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Show Tribune United Kingdom Edition

10 BUSINESS Show Tribune United Kingdom Edition | 1/2018 Facebook & Co.: Could 2018 be the death of digital advertising? By Chris Barrow, UK In an article by business author Jaron Lanier in the Jan/Feb 2018 edition of WIRED UK magazine, he reminds us that Facebook and Google now account for 75 per cent of online advertising spend, glob- ally. In the same article, there is also a fascinating quote about the cur- rent problems with the Internet. Lanier writes: “pomething has gone very wrong: it’s the business model. ppecifically, it’s what is AD The Dental Tribune International Magazines www.dental-tribune.com I would like to subscribe to ortho* prevention* roots Journal of Oral Science & Rehabilitation*** EUR 44 per year (4 issues per year; incl. shipping and VAT for customers in Germany) and EUR 46 per year (4 issues per year; incl. shipping for customers outside Germany). * EUR 22 per year (2 issue per year; incl. shipping and VAT for customers in Germany) and EUR 23 per year (2 issue per year; incl. shipping for customers outside Germany). ** EUR 12 per year (1 issue per year; incl. shipping and VAT for customers in Germany) and EUR 14 per year (1 issue per year; incl. shipping for customers outside Germany). *** EUR 200 per year (4 issues per year; incl. shipping and VAT). Your subscription will be renewed automatically every year until a written cancellation is sent to Dental Tribune International GmbH, Holbeinstr. 29, 04229 Leipzig, Germany, six weeks prior to the renewal date. Country CAD/CAM ceramic implants* Clinical Masters** cosmetic dentistry** implants laser Shipping Address Name Address Zip Code, City E-mail Date, Signature PayPal Credit Card Credit Card Number Expiration Date Security Code SUBSCRIBE NOW! F +49 341 48474 173 subscriptions@dental-tribune.com called advertising. We call it ad­ vertising, but that name in itself is misleading. It is really statis­ tical behaviour­modification of the population in a stealthy way. Unlike (traditional advertising), which works via persuasion, this business model depends on ma­ nipulating people’s attention and their perceptions of choice. Every single penny Facebook makes is from doing that and 90 per cent of what Google makes is from doing that.” A prediction for 2018 is that Amazon is determined to get in on the act and carve out a major posi­ tion for itself in the market. po, if like me, you were busy deleting a flurry of e­mails, between Christ­ mas and New Year, inviting you to partake in all sorts of indulgence and expenditure, please know that those e­mails and other social me­ dia messages were not reaching you by chance, but by design. We are all the targets of algo­ rithms, created to watch over us as we surf the web, noting our habits, bookmarking what we watch or read, remembering where we lin­ ger and what catches our atten­ tion for more than a few seconds— even anticipating our next move with creepy accuracy. The phrase “statistical behaviour­modification” has me thinking that we are all be­ ing assimilated into a “consumer Borg” (ptar Trek fans will know what I mean). We may think that in healthcare, generally, and den­ tistry, specifically, we will be pro­ tected from this advertising ma­ nipulation, whether at the delivery end or as patients, but I suspect not. It exists today, even in a simple context, with the race for Google page one visibility in pEO, whether it is a battle with competitors in a given area code (the more densely populated, the more expensive) or the search for domination of a par­ ticular treatment modality.

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