Advertising, money and hatred, online and in the real world: these are the windfalls of the modern Internet, far from the promises made by the inventors of this new medium three decades ago. They, like Web travelers, have been dispossessed of what could have been a common good, perverted by advertisers to put “humanity under influence”points out the documentary by Peter Porta.
It all starts with this pretty word, “cookies”, which hides the most massive data collection in history. The process is almost instantaneous: each time you open an email or application, each time you visit a site, “data brokers”one of these new professions that appeared with the rise of “the attention economy”relate to ethnic identity, gender, religion, sexual orientation, marital status, favorite places, culinary tastes, etc.
“No one knows exactly what’s going on there.”
This information lands on a “market open to real-time auction” where advertisers can “buy a user’s attention” by making an offer. Their goal: to adapt advertising to each consumer. Did you click on this laundry detergent ad? No doubt a new washing machine will tempt you…
The system, inspired by Wall Street (many of whose employees have retrained in the digital industry), is based on that of high-frequency trading. Every piece of data is processed at lightning speed. “It’s so opaque and confusing that no one, even those who work in advertising, knows exactly what’s going on.”sighs investigative journalist Craig Silverman. Even advertisers have no control over anything, their inserts ending up without their knowledge on conspiracy sites, promoting terrorism or hatred.
The far-right site Breitbart, which supported the first election of Donald Trump, is the perfect example: in 2016, it was to receive several million dollars in advertising placed by Google, without the consent of advertisers, before the NGO Sleeping Giants derails the commercial operation by warning the brands.
No matter, the business will continue, because “the algorithm is sociopathic”explains an expert. Unless you short-circuit it: “Facebook’s competition is not Twitter, says the founder of the CCDH (Center for the Fight against Digital Hate), Imran Ahmed. It’s spending time with your children, your wife…”
Internet, the click trapArt, 10:45 p.m.
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