How the Personal Data Extraction Industry Ends

In his 2015 Idlewords essay on the advertising bubble, Maciej Ceglowski puts earlier generations of this same graphic to helpful use. Like Hugh at the top and me as far back as 2008, Maciej was ahead of his time. Which will come.

“Marketing is now a fundamental driver of IT purchasing, and that trend shows no signs of stopping –or even slowing down –any time soon. In fact, Gartner analyst Laura McLellan recently predicted that by 2017, CMOs will spend more on IT than their counterpart CIOs.

“At first, that prediction may sound a bit over the top. (In just five years from now, CMOs are going to be spending more on IT than CIOs do?) But, consider this: 1) As we all know, marketing is becoming increasingly technology-based, 2) Harnessing and mastering Big Data is now key to achieving competitive advantage, and 3) Many marketing budgets already are larger –and faster growing –than IT budgets.”

  1. Tracking people like animals fails outright. As Procter & Gamble is now discovering. (Bonus fact: no company sees an advertiser when they look in the mirror. That label is applied from the outside. Inside a business, advertising is a line item on the expense side of the balance sheet. They can cut it in an instant. I know this well, having worked in the advertising business for much of my life.)
  2. The human beings who constitute the actual marketplace have mounted the biggest boycott in world history against it, in the form of ad blocking and tracking protection. (If you think this is a problem, you’re in the personal data extraction industry. If you think this is a solution, you’re among the 1.7 billion people who would rather not be fracked, and are doing something about it.)



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Doc Searls

Doc Searls

Author of The Intention Economy, co-author of The Cluetrain Manifesto, Fellow of CITS at UCSB, alumnus Fellow of the Berkman Klein Center at Harvard.