Thread · 3 tweets · 22 Mar 2018

Not that I'm defending Facebook in the least here, but it's more complicated than "just use contextual". Advertisers want dossiers because they believe (not necessarily rightly) that that works better. It speaks to their fantasies. If you don't provide, you lose their business.

This leads to a classic game in which no one can de-escalate, certainly not with that number of players. Everyone has to either track, or have the means to not play the ads game.

There is one way out though: browsers. Safari showed last year that they could kill the majority of tracking dead, effectively and reproducibly. Other browsers could do the same. No tracking, no dossier. No dossier, different ad world.