Donald MacKenzie

Type​ a few words into Google and hit ‘return’. Almost instantaneously, a list of links will appear. To find them, you may have to scroll past a bit of clutter – ads and, these days, an ‘AI Overview’ – but even if your query is obscure, and mine often are, it’s nevertheless quite likely that one of the links on your screen will take you to what...

Playing​ Candy Crush Saga on your phone involves moving brightly coloured sweets around to the sound of cheerful music. Get three or more identical sweets into a line, and they gently explode and disappear. Your score ticks up, and a cascade of further sweets refills the screen. If all goes well, you’ll soon complete a level. A warm, disembodied, male voice offers encouragement:...

Dozens,​ hundreds, perhaps even thousands of online ads flash before your eyes every day, so many that you probably don’t even notice most of them. Generating the electricity to get just one ad to appear on your screen can produce a puff of carbon dioxide sufficiently large that, if it were cigarette smoke, you would be able to see it. Showing a single digital ad to a single user...

Click​ on a link to an article on a news website. If you have a fast internet connection, you’ll see the article almost immediately, but the slots for adverts will usually remain empty for another second or two. The ads which then appear aren’t generally chosen in advance. Instead, a near instantaneous, automated auction of each slot goes on behind the scenes to determine which ad you will be shown. Your phone or laptop may itself be gathering bids for the auction. Sometimes, an enigmatic pattern or grey rectangle will appear instead of an ad. What goes on during those few seconds is vital to the economics of journalism and is the subject of sharp, subterranean conflict among news publishers, the big online platforms (especially Google), and independent providers of ‘AdTech’, the technology of digital advertising. Sales of print newspapers have been falling for years, and revenues from online subscriptions alone are generally insufficient to support large-scale news reporting. So advertising income matters.

Data protection measures and policies designed to enhance competition are often implicitly at odds. It isn’t so very painful for a big corporation to implement a data protection regime that requires it to get its users’ permission for what it does with their data, because its data transfers will often be entirely internal; such a corporation may even welcome rules that stop it sharing data with other companies.