Ad sales steer you along the 'Information Superhighway'

There's an excellent TED talk you should see. Eli Pariser speaks to how the Internet is funneling information to us in a way that's putting us into comfortable little personalized worlds where we're fed only the information that the algorithms presuppose we want to know.

It's the "Information Superhighway" version of marrying your first cousins.

One thing the talk doesn't say is that virtually every editorial or informational decision on the Internet is being made by an adman, or adwoman—although technically it's a digital or software version of an advertising salesman.

My background is in print journalism and I've worked in the newspaper industry. There is a fence between the editorial side and advertising side of a newspaper...or at least there used to be. Ad salespeople are not allowed to meddle in the work being done on the editorial side of the newspaper.

On the Internet, just about every page you see is in someway connected to putting an ad in front of your face with the hopes that you'll click on a link or a banner and ultimately buy something. Editorial content is being digitally micro-managed to ultimately collect advertising revenue.

What makes this scary is that the news and information you are being fed on Google searches and even in your Facebook news feed is being edited and tailored in a way that attempts—very successfully I might add—to predict the kinds of things you want to see.

If you love cute cat pictures or news about professional sports, you are going to be presented with web pages and search results tailored to those interests. You'll never be treated to the absolutely hilarious dog pictures or the important ballet news.

In his TED talk, Pariser discusses how he noticed that Facebook had stopped sending him updates about his politically conservative friends. Admittedly, Pariser engaged his conservative friends less on Facebook than his liberal friends. Because the software running the news feed at Facebook is only concerned about commanding as much of your eyeball time as possible, it edits out information from the people you engage less often—without regard to the importance of what those individuals might be saying.

Ultimately, the decision is made solely to maximize profit from advertising sales.

Here's the paradox: The "Information Superhighway" is pushing us onto off ramps that lead to little side streets where we're surrounded only by the friends, family and information that make us feel comfortable.

When I was growing up we received both a morning and evening newspaper. The morning paper was the San Francisco Chronicle which covered larger regional, national and world news. The evening paper, The Redwood City Tribune, covered our hometown news.

Each day editors at these papers—men and women whose lives were devoted to gathering and reporting the news—made decisions about what they regarded as the most important stories. As space allowed, these stories were organized into newspapers that ended up on my front step. I made the final editorial decision on which stories I read and which stories I ignored. You can't get any more "personalized" than that, can you?

And, I was able to make those decisions absent of any advertising influence, except for the fact that had there been no ads, there wouldn't have been any newspaper to begin with.

It's starting to look to me like the old system was far superior for me and for society.

We are seeing dangerous political polarization all around the world. I can't help but think that as Internet news and information has become increasingly "personalized" it has made this problem worse, and all in the pursuit of the almighty dollar.