To Save the News, We Must Ban Surveillance Advertising

This is part three of an ongoing, five-part series. Part one, the introduction, is here. Part two, about breaking up ad-tech companies, is here.

The ad-tech industry is incredibly profitable, raking in hundreds of billions of dollars every year by spying on us. These companies have tendrils that reach into our apps, our televisions, and our cars, as well as most websites. Their hunger for our data is insatiable. Worse still, a whole secondary industry of “brokers” has cropped up that offers to buy our purchase records, our location data, our purchase histories, even our medical and court records. This data is continuously ingested by the ad-tech industry to ensure that the nonconsensual dossiers of private, sensitive, potentially compromising data that these companies compile on us are as up-to-date as possible. 

Commercial surveillance is a three-step process:

1. Track: A person uses technology, and that technology quietly collects information about who they are and what they do. Most critically, trackers gather online behavioral information, like app interactions and browsing history. This information is shared with ad tech companies and data brokers.
2. Profile: Ad tech companies and data brokers that receive this information try to link it to what they already know about the user in question. These observers draw inferences about their target: what they like, what kind of person they are (including demographics like age and gender), and what they might be interested in buying, attending, or voting for.
3. Target: Ad tech companies use the profiles they’ve assembled, or obtained from data brokers, to target advertisements. Through websites, apps, TVs, and social media, advertisers use data to show tailored messages to particular people, types of people, or groups.

This data-gathering and processing is the source of innumerable societal harms: it fuels employment discrimination, housing discrimi

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