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by edmundsauto 2404 days ago
It's more than a semantic difference. Buying user data means you are purchasing data. That is not what is happening here.

When you purchase data, it can be remixed and resold, can be used outside the original terms of service agreed to between FB/Google and their users. This is difficult to enforce agreed upon protections, and is a troubling issue (e.g. Cambridge Analytica had user data they used in a "clearly wrong" manner -- a problem that AFAIK was from 3 years ago and has since been shut down).

Buying access to the users means an advertiser is purchasing the ability to put a message in front of the user. This data is covered by user agreements, and is much harder for third parties to use in a "clearly wrong" manner. This data must be deleted at the request of the user, and can be (relatively) easily deleted by going to the original source (a key distinction -- it's very hard to delete data that has been sold and resold).

It is important to use the correct description of what is happening. On FB, you're not "buying an audience" so much as "defining an audience to reach". You don't get to hold the user data in a csv; you get to put messages in front of groups of people. You don't possess the data -- you have access to use it through a user interface provided by FB/Google.

I respect that you may feel FB/Google holding these user data is unethical. Other people feel the exchange is perfectly fine. Regardless, using precise language is important to not muddy the waters, especially in such a tendentious debate.
1 comments
brtt 2404 days ago
Who is the hypothetical you in the second to last paragraph? You are assuming one scenario, that of a brand or agency planner, who is creating a media plan with audience builder or w/e the name is these days.

Saying or assuming that no tech companies sell user data is disingenuous. Case in point, doesn't Edmunds have an exclusive data contract to share data with Oracle Data Cloud?

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edmundsauto 2401 days ago
An advertiser, in the 2nd to last paragraph. I'm only assuming the facts in evidence -- that FB and Google aren't selling user data. They sell advertisements, which use user data for targeting via generally broad mechanisms or 1st party data.

Re-reading my comment, I don't think I said anything about companies in general.

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