On Or Off Base, Ads Are Everywhere

Human beings are multidemensional. We can not be summed up simply by our online image alone. I want to belive that most of the ads that are targeted towards me are a good representation of my real identity, and not just what I scroll through or what my advertising identity depicts. I’ve noticed that anytime I open Google, Instagram, or even sometimes YouTube something is almost immediately trying to be sold to me. The ads are usually fairly predictable, such as a guitar or related accessories. Sometimes I’ll see pop-ups for boots, outdoor wear, or tools. Of course, I do love to browse for these items. As much as I enjoy searching these topics, it is odd to think that the internet has created an entire virtual identity for me, and knows about my interests almost as well as my friends. Other times, the ads that are directed at me seem way out of the ordinary, and does not truly correlate well with my real identity.

The ads that are accurate are related to my interests, browsing history, and online presence. For instance, I was researching bass guitars before my latest purchase of a new bass. I was looking for two specific brands, hoping to narrow my decision down to one. While on my search, I noticed numerous ads for these specific items across multiple apps. During a search for hunting boots for my dad, I received many ads for hunting and other outdoor activities. That topic is something that I talk about, search for, and participate in often, so those specific ads would be targeted towards me anyway. Most people are multifaceted human beings. We do not necessarily fit a single mold that can be summed up or easily targeted.

Through a random conversation or search, I may have ads that lead me down a path that I would not ordinarily go down. I have noticed several of these rabbit holes in terms of ads during and after Christmas shopping. I was shopping for leggings for my girlfriend, warm socks for my mother, and work jackets for my brother. Then I was bombarded with multiple ads for items I had just purchased (for others), and had no interest for my own personal use. Slowly, these ads waned as the internet realized that I was no longer searching for these items. I have also noticed an uptick of cancer treatment ads across the internet. Due to my own family dynamics and personal research related to cancer, I suddenly have been targeted for seemingly every type of cancer around. In closing, the internet seems to draw an identity, being my advertising identity. As stated above, people are more that just their browsing history or online presence. In closing, people can not necessarily be summed up by pop-up ads alone. While sometimes our real identity and advertising identity may cross paths, we are more than just an algorithm.

“New York City, Times Square – 2” by Brian G. Wilson is licensed under CC BY-NC-ND 2.0.