Pluralistic: Ad-tech targeting is an existential threat (20 Feb 2025)


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A towering figure with the head of HAL 9000 from Stanley Kubrick's '2001: A Space Odyssey,' surmounted by Trump's hair, wearing a tailcoat with a Google logo lapel pin. It peers through a magnifying glass at a distressed, tiny Uncle Sam figure perched in its monstrous palm.

Ad-tech targeting is an existential threat (permalink)

The commercial surveillance industry is almost totally unregulated. Data brokers, ad-tech, and everyone in between – they harvest, store, analyze, sell and rent every intimate, sensitive, potentially compromising fact about your life.

Late last year, I testified at a Consumer Finance Protection Bureau hearing about a proposed new rule to kill off data brokers, who are the lynchpin of the industry:

https://pluralistic.net/2023/08/16/the-second-best-time-is-now/#the-point-of-a-system-is-what-it-does

The other witnesses were fascinating – and chilling, There was a lawyer from the AARP who explained how data-brokers would let you target ads to categories like "seniors with dementia." Then there was someone from the Pentagon, discussing how anyone could do an ad-buy targeting "people enlisted in the armed forces who have gambling problems." Sure, I thought, and you don't even need these explicit categories: if you served an ad to "people 25-40 with Ivy League/Big Ten law or political science degrees within 5 miles of Congress," you could serve an ad with a malicious payload to every Congressional staffer.

Now, that's just the data brokers. The real action is in ad-tech, a sector dominated by two giant companies, Meta and Google. These companies claim that they are better than the unregulated data-broker cowboys at the bottom of the food-chain. They say they're responsible wielders of unregulated monopoly surveillance power. Reader, they are not.

Meta has been repeatedly caught offering ad-targeting like "depressed teenagers" (great for your next incel recruiting drive):

https://www.technologyreview.com/2017/05/01/105987/is-facebook-targeting-ads-at-sad-teens/

And Google? They just keep on getting caught with both hands in the creepy commercial surveillance cookie-jar. Today, Wired's Dell Cameron and Dhruv Mehrotra report on a way to use Google to target people with chronic illnesses, people in financial distress, and national security "decision makers":

https://www.wired.com/story/google-dv360-banned-audience-segments-national-security/

Google doesn't offer these categories itself, they just allow data-brokers to assemble them and offer them for sale via Google. Just as it's possible to generate a target of "Congressional staffers" by using location and education data, it's possible to target people with chronic illnesses based on things like whether they regularly travel to clinics that treat HIV, asthma, chronic pain, etc.

Google claims that this violates their policies, and that they have best-of-breed technical measures to prevent this from happening, but when Wired asked how this data-broker was able to sell these audiences – including people in menopause, or with "chronic pain, fibromyalgia, psoriasis, arthritis, high cholesterol, and hypertension" – Google did not reply.

The data broker in the report also sold access to people based on which medications they took (including Ambien), people who abuse opioids or are recovering from opioid addiction, people with endocrine disorders, and "contractors with access to restricted US defense-related technologies."

It's easy to see how these categories could enable blackmail, spear-phishing, scams, malvertising, and many other crimes that threaten individuals, groups, and the nation as a whole. The US Office of Naval Intelligence has already published details of how "anonymous" people targeted by ads can be identified:

https://www.odni.gov/files/ODNI/documents/assessments/ODNI-Declassified-Report-on-CAI-January2022.pdf

The most amazing part is how the 33,000 targeting segments came to public light: an activist just pretended to be an ad buyer, and the data-broker sent him the whole package, no questions asked. Johnny Ryan is a brilliant Irish privacy activist with the Irish Council for Civil Liberties. He created a fake data analytics website for a company that wasn't registered anywhere, then sent out a sales query to a brokerage (the brokerage isn't identified in the piece, to prevent bad actors from using it to attack targeted categories of people).

Foreign states, including China – a favorite boogeyman of the US national security establishment – can buy Google's data and target users based on Google ad-tech stack. In the past, Chinese spies have used malvertising – serving targeted ads loaded with malware – to attack their adversaries. Chinese firms spend billions every year to target ads to Americans:

https://www.nytimes.com/2024/03/06/business/google-meta-temu-shein.html

Google and Meta have no meaningful checks to prevent anyone from establishing a shell company that buys and targets ads with their services, and the data-brokers that feed into those services are even less well-protected against fraud and other malicious act.

All of this is only possible because Congress has failed to act on privacy since 1988. That's the year that Congress passed the Video Privacy Protection Act, which bans video store clerks from telling the newspapers which VHS cassettes you have at home. That's also the last time Congress passed a federal consumer privacy law:

https://en.wikipedia.org/wiki/Video_Privacy_Protection_Act

The legislative history of the VPPA is telling: it was passed after a newspaper published the leaked video-rental history of a far-right judge named Robert Bork, whom Reagan hoped to elevate to the Supreme Court. Bork failed his Senate confirmation hearings, but not because of his video rentals (he actually had pretty good taste in movies). Rather, it was because he was a Nixonite criminal and virulent loudmouth racist whose record was strewn with the most disgusting nonsense imaginable).

But the leak of Bork's video-rental history gave Congress the cold grue. His video rental history wasn't embarrassing, but it sure seemed like Congress had some stuff in its video-rental records that they didn't want voters finding out about. They beat all land-speed records in making it a crime to tell anyone what kind of movies they (and we) were watching.

And that was it. For 37 years, Congress has completely failed to pass another consumer privacy law. Which is how we got here – to this moment where you can target ads to suicidal teens, gambling addicted soldiers in Minuteman silos, grannies with Alzheimer's, and every Congressional staffer on the Hill.

Some people think the problem with mass surveillance is a kind of machine-driven, automated mind-control ray. They believe the self-aggrandizing claims of tech bros to have finally perfected the elusive mind-control ray, using big data and machine learning.

But you don't need to accept these outlandish claims – which come from Big Tech's sales literature, wherein they boast to potential advertisers that surveillance ads are devastatingly effective – to understand how and why this is harmful. If you're struggling with opioid addiction and I target an ad to you for a fake cure or rehab center, I haven't brainwashed you – I've just tricked you. We don't have to believe in mind-control to believe that targeted lies can cause unlimited harms.

And those harms are indeed grave. Stein's Law predicts that "anything that can't go on forever eventually stops." Congress's failure on privacy has put us all at risk – including Congress. It's only a matter of time until the commercial surveillance industry is responsible for a massive leak, targeted phishing campaign, or a ghastly national security incident involving Congress. Perhaps then we will get action.

In the meantime, the coalition of people whose problems can be blamed on the failure to update privacy law continues to grow. That coalition includes protesters whose identities were served up to cops, teenagers who were tracked to out-of-state abortion clinics, people of color who were discriminated against in hiring and lending, and anyone who's been harassed with deepfake porn:

https://pluralistic.net/2023/12/06/privacy-first/#but-not-just-privacy

(Image: Cryteria, CC BY 3.0, modified)

Hey look at this (permalink)


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Object permanence (permalink)

#20yrsago Intelligent Design’s stupid designer https://www.nytimes.com/2005/02/20/magazine/unintelligent-design.html

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#5yrsago Adding 2 inches of tape to a road-sign induces sudden 50mph acceleration in Teslas https://pluralistic.net/2020/02/20/pluralist-a-daily-link-dose-20-feb-2020/#tsla-tape

#5yrsago Uber driver/sharecroppers drive like maniacs to make quota https://pluralistic.net/2020/02/20/pluralist-a-daily-link-dose-20-feb-2020/#bezzled

#5yrsago Bernie Sanders leads in 10 out of 10 polls https://pluralistic.net/2020/02/20/pluralist-a-daily-link-dose-20-feb-2020/#usnothim

#10yrsago Bloomberg: kids only like Sanders because they're stupid https://pluralistic.net/2020/02/20/pluralist-a-daily-link-dose-20-feb-2020/#okboomer

#5yrsago Barclay's bankers forced to endure nagging work-computer spyware https://pluralistic.net/2020/02/20/pluralist-a-daily-link-dose-20-feb-2020/#privilegegradient

#1yrago Pluralistic is four https://pluralistic.net/2024/02/20/fore/#synthesis

Upcoming appearances (permalink)

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Recent appearances (permalink)


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Latest books (permalink)


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Upcoming books (permalink)

  • Enshittification: Why Everything Suddenly Got Worse and What to Do About It, Farrar, Straus, Giroux, October 2025
    https://us.macmillan.com/books/9780374619329/enshittification/

  • Unauthorized Bread: a middle-grades graphic novel adapted from my novella about refugees, toasters and DRM, FirstSecond, 2026

  • Enshittification, Why Everything Suddenly Got Worse and What to Do About It (the graphic novel), Firstsecond, 2026

  • The Memex Method, Farrar, Straus, Giroux, 2026


Colophon (permalink)

Today's top sources:

Currently writing:

  • Enshittification: a nonfiction book about platform decay for Farrar, Straus, Giroux. Status: second pass edit underway (readaloud)

  • A Little Brother short story about DIY insulin PLANNING

  • Picks and Shovels, a Martin Hench noir thriller about the heroic era of the PC. FORTHCOMING TOR BOOKS FEB 2025

Latest podcast: Picks and Shovels virtual launch with Yanis Varoufakis and David Moscrop, presented by Jacobin https://craphound.com/novels/redteamblues/2025/02/16/picks-and-shovels-virtual-launch-with-yanis-varoufakis-and-david-moscrop-presented-by-jacobin/

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