B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • WPP
  • State of Origin
  • NRL
  • B&T Women in Media
  • Thinkerbell
  • imaa
  • Pinterest
  • Agency Scorecards
  • Anthony Albanese
  • AFL
  • The Growth Distillery
  • AI
  • Spotlight on Sponsors
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: You Are The Product
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Marketing > You Are The Product
MarketingMedia

You Are The Product

Staff Writers
Published on: 30th June 2014 at 11:59 AM
Staff Writers
Share
4 Min Read
SHARE

“If you are using a service and you are not paying for it – you are the product.” This is the reality of the internet today and it is one many forget.

Each and every single internet-using person is being stalked, tracked and profiled by hundreds of businesses, according to Hardhat Digital’s user experience (UX) lead Brendan Kearns.

Facebook can now access your phone’s microphone to eavesdrop on what you are listening/watching while you post an update. Given such Big Brotherish updates it is no surprise that “we have gone a little bit antsy about this whole privacy thing”.

“If we were lucky to live over 100 years ago in the upper classes of society we would have had no problem with helpers watching us eat, sleep and shit. In fact we probably would have demanded it,” Kearns said at Hardhat’s Real Big Things event in Melbourne late last week.

“Somehow, in that relatively short period of time between then and now we have got so uptight about our perceived privacy that I wouldn’t even be able to tell if my wife had paid for our health insurance.”

When it comes to the internet and privacy, Kearns said it is important to remember that we are at the wrong starting point.

“We think that the internet is free, we think we can go about searching, clicking, buying products, using products, having conversations and watching videos for no cost other then the time we spend doing it.

“But here is the reality, if you are using a service and you are not paying for it – you are the product. And if you are the product you are being sold to an advertiser who is the real customer.”

Because consumers expect the internet to be always free and “increasingly awesome” conversations around advertising targeting need to be a priority.

“I’m pretty happy as a 28 year old guy to never see another ad about tampons, baby clothing or retirement homes. And I’m pretty sure if you manage those budgets you wouldn’t want me seeing them,” Kearns said.

“The unfortunate reality is that in 2014 we are still spending way too much time…creating horrible experiences and making people jump through invasive forms and giving up more than they are getting back.”

The more information a user gives up the better and more personalised their experience should be.

Kearns said brands often have the data necessary to start delivering better experiences. There are two simple questions brands need to ask themselves to get back on track:

  1. What data do I have that I’m not using properly?
  2. What did my users expect to get in return when they gave me this information?

“If we are going to stalk, track and profile people we may as well build something awesome with it [the information].”

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Mad Week. Battle of the Bands, Marketing Briefs
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

The Pistol team photo.
Agency Scorecard: The Pistol
17/07/2025
Agency Scorecard: Mediahub
17/07/2025
Guzman y Gomez’s Steven Marks: Marketing Is Revenue
17/07/2025
Telstra’s Anna Jackson: Creativity Is Fragile In Nature
17/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?