Welcome!

Microsoft Cloud Authors: David H Deans, Yeshim Deniz, Janakiram MSV, Andreas Grabner, Stackify Blog

Blog Feed Post

Humane microtargeting is here

At an amazing dinner last night — amazing because of the dozen people there, although the food was good, too — the conversation turned to shared cynicism about the lessons the 2012 presidential campaigns learned about the use of the Internet. Both sides seem to have taken away the idea that victory depends upon evermore tightly targeted ads. Once the campaign can figure out that you are a 37 year old woman, who is a lapsed Catholic who owns a hunting rifle but favors rigorous background checks, who has a daughter with a chronic medical condition, whose sister married a woman from Colombia, and who once ate a panda and secretly liked it, the campaign can target you with marketing material that will press all your buttons and only your buttons.

This wouldn’t be a problem if the campaigns used this micro-specific information to appeal to our reason and judgment. But the campaigns are marketing machines that aim at getting us to make a one-time “purchase decision” and if they can do so by appealing to our lizard brains, they will.

I share much of this cynicism, and all the more acutely because my rose-colored glasses were polished by the 2004 Dean campaign. It used the Net to raise unheard of amounts of money via email campaigns, but it also tried to scale intra-supporter conversations by having supporters connect laterally. The Dean campaign was really focused on winning the nomination [SPOILER: It didn't], but it was also genuine in its belief that the Net would enable a new type of connectedness that could subvert (at least to some extent) the hierarchical nature of campaigns and of governments. (Source: Joe Trippi‘s book. Also, I got to watch up-close.) That makes it all the more disappointing to me that the campaigns are focused on the Net as a medium for personalized marketing, rather than as tools of connection. (We’ll see what Organizing for America becomes.)

Nevertheless, I am not as cynical as most of my dinner companions, perhaps because I’m old and remember politics before the Internet, or because I’m old and foolish, or, most likely both.

So, we can and should bemoan the failure of the two major parties’ campaigns to more fully embrace the Net as more than a cheap way to broadcast messages. We should be cynical about the top-down, one-way, manipulative, non-conversational “messaging” that has become the main way campaigns communicate. But we should also remember that we have a powerful example of microtargeting being used for building multiway, lateral conversations: The Web.

I mean something obvious. In the days before the Internet, our news came from a handful of TV and radio channels and newspapers. If you wanted to know a candidate’s position, you went down to his (yes, almost always his) headquarters and picked up the handful of position papers they kept there. You of course argued with your friends and co-workers, but those conversations and the ideas they generated stayed very local.

All of that has been changed by the Web. We can get endless amounts of information and can engage in endless conversations. Of course much of that information is bad and many of the conversations are stupid-making. Still I would not trade our current vibrant democracy of conversation for the prior media regime that delivered the news in a rolled up bundle of pages once a day.

But you already know that. The question last night was whether we’ll ever see micro-targeting that is lateral, conversational, and not, well, evil. And my answer is: yes, it exists appropriately transformed on the Web. Blog posts, for example, are globally available, but are not exactly broadcast. Rather, a self-selected group comes to read them, and sometimes some people in that group recommend a post to one of their own networks. Likewise, tweets go to followers, and to the followers of those who re-tweet them. Likewise, on mailing lists people circulate links that are “targeted” to the interests that hold those lists together. The Web is what conversational, lateral microtargeting looks like.

Granted we tend not to think about the Web that way because the term “targeting” is so obnoxious. But take the war out of targeting and you have the idea that appropriate content is put in front of appropriate people, which is how the Web â?? wildly imperfectly â?? works.

But there’s more than language at stake here. If we are feeling cynical and depressed about our political processes because the political parties are using the Internet as a medium for aiming messages straight at the reptilian brains of the citizenry, then, yes, we should despair. But if we look outside of the campaigns at the general political ecosystem, we are indeed seeing the sort of lateral, conversational engagement that the Web promised us. The problems with this Web ecosystem â?? legion and serious — are due primarily to how the affordances of the Web engage fallible humans (i.e., humans). So, we may still feel depressed and cynical, but not because the political system seems to have structural reasons why it cannot reform itself. Reform is possible outside of that system.

We should therefore feel depressed and cynical for better reasons.

Read the original blog entry...

More Stories By David Weinberger

David is the author of JOHO the blog (www.hyperorg.com/blogger). He is an independent marketing consultant and a frequent speaker at various conferences. "All I can promise is that I will be honest with you and never write something I don't believe in because someone is paying me as part of a relationship you don't know about. Put differently: All I'll hide are the irrelevancies."

@ThingsExpo Stories
WebRTC is the future of browser-to-browser communications, and continues to make inroads into the traditional, difficult, plug-in web communications world. The 6th WebRTC Summit continues our tradition of delivering the latest and greatest presentations within the world of WebRTC. Topics include voice calling, video chat, P2P file sharing, and use cases that have already leveraged the power and convenience of WebRTC.
"We're a cybersecurity firm that specializes in engineering security solutions both at the software and hardware level. Security cannot be an after-the-fact afterthought, which is what it's become," stated Richard Blech, Chief Executive Officer at Secure Channels, in this SYS-CON.tv interview at @ThingsExpo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
The question before companies today is not whether to become intelligent, it’s a question of how and how fast. The key is to adopt and deploy an intelligent application strategy while simultaneously preparing to scale that intelligence. In her session at 21st Cloud Expo, Sangeeta Chakraborty, Chief Customer Officer at Ayasdi, will provide a tactical framework to become a truly intelligent enterprise, including how to identify the right applications for AI, how to build a Center of Excellence to ...
Consumers increasingly expect their electronic "things" to be connected to smart phones, tablets and the Internet. When that thing happens to be a medical device, the risks and benefits of connectivity must be carefully weighed. Once the decision is made that connecting the device is beneficial, medical device manufacturers must design their products to maintain patient safety and prevent compromised personal health information in the face of cybersecurity threats. In his session at @ThingsExpo...
SYS-CON Events announced today that Massive Networks will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Massive Networks mission is simple. To help your business operate seamlessly with fast, reliable, and secure internet and network solutions. Improve your customer's experience with outstanding connections to your cloud.
From 2013, NTT Communications has been providing cPaaS service, SkyWay. Its customer’s expectations for leveraging WebRTC technology are not only typical real-time communication use cases such as Web conference, remote education, but also IoT use cases such as remote camera monitoring, smart-glass, and robotic. Because of this, NTT Communications has numerous IoT business use-cases that its customers are developing on top of PaaS. WebRTC will lead IoT businesses to be more innovative and address...
Because IoT devices are deployed in mission-critical environments more than ever before, it’s increasingly imperative they be truly smart. IoT sensors simply stockpiling data isn’t useful. IoT must be artificially and naturally intelligent in order to provide more value In his session at @ThingsExpo, John Crupi, Vice President and Engineering System Architect at Greenwave Systems, will discuss how IoT artificial intelligence (AI) can be carried out via edge analytics and machine learning techn...
Everything run by electricity will eventually be connected to the Internet. Get ahead of the Internet of Things revolution and join Akvelon expert and IoT industry leader, Sergey Grebnov, in his session at @ThingsExpo, for an educational dive into the world of managing your home, workplace and all the devices they contain with the power of machine-based AI and intelligent Bot services for a completely streamlined experience.
SYS-CON Events announced today that GrapeUp, the leading provider of rapid product development at the speed of business, will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place October 31-November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Grape Up is a software company, specialized in cloud native application development and professional services related to Cloud Foundry PaaS. With five expert teams that operate in various sectors of the market acr...
SYS-CON Events announced today that Datera, that offers a radically new data management architecture, has been named "Exhibitor" of SYS-CON's 21st International Cloud Expo ®, which will take place on Oct 31 - Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Datera is transforming the traditional datacenter model through modern cloud simplicity. The technology industry is at another major inflection point. The rise of mobile, the Internet of Things, data storage and Big...
In his opening keynote at 20th Cloud Expo, Michael Maximilien, Research Scientist, Architect, and Engineer at IBM, discussed the full potential of the cloud and social data requires artificial intelligence. By mixing Cloud Foundry and the rich set of Watson services, IBM's Bluemix is the best cloud operating system for enterprises today, providing rapid development and deployment of applications that can take advantage of the rich catalog of Watson services to help drive insights from the vast t...
SYS-CON Events announced today that CA Technologies has been named "Platinum Sponsor" of SYS-CON's 21st International Cloud Expo®, which will take place October 31-November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. CA Technologies helps customers succeed in a future where every business - from apparel to energy - is being rewritten by software. From planning to development to management to security, CA creates software that fuels transformation for companies in the applic...
Recently, IoT seems emerging as a solution vehicle for data analytics on real-world scenarios from setting a room temperature setting to predicting a component failure of an aircraft. Compared with developing an application or deploying a cloud service, is an IoT solution unique? If so, how? How does a typical IoT solution architecture consist? And what are the essential components and how are they relevant to each other? How does the security play out? What are the best practices in formulating...
In his session at @ThingsExpo, Arvind Radhakrishnen discussed how IoT offers new business models in banking and financial services organizations with the capability to revolutionize products, payments, channels, business processes and asset management built on strong architectural foundation. The following topics were covered: How IoT stands to impact various business parameters including customer experience, cost and risk management within BFS organizations.
Internet of @ThingsExpo, taking place October 31 - November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 21st Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The Internet of Things (IoT) is the most profound change in personal and enterprise IT since the creation of the Worldwide Web more than 20 years ago. All major researchers estimate there will be tens of billions devic...
SYS-CON Events announced today that Elastifile will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 - Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Elastifile Cloud File System (ECFS) is software-defined data infrastructure designed for seamless and efficient management of dynamic workloads across heterogeneous environments. Elastifile provides the architecture needed to optimize your hybrid cloud environment, by facilitating efficient...
There is only one world-class Cloud event on earth, and that is Cloud Expo – which returns to Silicon Valley for the 21st Cloud Expo at the Santa Clara Convention Center, October 31 - November 2, 2017. Every Global 2000 enterprise in the world is now integrating cloud computing in some form into its IT development and operations. Midsize and small businesses are also migrating to the cloud in increasing numbers. Companies are each developing their unique mix of cloud technologies and service...
SYS-CON Events announced today that Golden Gate University will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Since 1901, non-profit Golden Gate University (GGU) has been helping adults achieve their professional goals by providing high quality, practice-based undergraduate and graduate educational programs in law, taxation, business and related professions. Many of its courses are taug...
SYS-CON Events announced today that Grape Up will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct. 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Grape Up is a software company specializing in cloud native application development and professional services related to Cloud Foundry PaaS. With five expert teams that operate in various sectors of the market across the U.S. and Europe, Grape Up works with a variety of customers from emergi...
SYS-CON Events announced today that DXWorldExpo has been named “Global Sponsor” of SYS-CON's 21st International Cloud Expo, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Digital Transformation is the key issue driving the global enterprise IT business. Digital Transformation is most prominent among Global 2000 enterprises and government institutions.