How is social media and digital advertising different from just television advertising or billboard advertising or anything else?
The difference is the constant feedback loop. So when you watch the television the television isn't watching you when you see the billboard the billboard isn't seeing you - and vast numbers of people see the same thing on television and see the same billboard. When you use these new designs, social media, search, YouTube - when you see these things you're being observed constantly and algorithms are taking that information and changing what you see next and they're searching and searching and searching and they're just blind robots there's no evil genius here until they find those patterns. Those little tricks that get you and make you change your behavior.