Trouble in the Ministry of Truth

Big Brother poster Apple has touched off a pretty major row in the halls of marketing. Apparently, the next version of its Safari browser will restrict the creation and retention of “cookies,” which are little computer codes that allow big businesses to collect increasingly rich data, without acknowledgement or permission, on internet users. Why Apple is expressing this glint of conscience is an interesting question. Far more interesting and important, though, is what the now-brewing fight confirms about the nature of big business marketing.

Corporate marketing is scientific management of off-the-job behavior. Advertising, a subordinate phase in that endeavor, is lying for money.

If you doubt that, take a look at the big advertising trade groups’ “Open Letter” to Apple. Here’s the operative paragraph:

Apple’s unilateral and heavy-handed approach is bad for consumer choice and bad for the ad-supported online content and services consumers love. Blocking cookies in this manner will drive a wedge between brands and their customers, and it will make advertising more generic and less timely and useful. Put simply, machine-driven cookie choices do not represent user choice; they represent browser-manufacturer choice. As organizations devoted to innovation and growth in the consumer economy, we will actively oppose any actions like this by companies that harm consumers by distorting the digital advertising ecosystem and undermining its operations.

Let’s translate this passage from marketing-speak into truth, shall we?:

Apple’s unilateral and heavy-handed independent approach is bad for reflective of consumer* choice and bad for the ad-supported online content and services consumers love tolerate. Blocking cookies in this manner will drive a wedge between brands and their customers, and it will make advertising more generic and less timely and useful it harder for corporations to harvest the data they need to keep manipulating people’s “free time” experiences. Put simply, Apple’s proposed machine-driven cookie choices do not represent user choice marketers’ existing dictates; they represent browser-manufacturer choice internet users’ clear, strongly-held preferences and best interests. As organizations devoted to innovation and growth in the consumer economy micro-managing off-the-job behavior on behalf of the corporate overclass, we will actively oppose any actions like this by companies that harm consumers corporate investors by distorting the digital advertising ecosystem and undermining its operations.

*Advertisers’ Thought Bubble: Ain’t it a great scam that we still get away with calling people “consumers”?

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