The Price of Free Google Report.
Proton analyzed over 54,000 demographic profiles using 2025 ad auction data to estimate what advertisers pay to reach different types of Americans. The range is much wider than you might expect.
The average American generates about $1,605 a year in advertising value. A 35- to 44-year-old man in Bozeman, MT, without children, using a desktop and making high-value corporate searches, generates an estimated $17,929.30. An 18- to 24-year-old father in Fort Smith, AR, using an Android phone and making low-value searches, generates $31.05.
That’s a 577x difference between two people using the same free service.
Everybody who thinks this is definitely having sales revenue made off of them. It needs to be restated forever in discussions like this that the metric for success in online advertising is not largely “oh shit, I could go for one of those right now”.
Those are what stick out in our mind because we remember them. I really did see an ad for Roblox as a kid and immediately go start playing. But sooooo much of advertising is subconscious to a point that we couldn’t possibly measure its true effect except by statistics.
Even beyond what we purchase: I’ve been bombarded with sponsorships for Raycons for years. Even with SponsorBlock on YouTube, sometimes they leak through. I will never buy a Raycon product. But I still occasionally talk about them, inadvertently advertising them, simply because they’re a good punching bag. I watched a whole video reviewing what pieces of shit Raycons are. Fuck it: I’m talking about Raycon right now. And that’s still among the worst-case scenarios for the advertiser. So much of advertising isn’t “I want this product now” or even “this product looks desirable”; it’s headspace.
The idea that advertisers’ psychological manipulation just doesn’t work on certain people needs to die and stay dead. If you saw it, it had an effect on you, and any effect is a better effect than nothing. If you realize an advertisement worked on you, the advertisement has failed part of its job.
People think they’re not targets because they don’t do certain things, but not being part of a group also says a lot about you! User blocking ads? This is information about you. User doesn’t buy online? Also information about you. Everything is information and everything together is a valuable consumer profile
Bill Hicks always had the best bit about this.
I’m guilty of exactly this. I buy almost nothing online. But I recently got into weight lifting. I wanted good at home adjustable dumbbells. I have a fully stocked gym that I use four times a week, but when I miss a day, I want to at least do something.
Fast forward to me refusing to pay $1,000 for them. I am the target demographic described in the high income no kids male part and low and behold, a beautiful kind Lemming pointed out I can get the exact pair I had been looking for on Facebook marketplace cheaper (and new) on a website I’d never heard of.
Watching reviews, breakdowns, demos, all were imprinting in my mind that I want this particular set. Am I sucker? Maybe. Did I spend $250 on a product I use often and increases my overall quality of life? Definitely.
What about me? On the rare occasion I see an advertisement, I have no idea what I’m even seeing. I saw a commercial a few days ago when my adblock failed.
A woman running through a public park. A man hidden in bushes, in all black watching her with binoculars. More shots of her running. He slips down into the bushes. Screen goes black, and then plain white text. “He’s watching”.
WHAT THE HELL AM I EVEN SUPPOSED TO BUY???
If you’re a woman, sexy jogging gear. If you’re a man, binoculars and tick repellent. If you’re nonbinary, donate to your local parks department to fund sidewalks and bushes.
It’s just that simple.
The binoculars? Or maybe it was an ad for hot singles in your area?
Ed Bernays pioneered this stuff, to the best of my knowledge.
The Century of Self - documentary by Adam Curtis