There are three separate themes that hit me today from three different news stories. These three themes are becoming interconnected on the web, as anyone who works in technology can tell you, but what I think most people don't know is that they will increasingly define the way in which we live our lives, beginning with the Internet.
But first, what were the three news items that caused me to write about this trend?
- A question posed to Mark Zuckerberg during his interview on Sunday,
- Chris Anderson's new column in Wired, "Free! Why $0.00 is the Future of Business"
- The MySpace page, and subsequent news stories, of the former NY Governor's high-priced call girl
The themes are: free services, personal expression and targeted advertising. And what they are doing on the web today looks a little something like this:
Not that a cycle like this is anything new - Free-to-air TV programs have always been given away in exchange for advertising, and Google gives away its search bar in exchange for contextual ads on the corners of your screen - so what's different about today's ad-supported services? Simply, the injection into the cycle of lots and lots of deeply personal information.
The first part of this pattern - the trend of companies giving free web-based software and services is well detailed in Chris Anderson's new Wired column, where he explains that the future of business is giving away the initial good for free, and paying for it by charging more for the premium good, or the services that enhance the enjoyment of the free good. The classic example? Gillete's initial handing out of free razor sticks in 1904 to get more people to buy the blades. And how does Anderson see that working in today's world? Give away free movie tickets, but charge extra for the pop-corn.
This is what every contextual ad-supported start-up today tries to achieve - give away the "crack" to get users hooked, and pay for it with advertising. And it's the same trend that Facebook tried to capitalize on with its Beacon launch last fall. People love Facebook, they pour their tastes and preferences into their FB profiles and allow it to drop cookies on their computers. But when Facebook started tracking their shopping behavior on other sites and reporting their purchases to all their friends via a newsfeed, users started to revolt.
What happened? Haven't people already made clear that they'll trade privacy for free stuff?
I'm not sure. My generation (the Post Gen-X crowd) is really the first to have the ability to share the intricate and intimate details of their lives immediately and globally with little or no effort. And until they reach a certain age - they also share this information with little or no consequences. In fact, the consequences they do incur are initially positive: making new friends, experiencing self-realization, and learning to use technology. But what happens when your MySpace page turns into a goldmine for reporters tracking your involvement in a national political sex scandal? Well - "Kristen" aka Ashley Alexandra Dupré found out today as the circus that has engulfed Elliot Spitzer for three days descended on and dissected her web-presence. I can only imagine what the political campaigns of tomorrow will look like - there are some incriminating college photos out there of a lot of aspiring young politicians I know.
Which is not to say that the web changes the notions of personal responsibility - people are still ultimately responsible for their actions - it's just that free ad-supported social networks, and other free web-services enable people to post much more about themselves, and when they do catch the public's eye, the resulting attention is overwhelming.
But even more important than the personal or political consequences of information sharing are the commercial ones.
Imagine what better picture an advertiser has of you when you broadcast your likes and dislikes to the world, in all their subtleties. I do it right here in my blog - but it's not in an aggregated and standardized format. However, MySpace and Facebook are, and although all the news stories suggest Facebook is struggling to monetize their ad inventory, I would imagine that the real value in a platform like Facebook, is not the ad space on Facebook's own pages, but rather the ability for Facebook to take very specific combinations of user preferences and behavior and sell that information to behavioral advertisers who are capable of targeting at the individual level.
One of the best (and few) audience questions Mark Zuckerberg got asked during his infamous interview at South by South West last weekend was about user privacy and information sharing.
The questioner essentially asked, "What are you doing to empower users to better control their own information?" Zuckerberg's response suggested that he did indeed understand the issue, "We need to figure out how to give people as much granular control as possible" over "which information they share with which people," and, I would add, in what manner they do it.
I believe that Zuckerberg wants to do this - make advertising minimally intrusive and potentially beneficial to the user, and allow users to control their own information. But the potential value in platforms like FB and MySpace would seem to be diametrically opposed to that approach.
Can Facebook walk the fine line and figure out how much targeted advertising is too much?
Will Internet users continue to pour their personal lives on to the web as each new generation arises?
If so, will these trends make what we think of as privacy a thing of the past?
I once had someone tell me that what we're experiencing is a return from our urban and suburban environments to a village-like setting, where people give up expectations of real privacy because there is no true anonymity.
I think we might be headed towards something like that, and I'm curious what impacts, for better or worse, it will have on human society.