Tech companies don’t have to be scared to make money

Sometimes I really Wrong

In 2006 I heard about a fun new search engine Dakdakgo, Took a look and predicted it would die quickly. After all, Google was booming at the time, and the technology was rife with rivals. Search engineLike stars falling from the sky. How can a new one be successful? (And with a name like that?)

Worst of all, DuckDogo’s business model was paddling against the current. Its central feature was the promise of privacy: its code will not track you at all. A delightful idea, to be sure! With all the other technology giants – Google and Ascending Twitter and Facebook running in reverse to create surveillance-capitalist tools to scrap as much information as you can, it felt like financial suicide. “Big Data” was the turtle-neck capress frame of tech conferences, and tech CEOs promised that enjoying every one of your activities – and personalizing their services – would be an epic victory. You’ll find search results (or social media feeds) specific to your interests; They can provide laser-guided targets to advertisers. Are there hippies in Dakdakgo? Adorable business model, folks. Good luck.

More than a decade later, DuckDuck has built the boat load ough it became profitable in 2014 and remains that way.

The company’s traffic more than doubled last year. It does this without any point monitoring: using the keywords you type in the search bar – “best inkjet printers,” “Boston hotels” – to customize an ad for that search. This is known as “relevant” targeting, as opposed to secret-policing “behavioral” tracking that fuels advertising across many tech platforms and creates a huge dossier of your online activities. Dakdakgo doesn’t even hold your search information. Whenever you load the search engine, you are a stranger.

“We questioned this assumption: do you really need to track people to make money in advertising? Our answer is no, “Gabriel Weinberg, founder and CEO of DuckDog, told me. He noted that part of the company’s success was that a significant number of people wanted more privacy. A Pew Research Center survey found that 61 percent of Americans think that data More than the downside benefit of tracking.

In fact, the success of DakDakGo suggests more strongly that Silicon Valley’s business rationale for data collection is largely wrong. They say they need to do this to create compelling products: Personalizing their stuff helps keep us the most “busy” and thus transmits advertising money. Yet there is a technology company here that avoids the practice of surveillance capitalism; It just practices Regular Capitalism.

So far, the downsides of hyper-personalization are not particularly well-known compared to social media search, but when you look at Weinberg’s success, it raises a question: was all this customization and tracking necessary in the first place?

“If a lot of companies choose to go this route, they could be quite profitable,” Weinberg said. “It simply came to our notice then. But do you know what the added benefit is for all these social effects and problems? We don’t think so. ”Even some ad buyers are questioning whether endless tracking works; The Digidar survey found that 45 percent of ad executives saw “no significant benefit” from behavioral tracking, and 23 percent found that it made money. Petni.

Over the past few years, TechLash has shed light on the disadvantages of technology, and in the midst of all this, Ike things have made you think, Man, modern technology is a curse! But with the success of DocDacGo, one can see that our plight is less than that of the technical models from the existence of microprocessors, fiber-optic cables and code less than the technical KOA technology.

Getting out of surveillance-driven business models will not be easy. As its author Shoshna Jubf we can create public policies to make it harder to collect personal data The era of surveillance capitalism, As Senator Elizabeth Warren argues we can turn large technology monopolies into smaller companies that actually have to compete with each other and increase the likelihood that their customers will actually get what they want, as Senator Elizabeth Warren argued.

Either Fix’s legislators need to work harder against stronger firms, which is not given. Although it is worth the pressure. Today’s clever business models have become commonplace in Silicon Valley. If we want more companies to follow the path of Dakdakgo, we need all the help they can get.

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