chosen as my companion for my minor but heretofore pleasant intellectual journey.

    And that is some Serious Bullshit. Some serious, serious bullshit. As I immediately said on Twitter (because, really, the best and first use of Twitter is to mutter like an old man to the sympathetic person you imagine is in the room with you, right?):

    “It used to be, when you visited a site, you’d learn something about it from the ads. Now you just learn what the ads think of you.”

    What I learned was that the ads (and by extension, the site) had exactly zero interest in my current state of mind, despite the fact that the content I was consuming was entirely about influencing my state of mind. Nope, the site said, all we care about is that you’re *paying attention.* That can be arbitraged for a twelve-dollar CPM! So fuck you, reader. I’ll take the cash.

    These asshats crashed my Wilco-enhanced journey of intellectual advancement. That kind of pisses me off. Maybe I’m wrong to assume I have a right to that journey. I understand. (But honestly, fuck you.)

    I think we can do better.

    So, sorry, site, I’m done with you, despite your best efforts to change my mind about Sam Harris and Charles Murray, or to inform what may or may not be a rational point of view about the critical issues I am attempting to consider (and damn, they are pretty damn critical right about now).

    So. Here’s my conclusion. We need a place to discuss ideas that is absent the dark gravity associated with this kind of advertising.

    This seems to me a rather urgent thing to build. Remember “We Must Fix This Fucking Mess”? That.


    *And Google, as much as I’d love you to top-down this problem, that’s not how we fix it. We fix it through culture and community, not by fiat. 

    The post Ads. Grrr. appeared first on John Battelle's Search Blog.

     
  • feedwordpress 22:57:09 on 2017/01/11 Permalink
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    We Must Fix This Fucking Mess 

    The post We Must Fix This Fucking Mess appeared first on John Battelle's Search Blog.

    gazetteer

    Here are the caveats for the rant I am about to write.

    1. The fact that I am writing this on Medium will cause many of you to dismiss me for hypocrisy. Don’t. Read to the end.
    2. I will be saying the word “F*CK” a lot. If that bothers you, time to depart for calmer waters.
    3. This post will be subject to dismissal due to charges of high nostalgia — I will be accused of living in the past, failing to get the future, not getting with the times, being the old man yelling “get off my lawn,” etc. These characterizations will be all entirely right. And totally irrelevant.
    4. This post will be compared, most likely unfavorably, to the many, many, many, many wonderful (and better) posts that have already been written on this subject. That’s fine. I just want to add my voice to the conversation.
    5. This post will piss off friends of mine at Facebook, Medium, LinkedIn, and probably Google. Sorry in advance. Kinda.

    Ok, now that we’ve got that out of the way, it’s time to say something out loud.

    WE GOT IT FUCKING RIGHT THE FIRST TIME.

    We were lucky, we were visionary, we were idiots, we were savants. But we got Internet publishing right the first time — and then we (sometimes actively, sometimes by inaction) fucked it up. Moreover, we KNEW it was on a path to peril, and we slouched towards Bethlehem, expecting that at some point the problem would correct itself.

    IT DIDN’T.

    Internet based publishing is so fucked up that the people most responsible for some of its loveliest platforms — Ev Williams of Blogger, Twitter and Medium, Matt Mullenweg of WordPress — these guys positively, absolutely HATE the Internet’s chosen business model. Always have. Probably always will.

    Ev hates advertising so much, he damn near killed his own company last week trying to get away from the practice. Matt, well anyone who knows Matt will tell you, the guy would rather wear a tutu than woo an advertiser. Both feel there’s something utterly corrupt about the whole affair. And they’re not entirely wrong.

    But they’re not entirely right, either. More on than in a minute.

    But first, for those of you reading this and wondering “What the F is this guy talking about?” well, first of all, welcome to History 101, and secondly, thanks for sticking around. We can’t fix this without your help. I certainly don’t want to go back to using early versions of WordPress or Moveable Type.

    But when I was, I’ll tell you one thing.

    I KNEW WHO THE FUCK WAS READING ME. I KNEW WHY. I KNEW WHO SENT THEM TO ME, AND I WAS GRATEFUL TO THOSE PEOPLE/SITES/PLATFORMS THAT SENT ME THOSE READERS.

    Now, I have no idea. Again, for emphasis: despite all the whizzy bang-y social media we’ve invented these past ten years, I HAVE NOT ONE CLUE WHO IS READING ME ON A REGULAR BASIS, NOR DO I KNOW WHO TO THANK FOR SENDING THEM TO ME.

    Sure, I have a general idea. I can look at my analytics in all those aforementioned platforms, and I could, if I have either earned or hired a double PhD in Big Data and Theology, I might be able to divine some patterns as to how my readers ended up reading my stuff. But given they’re scattered across four, five or six platforms, all with different algorithms, business models, presentation layers, analytics (or lack thereof), and permissions, well, good fucking luck making sense of your audience as an actual community that cares about what you’re saying.

    And we wonder why publishing is so fucked.

    This is the single most immutable rule of media, folks. PUBLISHING IS COMMUNITY. And if you don’t know who your community is, you’re screwed.

    Kudos to Jessica, to Ben, to Sarah, who’ve realized this and demanded readers become paying subscribers, and not on anyone else’s platform, but out there on the messy, attenuating Open Web. But let’s call their success what it is: Proof by exception. These are small communities of thousands, or tens of thousands of readers, all willing to pay in the tens or hundreds of dollars for inside access to a valuable industry. Would each of those readers pay similarly for a dozen or two dozen other services, so as to be both well read and members of diverse communities? NO FUCKING WAY. And therein lies the problem.

    It’s a big problem, folks. It’s a mighty big problem. Sure, we might see the “pay for a few important sources” model play out across all manner of “industries” — lots of small, focused publications paid for by a subscriber base that has a vested, commercial interest in the information they receive. But how is that possibly encouraging the open, democratic access to information upon which our Republic depends?

    If you’ve read your Hamilton (the book, damnit), you know America is built on the back of brilliant pamphleteers, but damn it, it’s also built on capitalism. And capitalists need a place to speak to the people! Rivington’s newspaper (where Hamilton first published) was called the New York Gazetteer, sure, but it’s second name was the fucking Weekly Advertiser.

    So I’m tired of all this nonsense about how the Internet’s business model is broken because advertising sucks. I call bullshit. Advertising is a greatbusiness model. But it has become completely divorced from the creators and conveners of community — authors and publishers. It’s been channeled into a few oligarchic platforms which have, through no obvious, direct, or apparently malicious intent of their own, drunk our fucking milkshakes. The rest of us (and there are MILLIONS of us, and we are MIGHTY, if we decide to be), well the rest of us are left fighting over a shrinking pie, building extraordinary technology which we have increasingly bent toward the gray.

    I know, I know, it’s fashionable to blame Google, Facebook*, and their ilk for siphoning off all the advertising dollars publishers used to get, but I’m not going to. They simply did what conditions allowed them to do, which is create a welcoming place for advertisers who were feeling a bit unloved by the vast, bleached coral reef that is the open web. They identified a need, and they filled it. They built impressive, scaled, data-driven advertising machines. They won.

    But what they failed to win was the Gazetteer portion of the equation. The CONTENT. Thanks in large part to Safe Harbor syndrome (I just made that up, please hashtag that shit and make it a thing), these platforms disavowed any responsibility for the content that pulsed through their systems, the very content written by us millions, the very lifeblood of our Republic. They were never publishers, after all, nor were they media companies. No no, they were platforms, neutral to the core, bloodless algorithms matching a reader’s intent to a publisher’s content, nothing to see here, move along, just providing a service and taking our small tax along the way…

    And that was kind of true, in the beginning, anyway. Back when Google was young, blogging was a thing, and the web shone brightly in its Golden Age. The great Search Engine That Won ruled as a benign monarch, impassively distributing intent like oxygenated water across the kelp beds of web publishing. For a brief, wonderful moment, it all Worked.

    I won’t go into why it broke down (that’s another essay), but I do want to take a look at why it worked. Because perhaps there are some lessons to be learned as we look to the future of Internet publishing. (And yes, I do think publishing has a future on the Internet — we must tell stories. We must converse, we must because that is who we are, at such a deep level I can’t even fathom an argument about it.)

    So what worked? Here’s my list, add to it as you will (that’s why there are comments, after all):

    • Open Links. An open economy of links allows authors and publishers to create a gift economy that sends attention and influence from one place to another. Of course, the open link economy is subject to fraud, abuse, rent extraction, and corruption.
    • Trackbacks. Built on open links, trackbacks allow publishers to know who’s gifting who. They’re a critical social proof in an attention economy. In another essay, I called them “meaningful handshakes from one mind to another.” Knowing who was linking to your stuff was deeply important to trace-route the social fabric of your community. Of course, trackbacks failed because spam (see above).
    • Analytics. Early web publishers had access to meaningful signals of how readers engaged with their content. Of course, once you’re publishing on someone else’s platform, the meaningful signals are reserved for the platform, not for the content creator.
    • Comments. I know, I know. But before comment spam and the rise of troll culture, comments Really Fucking Mattered. Medium has brought comments back in a meaningful way through Responses. Thank you.
    • Advertising. I’m sorry, but advertising really does matter, in that it encourages small publications with ardent and meaningful audiences to continue doing what they were doing, which is inform, connect, and inspire communities of people. What broke with advertising was its disconnection from community, just as with publishers. Sure, you can buy audience all day long. But without context? C’mon.
    • And and and… There are more, but I want to get to my conclusion.

    Here’s my point: One by one, we lost what was Good about the early web, and ceded it all to the platforms. What held promise ten years ago — that the web would spawn an ecosystem of millions of robust, connected voices — was lost to an oligarchy of Facebook, Google, and to a lessor extend LinkedIn, Twitter, and Snapchat. But I deeply believe we can bring it back. And yes, I believe advertising has a role to play. And Big Data. And subscription, but not if it’s of the micro-payment, subscribe-to-just-this-site variety.

    We can get there, but not without all of us getting together and figuring out what our next steps should be.

    Who’s in?

    • Yes, yes, YES, I saw the fucking news from Facebook today. Great! You know the best way to change this formula? Tilt the revenue gains to the publishers, and make sure they have kickass analytics (and real data!) about their readers. You know, get them paid, for reals, and connect them to their audiences, for reals (IE stop preferencing your platform over theirs). I’ve not spoken to a single publisher who feels they are getting reliable, understandable, reasonable, or meaningful revenue or data from chasing Facebook traffic. Fix that, be a hero. I doubt it’ll be more than a rounding error in overall Facebook revenue or growth.
    gazetteer

    The post We Must Fix This Fucking Mess appeared first on John Battelle's Search Blog.

     
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