You’ve read the headlines. You’ve heard the panicking pundits. Google, Facebook and many other companies are harvesting as much data about you as they can get. They’re dropping cookies on your PC and “tracking” you as you surf the web.
All these companies are desperate to “violate your privacy” and monitor, track, record, eavesdrop and spy on you, and no amount of personal data is enough. They always want more.
At least that’s what we’re told.
The problem with this view is that it’s based on faulty assumptions and fuzzy logic.
Here’s what’s really going on.
Nearly all the business growth in the marketing racket these days is not marketing, but something called remarketing. It’s also called personalized retargeting, behavioral retargeting or search retargeting.
All this is just marketing jargon for the attempt to influence your future behavior based on your past behavior.
Let me give you a simple example.
Let’s say you search Google for a home espresso machine. Google returns an online catalog that sells such high-end coffee stuff, and you click on the link. You find a model you like, so you add it to your cart. But when you get to the buying process, you discover that shipping costs $30. You think that maybe Amazon will ship for free, or that you’ll find a better deal somewhere else. So you click out of the site without making the transaction.
From your perspective, you were window shopping and didn’t make a purchase. From the coffee catalog’s perspective, you were marketed to. Their Search Engine Marketing (SEO) efforts got you to visit the site and engage with products.
You’re done with them. But they’re not done with you. Now it’s time for them to remarket to you.
You notice that as you visit blogs and other sites, you’re suddenly seeing big ads for espresso machines. It feels like that coffee catalog is “following” you or “tracking” you.
In reality, no human being knows which ads you, specifically, are seeing — nor do they care. A cookie has been dropped on your PC to identify you to ad servers as someone interested in buying an espresso machine, and so ads are attempting to achieve “relevance.”
And they’re probably succeeding. Instead of pitching espresso machines, which you in fact are actively in the market for, they would otherwise be offering you wrinkle cream, even though you’re 26, or cat food, even though you don’t have a cat.
Remarketing generally benefits most users, who simply get more relevant advertising rather than less relevant.
Companies like Google, Facebook, and for that matter, Amazon.com, Apple and many other companies, can do a much better job of marketing to you with more data.
The coffee catalog treated you like a one-dimensional creature — a wallet in search of a coffee machine.
As a person, you’re pretty blurry to them.
But with a lot more data, intelligently processed with tomorrow’s advanced algorithms, you’ll be visible to advertising servers in blazing HD. They’ll know more about what you want than you will.
When you searched Google for an espresso machine, for example, Google can combine that information with your zip code, gender, education level and other information as entered on your Google+ profile — along with hundreds of other signals from search, Google+, YouTube, Gmail, Google Docs, Google Play, Google Calendar and more — to know everything about you.
They’ll know that what people like you really want is a new German fully-automated gadget you’ve never heard of that grinds the beans, foams the milk and delivers your latte. And they’ll offer it to you.
The thing you need to know is that both these capabilities — the ability to gain details about you and the ability to crunch that data to serve up relevant data — are all improving constantly, just like the performance of microprocessors or the number of megapixels in camera phones.
And a third capability is getting better as well — the ability for algorithms to learn from your behavior. On the rare instance that you actually click through an ad, the ad servers will pay very close attention to what kind of ad that was so it can give you more of the same.
Project these growing capabilities into the future and it’s not hard to imagine a world where advertising is more compelling, addictive, distracting and even enjoyable than gaming, social networking or anything else you do online while you’re supposed to be working.
For example, if you look closely at Pinterest, the social network that’s growing like a weed, you’ll notice that it’s mostly fluff — it’s a lot of products and services and Internet memes shuffled and displayed according to social signals and user choices.
Nobody’s discussing philosophy on Pinterest or debating the Russian election. They’re looking at shoes and saying: “Ooooh, I want those!” It’s a marketer’s dream.
The future of advertising will feel a lot like Pinterest — fun, addictive and engaging.
As users click around online, Google will know not only about the products and services you know you like, but also the ones you don’t yet know you will like. Their algorithms will profile you. And they’ll dangle all kinds of eye candy in front of you based on a deep understanding of who you are and what you want.
And by “understanding,” I don’t mean actual human understanding, but automated algorithm output that achieves the objective of getting you to click and buy.
Intelligent agents like Apple’s Siri and Google’s upcoming Assistant will take the initiative: “Excuse me, but you might want to check out this espresso machine that just went on sale for half price, and which matches your kitchen decor.”
Everyone’s suspicious of the motives of Google, Facebook, Amazon and Apple in harvesting your personal data and online behavior.
But that’s the wrong thing to worry about. Their shared motive is to give you exactly what you want in the form of advertising as an alternative to giving you ads you don’t want.
We shouldn’t worry about the industry’s plans. We should worry about what happens when things don’t go according to plan.
The risk with deep personal data gathering is when that data is used for purposes other than marketing and advertising.
For example, it’s hypothetically possible for some unscrupulous data harvester to sell your personal information to your insurance company, which could theoretically raise your rates or drop your coverage because it learns from your online behavior that you have a medical condition.
It’s not inconceivable that law enforcement, domestic spy agencies, foreign spy agencies others might somehow use aggregated data for their purposes, rather than yours.
And, of course, all that rich data would be very useful to identity thieves.
These hypotheticals are scary. But you’ll note that they’re not directly related to the issues that everybody seems to be panicking about.
To recap, major companies like Google, Facebook, Amazon and Apple are constantly getting better at:
1. Collecting personal and behavioral data about you.
2. Using algorithms to “profile” you and figure out what you want.
3. Learning from your interaction with marketing content to figure out how to push your buttons and get you to buy.
You’ll note that items 2 and 3 actually provide a benefit to you: relevant, rather than irrelevant advertising.
And item 1 is only a threat if security is breached and data leaked.
The bigger threat is when spammers, gangsters, criminals, ID thieves, nefarious hacker types and others utilize similar techniques to do us harm.
So let’s be clear that we shouldn’t fear privacy invasion, but regular invasion. It’s a security threat, not a privacy threat.
I think we should welcome the end of spam and irrelevant advertising. And I think the benefits of automated, all-knowing agents that help us navigate through a complex world outweigh the costs.
We shouldn’t panic about the future of remarketing. But by all means, let’s demand of all Internet companies user control, transparency and — above all — security.
Ethics and Artificial Intelligence: Driving Greater Equality
FEATURE | By James Maguire,
December 16, 2020
AI vs. Machine Learning vs. Deep Learning
FEATURE | By Cynthia Harvey,
December 11, 2020
Huawei’s AI Update: Things Are Moving Faster Than We Think
FEATURE | By Rob Enderle,
December 04, 2020
Keeping Machine Learning Algorithms Honest in the ‘Ethics-First’ Era
ARTIFICIAL INTELLIGENCE | By Guest Author,
November 18, 2020
Key Trends in Chatbots and RPA
FEATURE | By Guest Author,
November 10, 2020
FEATURE | By Samuel Greengard,
November 05, 2020
ARTIFICIAL INTELLIGENCE | By Guest Author,
November 02, 2020
How Intel’s Work With Autonomous Cars Could Redefine General Purpose AI
ARTIFICIAL INTELLIGENCE | By Rob Enderle,
October 29, 2020
Dell Technologies World: Weaving Together Human And Machine Interaction For AI And Robotics
ARTIFICIAL INTELLIGENCE | By Rob Enderle,
October 23, 2020
The Super Moderator, or How IBM Project Debater Could Save Social Media
FEATURE | By Rob Enderle,
October 16, 2020
FEATURE | By Cynthia Harvey,
October 07, 2020
ARTIFICIAL INTELLIGENCE | By Guest Author,
October 05, 2020
CIOs Discuss the Promise of AI and Data Science
FEATURE | By Guest Author,
September 25, 2020
Microsoft Is Building An AI Product That Could Predict The Future
FEATURE | By Rob Enderle,
September 25, 2020
Top 10 Machine Learning Companies 2021
FEATURE | By Cynthia Harvey,
September 22, 2020
NVIDIA and ARM: Massively Changing The AI Landscape
ARTIFICIAL INTELLIGENCE | By Rob Enderle,
September 18, 2020
Continuous Intelligence: Expert Discussion [Video and Podcast]
ARTIFICIAL INTELLIGENCE | By James Maguire,
September 14, 2020
Artificial Intelligence: Governance and Ethics [Video]
ARTIFICIAL INTELLIGENCE | By James Maguire,
September 13, 2020
IBM Watson At The US Open: Showcasing The Power Of A Mature Enterprise-Class AI
FEATURE | By Rob Enderle,
September 11, 2020
Artificial Intelligence: Perception vs. Reality
FEATURE | By James Maguire,
September 09, 2020
Datamation is the leading industry resource for B2B data professionals and technology buyers. Datamation's focus is on providing insight into the latest trends and innovation in AI, data security, big data, and more, along with in-depth product recommendations and comparisons. More than 1.7M users gain insight and guidance from Datamation every year.
Advertise with TechnologyAdvice on Datamation and our other data and technology-focused platforms.
Advertise with Us
Property of TechnologyAdvice.
© 2025 TechnologyAdvice. All Rights Reserved
Advertiser Disclosure: Some of the products that appear on this
site are from companies from which TechnologyAdvice receives
compensation. This compensation may impact how and where products
appear on this site including, for example, the order in which
they appear. TechnologyAdvice does not include all companies
or all types of products available in the marketplace.