Science 2.0
The Creepy Uncanny Valley Of Targeted Online Marketing
Personalized online ads must work for the same reason advertising must work; it wouldn't be a trillion-dollar industry if it didn't work. Even supplements and organic food are only $140 billion, and those are really popular things that don't work. Advertising is not popular at all but good luck succeeding without it.
Yet there are limits for what people accept without being uncomfortable. In robots and animation, that has long been termed the 'uncanny valley' - where something is not lifelike enough to look real but too lifelike to be acceptable. Some digital marketing has its own uncanny valley; where it becomes unsettling. Examples are people who say they mentioned something in the presence of their Amazon Echo and then ads on Facebook began to target them.
Yet there are limits for what people accept without being uncomfortable. In robots and animation, that has long been termed the 'uncanny valley' - where something is not lifelike enough to look real but too lifelike to be acceptable. Some digital marketing has its own uncanny valley; where it becomes unsettling. Examples are people who say they mentioned something in the presence of their Amazon Echo and then ads on Facebook began to target them.
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