The article discusses the emergence of surveillance capitalism, where personal data harvested from user interactions online becomes a valuable commodity for advertisers. This data allows companies like Google and TikTok to deliver highly targeted ads, generating significant revenue—over $274 billion in 2022, with projections to nearly $700 trillion by 2030. It highlights the sophisticated metrics used to personalize ads based on personal information, interests, online behavior, and psychographics, illustrating the pervasive nature of data-driven advertising in today's digital environment.
The evolution of data-driven advertising, known as surveillance capitalism, is driven by the refinement of user metrics into hyper-personalized ads that target specific user segments.
In 2022, the global data industry generated over $274 billion in revenue, with projections indicating it could reach nearly $700 trillion by 2030.
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