Subprime Attention Crisis : Advertising and the Time Bomb at the Heart of the Internet

作者：TimHwang

出版社：Farrar,StrausandGiroux

副标题：AdvertisingandtheTimeBombattheHeartoftheInternet

出版年：2020-10-13

页数：176

定价：USD15.00

ISBN：9780374538651

内容简介
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In Subprime Attention Crisis, Tim Hwang investigates the way big tech financializes attention. In the process, he shows us how digital advertising—the beating heart of the internet—is at risk of collapsing, and that its potential demise bears an uncanny resemblance to the housing crisis of 2008.

From the unreliability of advertising numbers and the unregulated automation of advertising bidding wars, to the simple fact that online ads mostly fail to work, Hwang demonstrates that while consumers’ attention has never been more prized, the true value of that attention itself—much like subprime mortgages—is wildly misrepresented. And if online advertising goes belly-up, the internet—and its free services—will suddenly be accessible only to those who can afford it.

Deeply researched, convincing, and alarming, Subprime Attention Crisis will change the way you look at the internet, and its precarious future.

作者简介
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Tim Hwang is a writer and researcher. He is the former director of the Harvard-MIT Ethics and Governance of AI Initiative, and previously served as the global public policy lead for artificial intelligence and machine learning at Google. His work has appeared in The New York Times, The Washington Post, Wired, The Atlantic, and The Wall Street Journal, among other publications. He lives in New York City.

评论 ······

FSGO x Logic系列的第一本，但是我在这个系列看的最后一本，没想到也是最好的一本。书名看起来高端难懂，实际上就讲了一件事：为什么现在的online programmatic advertising是个必将破裂的泡沫市场。因为广告业吸引人的注意力贩卖人的注意力，所以书名就用了“次级注意力危机”这个高级讲法，也是为了和08年的次贷危机呼应一下（书里也不断将这两个危机并列在一起讨论相似点和不同点…

一本非常简短的小书，把现在互联网自动广告竞价产业可能存在的 bubble 与次贷危机相对比，深入浅出地分析了为什么觉得作者觉得现在的广告产业存在泡沫，以及这场泡沫破灭可能给全社会带来的影响。结论认同与否另论，单就内容而言业内人士觉得读来非常受用，但不知道业外人士读起来会不会觉得有点 dry。

内容详实，作者将在线广告和次级贷款的起源、形态和崩盘影响解释的很清楚。不过将引发金融危机的次级贷款与在线广告类比论证过于耸人听闻了。两者最大的不同点在于前者是抵押贷款，需要「借款」和「还款」两个动作，无法还款才导致坏账和银行破产，后者是在线实时交易，广告创意曝光的那一刻就已经计费了，不会有库存积压和坏账的问题。站在广告商的角度想，虽然现在是买方市场，但自己实际可选择的范围很少，除非出现新的营销方式…

一本非常简短的小书，把现在互联网自动广告竞价产业可能存在的 bubble 与次贷危机相对比，深入浅出地分析了为什么觉得作者觉得现在的广告产业存在泡沫，以及这场泡沫破灭可能给全社会带来的影响。结论认同与否另论，单就内容而言业内人士觉得读来非常受用，但不知道业外人士读起来会不会觉得有点 dry。

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