As click-through rates skyrocketed, advertising quickly became as important as search.
Here was the origin of surveillance capitalism in an unprecedented and lucrative brew: behavioural surplus, data science, material infrastructure, computational power, algorithmic systems, and automated platforms.
The surplus data became the basis for new predictions markets called targeted advertising. And this surplus would then be analysed for hidden meanings that could predict click-through behaviour. The company developed new methods of secret surplus capture that could uncover data that users intentionally opted to keep private, as well as to infer extensive personal information that users did not or would not provide. “Surveillance capitalism was invented around 2001… … Google’s leaders… … decided to boost ad revenue by using their exclusive access to user data logs to generate predictions of user click-through rates, taken as a signal of an ad’s relevance.
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