Insights · March 24th, 2009

Behavioral targeting of advertising has been around for a long time. The seriousness of this game was increased when Google bought Double-Click a couple of years ago. In the last two weeks there was a flurry of news as Google announced an escalation of this approach to advertising. Google is testing enhanced tracking of individual browser activity, and the use of that information to better target ads to the individual at Google partner sites and at YouTube.

This news once again raised public issues about privacy and transparency. Gerd Leonhard, media futurist, and I discussed these issues recently in a new video we made for our joint project, whereisitgoing.com. My concern, long term, is how the world works when the experience that each individual has is, well, so individual? This may be a good thing, but without some common threads, will the cultural fabric unravel?

Category
Business & Economy
NikolasBadminton_ChiefFuturist

Nikolas Badminton

Nikolas is the Chief Futurist of the Futurist Think Tank. He is world-renowned futurist speaker, a Fellow of The RSA, and has worked with over 300 of the world’s most impactful companies to establish strategic foresight capabilities, identify trends shaping our world, help anticipate unforeseen risks, and design equitable futures for all. In his new book – ‘Facing Our Futures’ – he challenges short-term thinking and provides executives and organizations with the foundations for futures design and the tools to ignite curiosity, create a framework for futures exploration, and shift their mindset from what is to WHAT IF…

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