Advertisers Now Know Exactly What You Want
In the 2002 film Minority Report, audiences were shocked by scenes in which public advertisements could scan star Tom Cruise’s profile and pitch him ad content based on his tastes. This was pure Hollywood of course, but even avowed sci-fi geeks wondered if it was a signal of a new invasive age in advertising.
The Nielsen media family is widely considered a relic from a bygone era of billboards and TV spots, but the company is still at the forefront of compiling ad metrics. Their most prized tool is Ad*Views, a software program that provides current and historical metrics on 17 different media types in over 200 markets.
Nielsen has partnered with Sony Computer Entertainment in developing a measurement system to track data from advertising embedded in video games. Though still a nascent market, both Google and Microsoft have started ventures to help them compile gaming ad metrics. Last year, Nielsen announced Mobile MRI, a joint-venture with Mediamark Research and Intelligence, to track users by detailed behavioral, psychographic, demographic, and product information.
And Nielsen is not the only company to have latched on to your everyday activities. While video games certainly offer a host of possibilities, social networks could be on their way to become one giant petri dish of metrics. Roughly 80 million Americans visit a social networking site once a month and the most popular of those sites, Facebook, offers demographic and profile information on users who click on site ads making for potentially a massive pool of advertising information.
It’s not just new media either. A group of traditional billboard advertisers headed by Clear Channel have adopted a new system in which cameras are used to track the duration viewers look at outdoor advertisements. Around the corner is even a technology that will allow advertisements to scan the Bluetooth-enabled mobile phones of passersby. With that prospect, the reality signaled in Minority Report might not be that far off.
Swipe right to make the connections that could change your career.
Swipe right. Match. Meet over coffee or set up a call.
No, we aren't talking about Tinder. Introducing Shapr, a free app that helps people with synergistic professional goals and skill sets easily meet and collaborate.
Is it "perverseness," the "death drive," or something else?
A growing body of research shows promising signs that the keto diet might be able to improve mental health.
- The keto diet is known to be an effective tool for weight loss, however its effects on mental health remain largely unclear.
- Recent studies suggests that the keto diet might be an effective tool for treating depression, and clearing up so-called "brain fog," though scientists caution more research is necessary before it can be recommended as a treatment.
- Any experiments with the keto diet are best done in conjunction with a doctor, considering some people face problems when transitioning to the low-carb diet.
It's up to us humans to re-humanize our world. An economy that prioritizes growth and profits over humanity has led to digital platforms that "strip the topsoil" of human behavior, whole industries, and the planet, giving less and less back. And only we can save us.
- It's an all-hands-on-deck moment in the arc of civilization.
- Everyone has a choice: Do you want to try to earn enough money to insulate yourself from the world you're creating— or do you want to make the world a place you don't have to insulate yourself from?
SMARTER FASTER trademarks owned by The Big Think, Inc. All rights reserved.