Protecting Privacy, Promoting Consumer Rights and Ensuring Corporate AccountabilityThe Role of Interactive Advertising and MarketingPerhaps the most powerful - but largely invisible - force shaping our digital media reality is the role of interactive advertising and marketing. Much of our online experience, from websites to search engines to social networks, is being shaped to better serve advertisers. Increasingly, individuals are being electronically "shadowed" online, our actions and behaviors observed, collected, and analyzed so that we can be "micro-targeted." Now a $20 billion a year industry [2007 estimates] in the U.S., with expected dramatic growth to $80 billion or more by 2011, the goal of interactive marketing is to use the awesome power of new media to deeply engage you in what is being sold: whether it's a car, a vacation, a politician or a belief. An explosion of digital technologies, such as behavioral targeting and retargeting, "immersive" rich media, and virtual reality, are being utilized to drive the market goals of the largest brand advertisers and many others. Deconstructing the Digital EraSenator Ted Stevens thinks the internet is a "series of tubes." George W. Bush believes there are internets galore out there. And John McCain...well, the Senator has admitted that he doesn't even know how to use a computer. Politics in the digital era is tricky, not so much because of the wealth of information on the web, but because of the millions of ordinary Americans using that information on a daily basis. Armed with new media tools, muckrackers today number in the millions. No longer is a candidate able to present a poll-tested package to the press and have that persona spoon-fed to the American people. No, today's voters have available to them a universe of information consisting of detailed voting records, primary sources, debunking sites, blogs, and more. |
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