The Implications of PRISM for Digital Marketers

By Alan Coleman on 19 Jun 2013

Last week, Eric Snowden came forward as the source of a leak of highly classified information regarding the US government’s surveillance of its citizens. The scale of the surveillance program, code-named PRISM, was mind-blowing. It was revealed that the NSA has been monitoring data from some of the biggest internet companies in the world (including Google) since 2007. Many people already knew that companies like Facebook and Google use all of the information you give them in order to create a personalised internet experience for you. Most people who use these sites know that they keep records of everything you do and use this information to build a profile of the kind of person you are. Most people know this...they just don't like to think about it!

The creepiness of Google Ad Preferences

I’m always slightly creeped out when I check my Google Ad Preferences (check yours out here). Based on the websites I have visited while signed into my Gmail account Google knows that I am male, between the ages of 18 and 24, that I speak English, French and Spanish, and that I am interested in sports and film. Google uses this information to tailor my internet experience. As I move around the Google Display Network I am shown ads that reflect my interests or that are targeted to my demographic. I know all of this but I don’t like to be reminded of it. As far as I’m concerned (and I have no doubt many people feel the same way) it is the price I pay for the convenience of having the world at my fingertips and the less time I spend thinking about it, the better. Ignorance is bliss.

How relevant is too relevant?

So when I heard about PRISM it made me think about a discussion we have had in the office plenty of times, and something I have heard lots of people outside of digital marketing complain about before: how relevant is too relevant? The great thing about the Google Display Network is that through the various available targeting methods we can show ads to really relevant consumers. We can get an ad for Lions jerseys in front of someone who is watching the highlights of the Lions match from that morning on YouTube. We can show an ad for clothes to someone who regularly visits fashion blogs. We can even decide to show specific ads to specific demographics of people. With remarketing we can show ads to people who were on our website but left without getting in touch, reminding them to come back and contact us. After reading this you’ll probably notice our ads following you around for the next few days. All of this is great for advertisers, but it is also good for consumers. It means you’re not constantly seeing ads that have nothing to do with you or your interests, and that you mostly see ads for products that are relevant to you. This is provided that the ads don’t cross the line into the realm of the creepy. The goal is to target the most relevant audience, but in such a way that they don’t realise they are being targeted. They don’t want to be reminded of the vast amount of information companies like Google know about them, and heaven forbid this information be used by someone who is trying to sell something. It can be a delicate balance to strike and can be like walking a tight rope at times. Go too far and the potential customer decides that your brand creeps them out. Once someone forms an opinion on a brand it can be very difficult to change it. The PRISM story is one that has made lots of people look at and question their online behaviour. People are more aware of the “private” information they have made available to companies like Google and Facebook, and will be more careful about what they share in the future.

Targeted & optimised digital advertising campaigns will thrive

It’s more important now than ever before to have a properly targeted and optimised digital advertising campaign. If you have the experience and expertise to do this, you will thrive in the online market place. If not, you could always speak to someone who does. Rob