The Problem with Ads Part One

to happen. I can tell you right now. I can tell you to ralf the top of my head. And it's largely because of the tone of the advertising campaign. Old Spice theodorant, right right. Dollar shave Club, Okay, what about Dollar Shape Shave Club. The commercials for a dollar shave Club are kind of in that same tongue in cheek, snarky sort of approach, a little not not so in your face as to be truly obnoxious, but just barely straddling that line between being charming and being arrogant. And

and I find it entertaining. And I thought, well, I I shave quite a bit actually, because because I got the head that I have to shave, because nature has deprived me of some of my hair, but not all of it, so I have to get rid of the rest. And um, and I decided to try it out because I thought the ads were really entertaining. The idea of the subscription model was much more attractive to me than having to go to the store and ask to unlock

the vault of razors. Yeah, and uh, it turned out that I loved the products, so um, the ad did exactly what it was supposed to do. It got my attention, it made me remember the brand, and it it's ultimately got me to act, which are That's exactly what ads are supposed to do. Let me tell you what ads are not supposed to do. What they're not supposed to irritate the audience to the point where they no longer ever want to buy anything ever again, and then they

rage quit the internet. Um. So today we're gonna talk about ads and ad blockers and to kind of go into the discussion that's been kind of going around recently about ad blockers, including some of the stuff that's going on in Europe. Uh, some of the stuff that you might have heard about as far as ads and their relationship to malware. Um, what exactly is going on and

where do we stand on this? And then you know, you you do a lot of stuff here at how stuff works, but I specifically ask you, in your capacity as one of the hosts of stuff, they don't want you to know because as the host of that show, you've covered the topics surrounding privacy pretty extensively, right, and privacy is one of the factors that comes into play when you're talking about advertising, particularly today when targeted advertising

has become such a huge part of strategies. Now, to start this off, before we jump into all of that, I thought I would give kind of a really high level explanation of what is going on behind the scenes, uh, technically with ads on web pages and thus how ad blockers are able to work at all. You might think, well, how can an ad blocker recognize and block and add but not the content I'm trying to see? So, Ben you work? You work on the web? Yes, you you

you've visited a website or two. You probably know that you do so through something called a browser. Yes, uh for you know, something like Chrome, Firefox, Edge, Edge and if you are using Internet Explorer, I hope it is only because some outside authority is making you do so, right, Like, there's an intranet that you can only access with Internet Explorer.

Do you remember those days? Yeah, there was there. That was the only reason I had Internet Explorer installed on my old computer list so that I could access our company's former intranet, which is ridiculous. But here we are nonetheless on a browser. Yes. So when you are visiting a website using your browser, you type in the r L type and you put it in the address bar

and you hit that inter button. What is happening is your browser is sending out a request over the Internet, and it's essentially saying, Hey, the jerk on the other end of this keyboard wants to see you know. Uh, I don't know what's a good website. Let's say a Wired dot com. That's a great example, because Wired is going to come up and in other parts of this discussion,

and Wired, by the way, I love Wired. They do great work, and I've got a lot of friends who have worked for Wired, either in the past or currently love their stuff. So you're going to Wired dot com. What happens is the uh, this request goes out over the Internet and it's routed through a series of connections until it gets to the server where wired dot com lives, which is like the vault of their information. Yeah, it's a it's a it's an actual physical computer that has

the instance of that website stored on it. And then when the request comes in, it serves, thus living up to its name, the information to you, and it goes back across the Internet, not necessarily in the same pathway that your request came through. That gets into a discussion of packets that really is immaterial for this. Yeah, I've talked about packets in previous episodes. So if you really want what packet switching is and how all that works, go check out the archives of tech stuff and it's

out there. But the information comes to you, and your browser puts it together and displays it for you, and it does so based upon the rules set up by the web master rights whoever put it together. There there are there's language tags that that explain how it's supposed to look when it's displayed on your browser, and that's how it works. And so you think, okay, so so it's really just a request and then a response. But

then you have ads. Now with ads, the content for the ads comes from a different place than the content for the web page itself. So those ads that are on Wired dot com, they're actually coming from different servers. They're not coming from Wired server, and the web page just has a space dedicated or some form of UH relationship there that's dedicated to the ad that says this is where the ad will go when it's served to the the viewer, and that depends on the arrangement between

the advertiser and the content creator. Yeah, so you could probably, I mean, we could really dive down into this and say all these different types of ads have different UH rates, Like a banner add at this point is almost considered to be worthless, and a banner AD is a term describing those long horizontal ads you will see the take up UH an entire row I guess of a website, right, and you can say, like a rail would be UH the vertical version of that, either on the left or right.

And then there are other things like they're pop ups under tons of different types and they all have different rates depending upon the lots of factors. How popular is the website UH and how effective are those ads considered to be, Like the least effective are the ones they're going to be the least expensive. Uh. And and in some cases you will find web pages that have completely abandoned some of the cheaper one because they don't really work anyway, and you might as well try and command

a higher price. So those impressions, those those that data is actually coming from other servers, and they're the advertisers servers are the more likely advertising agencies servers where that data lives. So as the page is loading up the sections for the ads, that gets another request saying, hey, send me the the information that's supposed to go here. It's coming from this other server that gets sent to your computer and is inserted into the appropriate section by

your browser when it's constructing the whole thing. Uh. The way ad blockers work is essentially it has a filter list saying anything coming from these particular servers, don't let it show up. Just don't even let it through the door, like mad ads dot com, which I just made up, right, So, so anything that would come from that server would automatically blocked and not be incorporated into the web page as you're displaying it. So that's the general way that most

ad blockers work. There's another way to the ad blockers can also look for certain tags that are associated with advertising, like there's actually a tag for ad that kind of stuff, and just block anything that that shows up under that tag.

But generally speaking, the idea is just kind of a bouncer that says anyone from this neighborhood is not allowed into the club, and um so checking your checking all the I d s and saying I'm sorry, you're from a part of the neighborhood where we don't let you in, and so discriminatory. That's the way. That's that's how an ad blocker has to work, right. It has to discriminate. Otherwise you don't get You either get everything or you

get nothing. So it has to discriminate. And we should do a disclaimer, yeah, which is what Oh, okay, I'll do it, yea. So we are fully aware, ladies and gentlemen, that we do work for an internet company how stuff works. It's our parent company for our range of podcasts, and it is AD supported, and it is AD supported, and

quite a few things online are AD supported. However, I will confess to my hypocrisy because I am an enormous fan of certain ad blockers, and I completely understand why another person would use an ad blocker, especially given as you mentioned, the privacy concerns that will get to. Yeah, so there's a whole lot of stuff going on for reasons why people would consider using an ad blocker, and to your point, but not to leave you hanging out there.

I use ad blockers too sometimes. I sometimes I will set exemptions for websites that I think are handling advertising in a responsible way, in a non invasive, non uh potentially harmful kind of way. So you can you can with most ad blockers set filters and say anything on this page, go ahead and show me the ad. It's fine. White list stuff exactly. So wire dot Com there's an example, uh that's on my white list. A couple of others too. There's some that want to be on my white list

that I have not put on there. Cough Forbes cough. Um. But we'll get into that too. So there are a lot of different reasons, and some of them you could argue are more valid than others for people to want to use ad blockers. So I'm gonna run through a few of those. And also I could say that there there's other things you can do, like through your browser itself, that that don't necessarily block ads, but block elements of

ads that you might find particularly irritating. Like yeah, yeah, like you can disable video or audio or flash animation, or you can not even have flash installed, So that also helps. That's tough. That I don't know is, yeah, there's a lot of content out there that is dependent upon flash and without it, without flash, it makes it harder. Another some things have definitely helped by moving to h g mL five. Um So, uh, at any rate, let's talk about some of the reasons folks block ads. Uh.

Some of them, like we said, are just obnoxious. They're intrusive. They ruin the experience you're trying to have. If you are trying to read an article and as you scrolled down, a window slides into view, covering up the text you're trying to read, and his auto playing some commercial that has no bearing on your life whatsoever, that's a bad experience, right Like if if I were going on a page about a technical gadget and I'm reading and as I scrolled down, an ad for diapers comes on, I'm gonna

be irritated. I don't have a baby, I don't need diapers myself. Yet you're not reading about something related to diaper. No, I'm not reading about the latest in diaper tracking software, you know, getting that notification on your app that's time to change the diaper. I'm not reading any of that. That would be a very bad experience. It could be I poop, I mean I do. That's I don't want to get into it. Yeah, that's uh, probably one that we will not pitch that show. Yeah. Uh so that's

one reason. Just just because it's an it can be an unpleasant experience, depending upon the way the ad is presented. It's disruptive, it is, it is disruptive. Another is that it slows downloading time, right because there is this additional uh communication that has to happen to pull that information in while the page is loading. And we all know that we have very little patients to wait around when

loading website. If you've ever had one of those days that here at work where occasionally our network gets a little sludgy pandemonium, Oh yeah, you're like you're like typeing in even if you're just typing in something like I just need to Google something and you're typing in your Google search and you hit inner and it's not that Point three second response and it takes like a couple of seconds. You go nuts. You're like, what is happening? Bandmonium?

We're one slow internet connection from Sie away from a series of knife fights. Yeah no, I mean we have the knives here in the office. Right. Um, I personally plan on hiding because there's some crazy people in this Yeah, Scott, Benjamin's got some moves. He's got to reach to man, he's got he's got that armspan. So ads also can can take up a lot of bandwidth. Right. That's another huge problem because a lot of I s p s

are using bandwidth caps, especially in the mobile world. So both in mobile and my home I s P technically have a data cap. Now I have paid extra to get out of the cap on both sides, but that's because I make enough money where I can pay a little extra to do that. That should not be something I don't think that should be encouraged. I think that that there's no real good reason for data caps, particularly for home networks. Um, but if you have ads activated,

that's more data that's coming through. That means that not only do you not want to see these things, but it's taking away your opportunity to see other stuff exactly. Also, also, are have you done a data caps episode, Jonathan, I haven't because I probably would be frothing at the mouth about that the Emperor has no clothes. Yeah, let's just say that. Uh, I think some companies can be a little bombastic, which rhymes a lot with a certain I

sp that I'm not happy about. Right, But as you're saying that's that's an excellent point because you know, let's say you see this ad for diapers and it's a video, right, it's an AutoPlay video while you're reading about your latest gadget that you're doing research on, and then the chance

instans of this happening we're very small. But what if it's the proverbial feather on your Internet camel back, you know what I mean, Like, if that's the thing that happens and then the camel just collapses and you get the pop up warning, and if it's a video based advertisement, that kind of stuff, I mean, that takes up a more data and and I mean you think about how

much browsing you do in in a typical month. If you are already bumping up against that data cap towards the end of the month, like in that last week. Ads could be accumulatively across the rest of the month be enough to make that happen in the middle of the month, a problem magnified or exacerbated for mobile users exactly.

So that's a reason some people use ad blockers. They say, listen, I have a limited amount of data I am allowed to access, and I'm bumping up against it, and I don't have other options, I mean, other other than just stopping. But that's crazy talk, is what that is. And also, finally, well, two other things. One is that targeted advertising some people find it very off putting, right the idea that let's say that's the it's not an ad for diapers that's

completely irrelevant to my life. Let's say it's an AD that's very relevant. Maybe it's I don't know, head wax so that I can get my head up to a nice glossy finish um. Or maybe it's Hamilton's conversation about Hamilton. It could be that, yeah, Hamilton is coming to Atlanta, the musical Hamilton's coming to Atlanta, buy your tickets. That's an AD that would be precisely targeted to me, and I would freak out. I'd say yes, yes, yes, and that would be an ad that would work on me

because I would love to see that show. Um uh, if you have Hamilton's tickets, I will happily take them, all right. So, uh, that's a great example. But there are other targeted dads that can be a little scary, right, especially for people who are trying to research something that's

really sensitive. The example that we have given many times on this show is the one about Target, where a young woman had been browsing Target ended up sending information to the young lady about coupons related to being pregnant. Her father, uh intercepted essentially the coupons and got very mad at Target, saying, how dare you insinuate that my daughter is pregnant, and then later contacted Target again and said,

I would like to apologize to you. I had a conversation with my daughter and it turns out that I didn't know about it, but turns out my daughter is pregnant. But that was one of those instances where you know your your online activity might indicate something you're not comfortable sharing with the world at large, and even if your personal identity is not part of that, it that almost doesn't matter, right, Like your name is the least important

thing about your personal data. What it is you want and need that's way more important to advertisers, right, And your your habits, your frequency of wanting, needing, and acquiring those things. And sometimes that's helpful. Like if you go onto a shopping site like Amazon and you it starts giving you suggestions based upon things you bought in the past, and you might see something it's like, oh, you know what, I do need that or I didn't even know that

existed and now I want it. Like based on your preferences for the following science fiction stories, we think these are novels that you will find of interest. Right Hamilton's space, that would be right up there. Um. But but there are other cases where targeted advertising you might feel that that's too much of a threat to your privacy. And I mean, I can't I can't fault anyone for feeling that way. And you might say, look, I don't I

don't allow cookies. I don't allow any of that stuff to kind of trace my my my online behaviors because I want it to be just me. Whatever I need to research or access, that's it. And that would be a reason to install an ad blockers so that you don't have that following you around. And then finally, ads can sometimes be a vector from malware, and we'll talk

about that specifically in just a little bit. So that's to me, like, those are the reasons a lot of people give for why they install ad blockers, and I think, you know, again to varying degrees, they're valid. Uh. And there's some interesting arguments about why ad blockers shouldn't be condemned or outlawed, why they they serve a purpose and

content providers should not make a big deal out of this. Now, the reason we bring this up is that more and more content providers are using means to detect when an AD blockers in place, right, and you'll get a notification uh that says we see that you're using an ad blocking service, right. And this this notification from the website has has a range of responses, so you may see something that says we see your using an app blocker. We get it. Ads are annoying, but this is our

business and this is how we make money. To the furthest extreme, which which I think we already alluded to Forbes. Yeah, where the website is crippled or restricted unless you turn off an app block And I get it again. We work for a company that makes money through advertising, and I I get the need to say, look, I gotta protect my business. I can't just let people quote unquote steal stuff, right. I can't let people walk in take things.

And there's no means for me to generate revenue because then I can't pay the people who work for me. If I can't pay the people who work for me, I go out of business. And then you don't have the content in the first place. That is a valid argument, right, that's valid to say, Look, I have to be able to generate revenue in order to do the thing you want. You came to me buster, you put in my address in your little U r L bar, or you did

a search and followed the link. So I have something you want, but you want it for free, and I can't perpetually give it away for free because then I can't pay the rent, I can't buy food. I we have to have this exchange for this to work. I get that. But some people say, listen, condemning the ad blockers is the wrong way to go. And here is the reasoning it sounds a lot like the same reasons

people say piracy doesn't ultimately matter that much online. What okay, I'm scooting to the edge of So here's the argument. The argument is that the people who install ad blockers are the people who would otherwise be ignoring your ads anyway a self selecting sample. Yeah, they would be. They would be the ones that ads would not be effective on them. They don't want the ads, they don't see the ads. They're blocking the ads mainly because they just

don't even want the distraction there. So these are these are lost revenue. They're never going their impressions don't matter. They are never going to buy those diapers. Yes, and so the argument is that if you factor in their impressions, if you were to say, okay, no ad blockers, then the people who figure out the rates for advertising, the ones who say, here's how much it's worth to display

an AD on your site. If they say, well, you don't allow ad blockers, and you've got exper you know, X number of visitors per month, we estimate that a certain percentage of those let's say thirty would normally use ad blockers if you allowed it, that is worthless to us. So it dilutes the value of advertising on your web page because you're forcing them to look at something that doesn't work for them, which means it's it's a lost cause you can't count those numbers and say that's a success.

You can't say these This thirty percent of people who saw your ad means that it's worth x amount because they're worthless and so uh to to see the analog in the piracy argument there, assume it would be the same thing that such a person who pirates torrents downloads illegally streams some sort of video. Let's let's go with Game of Thrones. Sure, okay, so someone who is stealing Game of Thrones, which I believe still holds the record for the most torrented. I'm pretty sure that every time

that a new season debuts that breaks the record. Yeah, so people around the world are stealing the holy heck out of this thing. But would they have uh, would they have paid for an HBO subscription? Would or HBO now right? Would they have gone through a regular channel anyway? And the answer is it's impossible to say, but it appears that there are lots of people out there who

will pirate something. Uh. And the really easy examples are the ones that like movies that a lot of people aren't feeling very strongly about beforehand, Like like there was the Wolverine film, Wolverine the Origins film, and it was getting panned by critics, and it got pirate it like crazy, and then you had the studios say, hey, you've stolen revenue from us, and the private said, we weren't going

to pay to see your movie at all. So really the option was we steal your movie and watch it, which granted for you, stinks, or or we don't see the movie at all, but either way you don't get any money. Like so, so, uh, that's that's a I mean, it's a weird argument to make saying like, well, you're not losing revenue because you wouldn't have made it anyway. You would not have made those sales, So saying that

the piracy cost you sales is disingenuous. But saying that people are accessing your content without paying for it fairly, that's a that's totally legitimate. That's a completely legitimate argument. So it's a little bit of a perspective issue, right, It depends on what you're arguing for. If you're saying you're costing me because otherwise you would have bought this thing. That may not hold true. But if you're saying you're stealing something I made and really you should pay for it,

that's that's a different argument. So those are that's kind of laying the groundwork for the rest of our conversation here. Let's start with, um, well, let's start with some just some thoughts, like when when I talked about that targeted advertising, we mentioned the example, Um, have you ever really looked into that at all for stuff they don't want you to know or anything related to that. Yes, yeah, the example of your you're talking about the kid right, predicting

the birth. Yes, we have looked at this in a couple of different ways, and one of the one of the ways that we looked into it most often would be the concerns of big big data. Big data, the information that people just emanate or create through their passage online.

Picture your average day on the internet, like one of those old family circuits comic strips with the map and the little dotted line and those accumulated Billy goes running around the neighbor exactly, God, Billy walking a straight line.

You know what, I mean right. But but this is a good comparison because those breadcrumbs, those accumulated dashes of our secuitous lines in our day to day traffic, establish a precedent, establish a pattern, and most people, most Internet users, are astonished when they see how accurate or how sophisticated the profile painted of them can become. You know you may say I have a collection of different passwords. You

may say you know you. And I earlier did an episode on whether it's possible to be anonymous on the Internet, and it is possible, but it is such a pain in the key start right, and and the more activity you do, the less possible it becomes. Exactly because while again like when I said, your name is the least

important piece of information about you, it really is. People don't need to know your name to know who you are based upon the things that are important to them, which is why it is again I love to use the word disingenuous, which is it's disingenuous as well to say this data is uh is anonymous? You know yeah?

Because all sorts of little data points point to who you are as a person, even if it doesn't give you a first and last name, right, it's like saying these fingerprints are anonymous, there's still somebody's fingerprints exactly, And and the stuff we leave behind, it's kind of like a digital fingerprint, and uh. And some of that information might be stuff that a lot of people know about us, like the Hamilton's thing. Ben clearly knows about it. Of

course we talked about it before video. But but that's something that you know, people know who know me, they know that I'm a big fan of musicals. But then there may be other stuff that you don't want people

to know. Let's see, there's a let's say you have you are someone close to you as a medical dishes, right, right, and you don't want people to you know, you don't want people to know, for instance, that let's just say your partner or your spouse is being tested for some sort of cancer, right that that's none of anyone else's business but me and my spouse. Right. That's a that's an example that is perfectly cromulent in this case, right.

And I know it's an extreme one, right right, But it's it's anything like that, right, anything where it's like it's not that I'm ashamed of something that I've done something wrong far from it. It's just that it's a piece of information I don't want to share with the rest of the world. Our activities online can inadvertently, in some cases give that information to third parties which may use it in order to try and profit from it.

Not necessarily maliciously either. It's that's where the targeted advertising comes in, and you get this targeted ad that is again not milicious, it's necessarily we'll talk about malicious ads in a minute. Um, not malicious in intent, but it could have a negative impact on your experience of being online because then you think I thought I was being careful. I thought no one knew, but now someone knows. Now I logged into Facebook after I was logged out of Facebook,

by the way, those are some pernicious cookies. After I was logged out of Facebook ostensibly and checked on uh, learned about the specific type of cancer my spouse might have came logged in, And now I see an ad for a cancer clinic and hoping with cancer And that's etrusive. That is offensive. Yeah, it's it is to a point where like that is not the direction that I think a lot of people we're thinking about when they started thinking about the potential or targeted ads like absolutely not.

The ideal situation is that the ads you see are the ones that are relevant to you in your situation and ones that would be effective in getting you to purchase a product or service. And because that's ultimately what ads are for. Ads are there to inform you and convince you need this thing or service or whatever it may be. And and if it's done well, then everyone's happy because we all get access to the stuff we want.

We see things that we want to purchase. UH. The advertisers succeed in what they're doing, their clients succeed, everyone is happy. The problem is that that's a very narrow band of the overall experience that people have had with targeted advertising. UH, and again has led to this realm of this this this culture where ad blockers are seen as being a UH perfectly legitimate response to that. And it's funny because you know, we've both talked about how

we admitted to UH using ad blockers. I was amazed at how many articles I came across us where they're written on websites that have advertising by employees of that website, and the employees are saying, yeah, I use ad blockers to right, like to the point where you're sitting there thinking like, wow, this is pretty heavy stuff when you're

seeing it from other journalists. And in fact, there was an editor, Duncan Riley, a publisher, in fact Duncan Riley who wrote in Silicon Angle dot com a piece that came out today, in fact, April twenty nine is when we're recording this two thousand and sixteen, and the the title of the pieces confession of a long time publisher. I now use an ad blocker and I like it. And the piece kind of lays out the same sort of things we've been talking about already and mentions that

there's already a problem here. The big problem is that advertising has become so obnoxious that it has it is. It is counterproductive, It is doing opposite of what it is intended to do. It is driving people away, not bringing people in. Right then, and to the point where people are looking at advertisement not as a vast series

of varying cases, but as one monolithic thing. Yeah and yeah, and well and really, it doesn't take that many really bad experiences to paint with abroad with broad strokes, right, because you get something like a truly awful experience. That's enough to commence people to say, well, even for the ads that are not that bad, I'd rather go ahead and use an ad blocker to avoid the ones that are that bad, even if I only encounter those rarely.

And part of the problem there is a question of evolution and learning curve because a lot of targeted advertising functions in an automated fashion. Yeah, yeah, no, there's no person there to apply compassion and judgment. There's no one. There's no one saying y'all constricted in day. I feel like it's time for some diapers, right right, Yeah, there's no diaper's buttons behind the scenes. I wish there were.

It would be hilarious to see, like there's just some some mischievous, impish person sitting behind the scenes with a massive panel of button and different buttons for different things on'es, Like one's like cheaper razor blades. Jonathan, you've been shifting in your seat. Here's an adverse tools softener. I think, what the heck is going on? Well, well, gaing him up to an eye poop, that's right, we'll be pitching

that later. So one of the other things that duncan Riley pointed out in this piece that I thought was interesting. He said that the other big push in online advertising right now, apart from video ads, which I mean that because a mobile the mobile experience, video ads has become a big thing, the other skip this out in five yea exactly, the big the big one is um native advertising, which uh, to you guys out there may not mean very much two people in our position, it means our

worst nightmare. So what is native advertising for people who are not because that's a little bit of an insight baseball term. Native advertising is when you get paid by a company to produce a specific piece of content, typically one that supports that company's products, also known as advertorial. Yes, and a lot of like if you do it really

really well, which is very hard to do. But if you do it really really well, it can still be informative, it can still be entertaining, and it can still do the purpose of advertising whatever the product or services without it feeling absolutely creepy on the part of the person who had to write it. But it is really hard

to do that. Yeah, it can feel creepy for the people creating this, because native advertising can put someone in an ethical dilemma wherein, for instance, let's say Jonathan and I have a have a show wherein we are going to do a tech stuff about the technology behind strip mining. Alright, what I mean? And while we're exploring that, naturally you and I would say, well, here are some things you need to know about strip mining. Here. Here's like the

environmental impact of strip mining. Right, here's the historical significance, the political battles that have happened over strip mining. Here's how it has affected people who live in areas where strip mining happened. But if it were a piece of native advertising where a mining company had paid for it, and they said, all right, you can do pieces on it, just don't mention any of those things, right right, and don't call it strip mine. We have a new term,

we call it um mineral hugs. Yeah, then then that would be problematic. And as as as Riley points out, he says that um that you eventually end up with advertising pretending to be editorial. He says, and that not only sucks if not labeled properly, it's downright dishonest and constitutes deceiving your readers. And we know you guys are smart, right, Like the people who are in the writer and editorial departments.

We know you're smart. We know that you can tell when something is something is like that, oh buddy, yeah. The anyone on the internet, although you'll hear all these stereotypes of people being credulous in general, more so than a radio or television audience, people who listen to podcasts, people who go online for their news or entertainment are very very aware of this. They can sense. They can like like Matt Murdoch, well, for one thing, one thing,

we've been sold to all our lives. We in America, we have grown up in a culture of advertising and selling, and after a while you get good at recognizing it. Right. So that's uh that That's an argument that often comes up when it when it gets down to sales versus editorial, which not doesn't happen that frequently, but it has happened. Then the editorial will say, listen, this is a road we don't want to go down because it is a bad experience for our audience. They recognize what it is

right away. It is very hard to do well, and it doesn't work for the advertiser right. It doesn't do anyone any favors. It tells the audience we don't, we don't, we don't value your intelligence. We don't think that you're smart enough to realize that this is essentially an advertisement. You're reading. Um, and the audience ends up saying, well, if you don't value me, I don't value you, let

alone the products you're trying to sell. So I'm out and we knew this and um, and so native advertising is one of those things that again, if you do it very transparently and if you are very careful, I think you can do it well if you have a separation of I guess the separation church and state in

a way. That's a phrase that we've used before wherein So let's say, just just for an example, let's say, ladies and gentlemen, that Jonathan does a show for just your average everyday podcast, right it's text stuff does text stuff. Episode is approached and by someone who wants him to

do some native advertising for let's see a cell phone. Sure, right, those are popular and uh then Jonathan, with the editorial oversight, would say, well, if we do this, I want it to be clear this is brought to you by you know whomever, and just say, like, so, people who list into it from the very beginning. They know what they're getting into and that they trust me to give them

information that is uh, that is honest. It may be that due to that agreement there's certain things I'm not allowed to talk about for whatever reason, But as long as I'm completely honest upfront and just say, you know, this is UH, this this episode is brought to you by so and so. We're going to talk about their product today. Here's what I have to say about it. Um,

that's that's okay. It's even better if they give you full editorial control where you can, like you you can say, like, can I say things that may be a little critical of the product, as long as I'm being fair, Like I'm not attacking, but I'm I'm bringing up concerns people have had because if I don't do it, my listeners will being objective being at the forefront of this with what I love about the line of argument we're looking at here is that the editor the publisher question is

absolutely correct. It's a new it's a more evolved form of targeted advertising, because then the target becomes not just uh, someone who looked at someone who googled something three times in the past week. It becomes any audience member that trusts you and that and then all of a sudden, there there's this prepackaged demographic. Assuming that you have any you know, perceived integrity and reputation, then then absolutely know your reputation proceeds you. My I'd like to think that

people believe I have integrity. If you do not think I have integrity, please feel free to feel free to send an email to stuff you should know with this, with this targeting stuff, As you said, it is difficult to do, it can be done, It can be done well. For example, The Daily Show under John Stewart's regime. Under John Stewart's run on the show, Uh, they had Arby's as a sponsor, right, And what was hilarious about it is every time they brought up Arby's they talked massive

amounts of trash about Arby's. Yeah, but but to the point where Arby's got the joke and they incorporated the joke themselves on on on his last episode, there was like a statement from arby saying we'll miss you John, and I just thought like that's amazing, Like how many companies do you know, yeah that would say like look this is this. They're having fun. They're not really trying to damage our brand. That's not what it's really about.

Let's just have fun too. I mean that's a hard decision to make, because if you feel your brand is under attack, then you know you want to go on the offenses it as possible. Right. So that's the reason why a certain bombastic cable provider hasn't just gone the whole nine yards yet and use the monopoly Man in Darth Vader as their sponsors, right or as their mascots. Yeah. Ben, as it turned out, you and I talked a lot more what about ads than we anticipated. I thought this

was gonna be like a forty minute conversation. It turned out to be about an hour and twenty minutes, and that's pretty long for an episode of tech Stuff. So so in order to preserve the sanity of my listeners, I thought we might cut it off here, post the recording and pick up where we left off next week. So let people know where they can find your work. Ah, Yes, what you're waiting for the next episode of our series

on target advertising here at tech Stuff. Why not visit stuff they don't want you to know where and you can find tech Stuff host John it Than Strickland exploring the darker side of technology in our show, which covers conspiracy theories, corruption, allegations of the paranormal and more more more, more nice is that cool? I do my own post and that's it's good now you know that way we

decrease the load on the publication side. And guys, if you have any suggestions for future episodes of tech Stuff, why don't you write them to me because shouting them out the window hasn't been helping. The email addresses tech Stuff at health stuff works dot com. And remember you can also get in touch with me on social networking. You can use Twitter or Facebook, and both of those use the handle text stuff hs W to get your message to me, as in, use that one to direct

your message at. Don't actually use tex stuff HSW. That's mine. Keep your filthy myths off of it. So until next time, I hope. Yeah, guys, have a great one and I will talk to you again about ads really send for more on this and thousands of other topics. Is that how stuff works dot com. Wh