this post was submitted on 08 Jan 2024
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Sure, but also beside the point? I'm talking about the effects of changing an underlying mechanism of a live system, not of comparing two different systems that developed over time.
Here are my guesses: sites that have enough unique visitor count and data to work directly with advertisers may not fall. Small sites that rely on Adsense networks for revenue would no longer have revenue. A small (though non-zero) number of people/groups would continue on and seek alternative funding. Without ad networks, many tech companies fall.
I'm not saying that I'm against any of this, either. In my view, there's a large chance that nothing of real value (to a society) would be lost. Maybe we can bring web rings back.
Ad networks could still work, they just wouldn't have the targeting data to work with or the usage data they can sell as an entirely unrelated business model. They were profitable before the current big data push, there's no reason they couldn't continue to be profitable without that big data again
Do you think our economy has changed since big data targeted advertising? Your example is the same as Blackmists', essentially. We're 30 years down a path and flipping a switch like that would have widespread repercussions. Again, I'm not saying the repercussions shouldn't happen.
Yes it has changed, for the worse
There's no reason they can't just use the page you're on and a very rough "location from IP address" (e.g. just the country, and sometimes not even that), to give the advertisers something to aim at. If you're on a camera website, you'd see camera shops in the UK, etc, rather than a load of weird buttplug shaped things from Temu.
How would the advertisers get location IP if they can't have the data?
Edit: whoops, got trigger happy. Anyway, I'm totally behind taking back control from advertisers. They have an outsized influence in society. I also think there are unforeseen consequences of your blanket statement suggestion that haven't been considered, hence wishing for a simulation. Again, if advertising is less targeted, cost of customer acquisition goes up and most business models break.
Your browser would technically have to request the advert anyway. So they'd have your IP regardless if they served you an ad. They just wouldn't be allowed to push it and your browser fingerprint to 1000+ "data partners".
A better addition might be to have a dedicated advert tag in HTML, that disables any JS within that block, so the only thing they can do is give you a chunk of HTML/CSS/images with no ability to fingerprint.