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FSG Originals

Subprime Attention Crisis (FSG Originals x Logic)

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Description

From FSGO x Logic: a revealing examination of digital advertising and the internet's precarious foundation 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. FSG Originals × Logic dissects the way technology functions in everyday lives. The titans of Silicon Valley, for all their utopian imaginings, never really had our best interests at heart: recent threats to democracy, truth, privacy, and safety, as a result of tech’s reckless pursuit of progress, have shown as much. We present an alternate story, one that delights in capturing technology in all its contradictions and innovation, across borders and socioeconomic divisions, from history through the future, beyond platitudes and PR hype, and past doom and gloom. Our collaboration features four brief but provocative forays into the tech industry’s many worlds, and aspires to incite fresh conversations about technology focused on nuanced and accessible explorations of the emerging tools that reorganize and redefine life today. Read more

Publisher ‏ : ‎ FSG (October 13, 2020)


Language ‏ : ‎ English


Paperback ‏ : ‎ 176 pages


ISBN-10 ‏ : ‎ 0374538654


ISBN-13 ‏ : ‎ 51


Item Weight ‏ : ‎ 2.31 pounds


Dimensions ‏ : ‎ 5 x 0.45 x 7.5 inches


Best Sellers Rank: #556,727 in Books (See Top 100 in Books) #665 in Advertising (Books) #670 in Web Marketing (Books) #961 in E-commerce Professional (Books)


#665 in Advertising (Books):


#670 in Web Marketing (Books):


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Top Amazon Reviews

    • most insightful look into the underpinnings of the internet
I heard about this book while listening to a podcast about disinformation on podcasts. For a complex and dry subject it is very well written with depth and detail but with a still understandable style. Anyone who expects to be interacting with the internet in the future, particularly if your business depends on this, should read this book. ... show more
Reviewed in the United States on April 5, 2022 by Sidney Elliott
    • Interesting take on internet advertising
Basically, it is worse than you think. Advertising has a role to play but it is out of control in numerous ways. If nothing else, there needs to be some sort of regulation on how intrusive and annoying it is. Maybe a rule that only a reasonable portion of screen real estate can be taken up by ads and those ads have to be static. The current paradigm is slowly destroying itself, similar to how cable TV did with one third or more of the screen time being taken over by ads. Eventually you alienate your audience and people just give up. ... show more
Reviewed in the United States on July 23, 2021 by DaleO
    • This slim volume would probably have been better as a journal article
This book describes what the author sees as the impending crisis in online advertising, which is caused by people reacting less to online ads. This thesis is quite straightforward, so devoting an entire book to it (albeit a short one) is a bit of a waste of time. Other than that, if you're interested in how online advertising works, the book contains a short introduction, as well as a historical overview. ... show more
Reviewed in the United States on December 20, 2020 by Data Scientist
    • A fantastic, unsettling story of the ads we see every day
Hwang lays out an incredibly compelling case for a potential reckoning in the financial underpinning of the internet. Any professional who touches programmatic internet advertising should read, as should those interested in learning from the complex fintech bets that prompted the 2008 financial crisis. A well-articulated, explained, and approachable appreciation for, and warning about, the economics of attention. ... show more
Reviewed in the United States on December 14, 2020 by Andrew Cohen
    • I saw a great online advertisement for this book
I saw a great online advertisement for this book, so I just had to buy it. Seriously though, should be mandatory reading for anyone in tech or advertising.
Reviewed in the United States on December 15, 2020 by Zip
    • Interesting take on where the internet advertising market is headed
I would like to thank NetGalley and the author Tim Hwang for giving me the opportunity to read and review this book. The book goes over the fascinating relationship between financial markets and the advertising marketplace. Specifically the relationship between the finance industry and the evolution of the modern programmatic advertising ecosystem. The author believes that the financial foundations of the web are perhaps shakier than we imagine, maybe even leading to a so-called “subprime” crisis such as the one that hit the global economy in 2008. He questions whether the web as we know it will endure. As digital advertising grows and disrupts traditional advertising channels, the latter wither and shrink, thus reducing advertising alternatives and further driving dollars into digital. In the Advertising marketplace, marketing agencies and the marketplace itself have systematic incentives to oversell the value and price of advertising inventory regardless of issues like fraud, declining attention, and ad blocking. The author proposes that rather than fearing a collapse of the global digital advertising markets we should used it as an opportunity to use alternative business models and for the internet itself to take a different shape as well. At the same it's suggested that it will be all around better and less painful to proactively create a controlled implosion than to just let things fall apart on their own. The triggering of the controlled disruption of the programmatic advertising market will depend on a crisis of confidence in it. This in turn can be driven by reducing confidence in the measurability and effectiveness of the market. Another element deemed necessary by the writer would be the implementation of mandatory disclosure laws in the market. Overall, the book presents an interesting premise. As the author himself admits, at the time off publication Oct 2020, everything looks pretty great in the programmatic advertising markets and for its participants. It will be interesting to see what happens in the next few years to the author's predictions. The book is relatively short and clearly written. The reader just has to decide whether or not to buy into the ideas presented. ... show more
Reviewed in the United States on December 21, 2020 by Leonardo Zevallos
    • While I haven't Read the Book, I am here to be part of history
The current model that is out there for ads/attention does appear to be bursting. The foresight this author had to recognize this is nothing short of a visionary. Sadly this will be far worse than the housing crisis for many, because when a model blows up...it means you structurally have to do something else. The younger generation who lived on making money off of ads will be in for a rude awakening. Will be fun to watch as long as you are not in the industry. Ask ourselves. Do we need more ads? or do we need more quality products? ... show more
Reviewed in the United States on August 1, 2022 by Big Owl

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