The Daily You by Joseph Turow

Author:Joseph Turow
Language: eng
Format: epub
ISBN: 9780300166521
Publisher: Yale University Press

That is why, as Tobaccowala says, even big media firms such as Disney's ESPN now have to scramble to point advertisers their way. Many Web publishers cozy up to advertisers not just by helping them track, label, and target their audience members, an activity noted in Chapter 3. They also assist them in masking these behaviors so that their audiences won't know about them. What's more, in the process an increasing number of publishers saddle visitors with profiles that result in combining personalized news and entertainment with personalized commercial messages pitched to calculations of the individuals’ value. And more alarmingly still, much of the packaging of personalized editorial matter and advertisements is likely to be determined by relationships between Web publishers and a new class of content producers. Perhaps more than anything else, these relationships have made the violation of church-state norms routine, by forcing content producers to meet marketers’ twenty-first century needs. Together, these developments encourage reputation silos: automated packaging of commercial messages and editorial matter that present individuals with content—advertising, information, entertainment, and news—that has been customized to reflect the data mining's profiles of them.

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