I have my doubts about Google’s new plan to better target advertising to meet our transient interests. As yet another manifestation of the idea of only showing us the ads we want to see, when we want to see them, it will inevitably stumble over the reality that we often don’t use the Internet in ways that fit advertisers’ assumptions. Machines get shared, people use multiple browsers, and, increasingly, web users are savvy about being able to block ads, regardless of how targeted they may claim to be.
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