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blog: Don Marti

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perfection is achieved

10 March 2019

A designer knows he has achieved perfection not when there is nothing left to add, but when there is nothing left to take away.

—Antoine de Saint-Exupery

The perfect targeted advertising business model has been discovered. I have seen it. Maybe you have seen it too.

  1. Identify users likely to be enraged by a particular issue.

  2. Run rage-provoking targeted ads on that issue, with a call to action to sign a petition or complete a survey.

  3. Upsell a fraction of the people to make a donation, automatically billed to their credit cards monthly.

  4. Actually deliver the petitions or surveys or whatever, but keep most of the money for yourself by paying it to your data-driven marketing consulting company.

It's data-driven. It's sticky. It's social. It's got everything that a surveillance marketing business needs, and nothing it doesn't. No manufacturing. No support. Not even any drop-shipping.

If you don't get these ads, yay for you. Your eyeballs are probably too expensive on the ad impressions market, or you don't seem like the kind of person who would get enraged about any issue that they have a landing page for.

The funny thing is that the model works because people made so much noise about the Citizens United decision and shadowy political groups. So the people who are paying into these things will probably never even feel ripped off.

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