Maciej Cegłowski on the perilous surveillance of online advertising:
Ad fraud works because the market for ads is so highly automated. Like algorithmic trading, decisions happen in fractions of a second, and matchmaking between publishers and advertisers is outside human control. It’s a confusing world of demand side platforms, supply-side platforms, retargeting, pre-targeting, behavioral modeling, real-time bidding, ad exchanges, ad agency trading desks and a thousand other bits of jargon.
The winners in this game are the ones running the casino: big advertising networks, surveillance companies, and the whole brand-new industry known as “adtech”.
The losers are small publishers and small advertisers. Universal click fraud drives down the value of all advertising, making it harder for niche publishers to make ends meet.