The Daily You: How the New Advertising Industry Is Defining Your Identity and Your Worth

In the new media world, advertisers are deciding who you are, how much you matter, and what you see and do

The Internet is often hyped as a means to enhanced consumer power: a hypercustomized media world where individuals exercise unprecedented control over what they see and do. That is the scenario media guru Nicholas Negroponte predicted in the 1990s, with his hypothetical online newspaper The Daily Me—and it is one we experience now in daily ways. But, as media expert Joseph Turow shows, the customized media environment we inhabit today reflects diminished consumer power. Not only ads and discounts but even news and entertainment are being customized by newly powerful media agencies on the basis of data we don’t know they are collecting and individualized profiles we don’t know we have. Little is known about this new industry: how is this data being collected and analyzed? And how are our profiles created and used? How do you know if you have been identified as a “target” or “waste” or placed in one of the industry’s finer-grained marketing niches? Are you, for example, a Socially Liberal Organic Eater, a Diabetic Individual in the Household, or Single City Struggler? And, if so, how does that affect what you see and do online?

Drawing on groundbreaking research, including interviews with industry insiders, this important book shows how advertisers have come to wield such power over individuals and media outlets—and what can be done to stop it.

• Radical Technologies: The Design of Everyday Life
• Where stuff comes from
• Black Ops Advertising: Native Ads, Content Marketing and the Covert World of the Digital Sell
• The Presentation of Self in Everyday Life
• So You've Been Publicly Shamed
• Alone Together: Why We Expect More from Technology and Less from Each Other
• Everybody Lies: Big Data, New Data, and What the Internet Can Tell Us About Who We Really Are
• The Aisles Have Eyes: How Retailers Track Your Shopping, Strip Your Privacy, and Define Your Power
• Bit Rot: stories + essays
• Ways of Seeing: Based on the BBC Television Series (Penguin Books for Art)