How long before President Barack Obama refers to social media as the Fifth Estate?
When I sat down to write this timely piece about the role of social media in government I was hopeful that by calling it "The Fifth Estate" I was about to be somewhat clever and original. Sheesh, was I wrong. A quick search revealed that many bloggers and pundits have in fact been calling social media The Fifth Estate for a while now:
There are in fact hundreds, if not thousands, of references to social media as The Fifth Estate that go back many, many years.
This of course has once again got me thinking that 1) there is truly no such thing as an original idea, especially on a planet inhabited by billions of meme processors all hooked into one global web, and 2) as innocuous as it may seem to us at any given moment, social media is truly a breakthrough phenomenon that is absolutely critical to convergent acceleration.
Google's announcement that they are now openly beta-testing "interest-based advertising" confirms that the near-term future of web advertising will involve tapping into your behavior and interest graph.
From the Official Google Blog:
To date, we have shown ads based mainly on what your interests are at a specific moment. So if you search for [digital camera] on Google, you'll get ads related to digital cameras. ... We think we can make online advertising even more relevant and useful by using additional information about the websites people visit. Today we are launching "interest-based" advertising as a beta test on our partner sites and on YouTube. These ads will associate categories of interest — say sports, gardening, cars, pets — with your browser, based on the types of sites you visit and the pages you view. We may then use those interest categories to show you more relevant text and display ads.
There is no doubt that this will make for a more interesting and valuable advertising experience, while also boosting Google's bottom line by cutting out advertising inefficiencies. It is also clear that allowing Google to pair your behavioral data with your ad click data will open up a new frontier of behavioral data mining that will further fuel the Google system and lead to additional advances in search, understanding online behavioral modes, and advertising strategies.
Of course, the inexorable move to personal data integration (Facebook and Twitter are hard at work on similar initiatives and will be the next to jump into the data+search game - credit card, shopping club, and survey companies have been doing this for years) into one big-ass socio-behavioral graph pushes to the forefront a host of privacy, transparency, data control, and general social issues/questions that have been mustering force.
What does Google have to say about this?