In his new book, Good Data - An Optimist's Guide to Our Digital Future, Sam Gilbert argues that pooling and sharing our data with advertisers can be good for both us and them.
The ability to target digital advertising helps organisations spend their marketing budgets more efficiently. That benefits the economy, and makes it easier for startups and local businesses to compete with large incumbents. But targeting also has some benefits for individuals – it means we see ads that are more likely to be relevant to our interests, instead of generic ads for things like online gaming websites and dating apps.”
Sam Gilbert, Affiliated Researcher