The prospect of data-driven ads proved to be terrifyingly irresistible.
, “Lucky Strike: It’s toasted.” “Advertising is based on one thing—happiness,” said Draper. “And you know what happiness is? Happiness is the smell of a new car. It’s freedom from fear. It’s a billboard on the side of the road that screams with reassurance, that whatever you are doing, it’s OK. You are OK.”. Lucky Strike remained his client. But Draper was selling magic, not science. That’s why he spoke in poetry, not data.
For more than a century, no one knew if advertising worked, if it drove people who would otherwise not buy a thing to buy that thing. Companies had little choice but to engage expensive “creative” agencies like Draper’s fictional one. If they did not buy flashy, seductive ads in magazines, newspapers, television, or radio consumers might never learn their products existed, let alone whether they were superior to their competition.
As early as 2000, Google introduced small, simple, direct, and boring ads hitched to the keywords that people typed into the search bar.
These companies would master the practice of tracking every expression of desire, every social connection, and every move we make to generate vast collections of mineable behavioral data. This data helps them predict what you might want next based on what you have done before, what your friends seem to want now, or what people very much like you have wanted or done.
The prospect of data-driven ads, linked to expressed preferences by identifiable people, proved in this past decade to be irresistible. From
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