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The Daily You: How the New Advertising Industry Is Defining Your Identity and Your Worth Hardcover – January 10, 2012
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"Joe Turow pulls back the curtain on the secretive practices that define the online experience for almost all Internet users. Informative, engaging, and often alarming, The Daily You should be the starting point for a national campaign to bring accountability and transparency to the world of online advertising."—Marc Rotenberg, Electronic Privacy Information Center and Georgetown University Law Center (Marc Rotenberg)
“Joe Turow’s The Daily You is a gem of public-spirited scholarship and dogged reporting. It is full of startling insights about how deeply known we are to the people who are serving us personalized ads tied to personalized content based on the incredibly accurate, predictive profiles that are assembled about us from the digital and real-world details we reveal – often unwittingly – about ourselves. Turow is the best kind of trail guide for those who care about the widespread commercial, cultural, and political implications of these developments. Take heed.”—Lee Rainie, Director, Pew Research Center's Internet & American Life Project (Lee Rainie)
About the Author
Joseph Turow is Robert Lewis Shayon Professor of Communication, Annenberg School, University of Pennsylvania. He lives in Bala-Cynwyd, PA.
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Top Customer Reviews
Listening to the insider discussions and industry reporting about online marketing provides a numbing sense of false comfort. But every so often, we go outside the bubble and hear civilians talking about what we do. I'm sure most of us have had someone at a party or family gathering share their `creeped out' moment; that instance where they finally saw clearly that somehow they were being `followed' online. Other times, they offer us largely unformed general concerns about online privacy: they don't really have a sense of what's going on but they instinctively know they don't like it. And once in a great while you'll hear from someone who's really done their homework and brings crystal clarity to the issue from the consumer point of view.
That moment came for me when I stumbled on an NPR radio interview with Joseph Turow, author of "The Daily You: How the New Advertising Industry is Defining Your Identity and Your Worth." After using up my ten minute commute, I found myself sitting my car in the parking lot of my office for another 30 minutes just listening to this guy. It was kind of like hearing someone talk about you in a bathroom when they don't know you're in one of the stalls. Except they're totally getting it right.
Turow, an associate dean at the Annenberg Communication school at Penn, has done a lot of homework. The book is detailed and rigorous, but also extremely accessible to the curious consumer. While it's probably not going to sell millions of copies, I believe it's going to be a hugely influential and important book for several reasons.Read more ›
So does that end the naive fantasy that anyone with a free-ranging intellect could use the Web to inquire about subjects of interest without the subtle infusion of advertising? Maybe. Maybe not. But most people apparently do not have the inclination or knowledge to employ tools and techniques to circumvent and, if they did, the advertising-supported model would be in jeopardy.
Turow first takes us on a trip though the history of the Web which, I think, should be required reading in every high school in the land. He cogently relates how the Web was unmoored from its noncommercial beginnings by visionary marketers who, after 20 years of unceasing research and innovation, have turned the Web experience for most people into a glitzy casino of intrusive billboards and, coincidentally, their computers into cesspools of cookie data and local storage. His observation that the firewall between editorial content and advertising is developing gaping holes and may soon be wholly breached is no surprise to anyone who has watched TV in recent years.
Turow's lengthy discussion about cookies and the emergence of data-driven advertising networks is informative but doesn't mention the techniques used by political campaigns, which now spend billions in online advertising.Read more ›
Most Recent Customer Reviews
An important look into how advertising works today and how we got to this state. Raises important questions about privacy, social equality and the intersection of technology and... Read morePublished on February 4, 2014 by Jonathan Cohen
The book is eye opening and extremely relevant to those looking to understand the history of advertising and what got the industry to where it is today. Read morePublished on January 20, 2014 by Rita
would recommend for anyone doing research on social networking sites or digital media in general
great timeline drawn to explain how online advertising became what it is today
It was really useful for the background of my research with blogs and marketing, specially chapter 5. Read morePublished on February 16, 2013 by Graziela Rodrigues
Why is it easy to lead sheep to the slaughterhouse? Two reasons: they are not intelligent creatures and they are ignorant of what awaits them inside. Read morePublished on December 22, 2012 by John T. OFarrell
You can read this book two ways, depending on your perspective: If you are a marketer or businessperson selling goods or services, you can marvel at the skill and genuine... Read morePublished on December 20, 2012 by Rolf Dobelli
Nice job of laying out how we are followed on and off line and what that means in terms of how we get marketed and pursued.Published on December 14, 2012 by Jim Wittebols