By Bob Deakin
Algorithms and Cookies Series Part II
The longer I stay engaged on a platform or site, the more exposure advertisements receive. To advertisers, I always wanted to be a unique visitor, not merely a line of code. But it turns out I’m more than that. I’m not just data, I’m an impression.
Of course, I realize I’m more important as a meaningful impression—one seen by people who will use the information—but I’m working things out.
Follow the Money
In Why You See What You See by Georgetown Law Technology, the advice says follow the money. Advertisers seek out platforms with a high number of impressions on their ads, providing social media platforms with an incentive to keep users engaged.
“To keep users engaged for as long and as frequently as possible, social media platforms want to make their news feeds interesting and relatable to users. It becomes crucial to predict what individual users, or groups of users, may find interesting.”
Look Before You Leap
Like using your driver's license as your profile pic on social media, it's downright dangerous to be a digital presence. Software company McAfee says don't forget three of the most obvious surfing rules:
Look Before You Leap: Preview a link to make sure that it’s redirecting you where you expect.
Be Skeptical: Because a “company” advertises on Facebook doesn’t make it legit.
Avoid Risky Websites: Suspicious websites are a haven of dangerous links.
Occasionally, I’ll find myself standing over such an obvious piece of digital trash that I turn my head. But that doesn’t mean I haven’t clicked all kinds of crap. I go to the New York Post for sports columnists, but it is a minefield of clickbait (churnalism), just waiting to grab a piece of me.
Fortunately, I have faith in my surfing habits and cybersecurity.
Stop, Hey, What’s That Sound?
I must have clicked a link about rock band Buffalo Springfield some time ago because I can’t escape social media pages about them. I’m not a fan, and they broke up before the first moon landing. It’s like the living members of the band are chasing down a long-lost son.
Kick Me
For the sake of this story, on September 15 at 1:55 pm, I clicked on the Facebook ad below for vision supplements:
Within 40 minutes, using my desktop, laptop or phone, I saw the following ads on either Facebook, Google, Instagram, TikTok or YouTube. Since I added the hyperlinks below, I’ve assured contact from eye product retailers for the next decade.
I’m Not Just Data, I’m an Impression
Of course, you can’t quantify how many ads you get as a result of one click. Suffice to say, for a couple of weeks you will be reminded of that click you made. Following up on my earlier ‘follow the money’ advice, pay per clicks (PPC) are an excellent way to generate revenue.
I could complain, but the bots, spiders, data scientists, ops teams and all in the algorithm and cookies business are doing a great job using my information. They use my digital footprint to steal my money, but as long as they do it nicely, that’s okay.
Algorithms and cookies make life easier, which is good. They also invite risk, and tempt us to do things we shouldn’t do. That’s bad. Now get back to your online gambling. You won’t find any clickbait there. Pardon me while I delete some cookies.
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