The biggest pro of the digital advertising model for our product is obvious: we need people to buy it. And before that, we need people to know about it. Especially as we’re catering to multiculturally diverse populations, we need to be able to reach large and different masses of people. We’re also targeting younger generations – that of the student and young professional, which lives online. Having ads, and a means of knowing we’re targeting the people we want to, is vital. So, this advertising model not only allows for the widespread dissemination of information but also delivers the information to the right audiences. On the consumer side, it’s also arguable that personal recommendations are a plus: your Facebook is made for you. It carves out your own personal niche in the internet. You don’t have to look for what you want; it’s right in front of you.
As for the cons: most immediately, ads are a nuisance. Zuckerman writes that ads don’t “follow your interest…It’s a barrier you have to overcome.” It would almost be easier to give in and buy the product, had there not been an incessant flow of new products vying for attention. But more importantly, the advertising revenue model has had dire consequences on our digital privacy and control over data. While we experience the positive effects of our data being tracked and collected (e.g. I get ads for European butter and new boots), we never will know the extent of control and consequences of our lack of data privacy. Ads are an easy way to gain exposure, but their popularity also makes them expensive: small businesses and content creators don’t have the same ability to influence and gain exposure as big, established advertisers do.
