In 1979, the NHL passed a rule dictating that all hockey players must wear helmets. The rule was overwhelmingly popular among hockey players, although very few had ever worn helmets voluntarily before it was passed.
Why didn’t hockey players choose to wear helmets, but supported the rule once it was made? No one wanted to be the only one to wear them. Some feared it would make them lose their edge or look weak. One player summed it up ‘It’s foolish not to wear a helmet. But I don’t because the other guys don’t. I know that’s silly, but most of the players feel the same way. If the league made us do it, though, we’d all wear them and nobody would mind.’
In my years at Google, I noticed a similar dynamic at play with online advertising policies. When Google was the only game in town, they had very strict advertising policies in place to protect their users, maintain their reputation and uphold their mantra ‘Don’t be evil’.
Since those early days, Google rescinded their mantra and has slowly drifted towards the excesses of the shady online advertising world. Having seen this descent first hand, I believe a lot of the reason for it has to do with the fact that there was a hoard of new entrants to the industry willing to advertise anything, with any creatives and track the user anywhere with no restrictions. In other words, the industry became more like a hockey league.
Google may have been able to hold off challenges from AdTech upstarts (although header bidding was a sign that they couldn’t manage even this), but new challenges from Facebook and now Amazon have turned Google’s comfortable lead in online advertising into a Battle Royale.
This increased competition has led to a race to the bottom of advertising policies and standards. The attitude at Google became, ‘we don’t want to compromise our principles, but Facebook will do anything, so our hands are tied.’ I wouldn’t be surprised if a similar attitude pervaded ad tech workers across the industry.
In this environment, self regulation is failing and the public are disgusted by the advertising practices of the tech giants.
GDPR was a pain in the ass for me when I was working at Google but I, and most of my colleagues, admit it was a step in the right direction. Governments should recognize the public outcry and make laws that rein in the excesses of the online advertising industry. The changes will be embraced by industry players who don’t want to lose their edge, but who want to play a game in which few people get hurt.
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