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The Metaverse Cannot Be Based On Advertising!

The promises made about what could be on the metaverse, the changes it will bring to our society and the benefits it will be able to generate are enormous. Some experts in the Metaverse see a revolution on the scale of the mobile revolution or a revolution related to the advent and overhaul of the Internet.

But if we want that to happen, if we want those promises to come true, we cannot make the same mistakes we made with the departure of the Council. Web 1.0 to Web 2.0. We cannot – we cannot – allow the same model of the current internet to be used. A model in which advertising is the basis for the operation and monetization of mixed reality experiences that will gradually become common.

Can you imagine a situation like this?

Intolerable! It’s not? How to go crazy.

Worst of all, the explosion of information, which no doubt our ability to focus will be affected (even more). and information processing, is only the tip of the iceberg in a business model that would surpass what has been done so far by the advertising complex funded by the surveillance economicswhich records every click we make, analyzes every video we watch and today has so much information about our tastes and interests that its algorithms can already handle it without us noticing.

Target (Facebook owner) is one of the most betting companies on the planet, to some extent generating losses of more than $2,800 million dollars quarterly in its development. How does Meta plan to nurture that new universe? With advertising.

In the last 12 months, the company has received many patents related to the monitoring and measurement of the vital signs of users of its Metaverse; pupil movement, body position and movement, breathing and, in short, an infinity of biometric information that would complement our digital behavior to create an (even) more detailed “person” to be able to hyperpersonalize the digital universe that surround us (and show us “better” advertising).

Add to that a publication that did TheMarkup.org this week: Facebook is getting information from patients who interact with the websites of clinics and hospitals in the United States, even in the “secure” parts of the portals that require a username and password to access.

Within the information collected – and related to the identity of the users – it can be found from the name of the treating doctors, the type of appointments requested and even the medical reasons, including illnesses, for which they are treated. Words like “Alzheimer’s” or “Pregnancy Termination” and the names of patients’ medications are not only shared between health service providers and Facebook, but are also part of the data points that Facebook then sells to millions of users. using the platform to conduct marketing campaigns and hundreds of data brokers dedicated to creating ultra-detailed profiles of people to sell to private clients and even government agencies.

Before there are 2 lawsuits about it.

Advertising was biased. It went from being a medium through which to reach a customer to become, as Scott Galloway says, a tax paid by the poor and the digitally illiterate to gain access to products and services they otherwise would not otherwise have access to otherwise. Remember. If the product or service is free, you are the product.

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Speaking of this topic, you might be interested in this article I wrote a few months ago: Have you participated in an auction? Because of your data, yes! I think it explains well how the excuse of advertising today is the main reason our privacy is under threat.

And it’s not just how they spy on us. A few days ago I saw this meme, I think it was on Alejandro Marin’s Instagram, which I think perfectly sums up how advertising has taken over entire industries or at least that industry’s revenue through redirecting funds from those who produce the content (artists, journalists, etc) to the coffers of the big advertising brokers. As they grow and grow, the producers of that material receive only scraps of what they produce.

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The promise of the Metaverse is too great, and its possibilities too great, to allow publicity to ruin it and make it worse than what we have today.