{"product_id":"9780374538651","title":"Subprime Attention Crisis : Advertising and the Time Bomb at the Heart of the Internet","description":"\u003cstrong\u003eSubprime Attention Crisis\u003c\/strong\u003e\u003cbr\u003e\u003cb\u003eAuthor(s): Tim Hwang\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003e\u003cp\u003e\u003cb\u003eFrom FSGO x \u003ci\u003eLogic\u003c\/i\u003e: a revealing examination of digital advertising and the internet's precarious foundation\u003cbr\u003e\u003cbr\u003e\u003c\/b\u003eIn \u003ci\u003eSubprime Attention Crisis\u003c\/i\u003e, Tim Hwang investigates the way big tech financializes attention. In the process, he shows us how digital advertising—the beating heart of the internet—is at risk of collapsing, and that its potential demise bears an uncanny resemblance to the housing crisis of 2008. \u003cbr\u003e\u003cbr\u003eFrom the unreliability of advertising numbers and the unregulated automation of advertising bidding wars, to the simple fact that online ads mostly fail to work, Hwang demonstrates that while consumers’ attention has never been more prized, the true value of that attention itself—much like subprime mortgages—is wildly misrepresented. And if online advertising goes belly-up, the internet—and its free services—will suddenly be accessible only to those who can afford it. \u003cbr\u003e\u003cbr\u003eDeeply researched, convincing, and alarming, \u003ci\u003eSubprime Attention Crisis\u003c\/i\u003e will change the way you look at the internet, and its precarious future.\u003cbr\u003e\u003cbr\u003eFSG Originals × \u003ci\u003eLogic \u003c\/i\u003edissects the way technology functions in everyday lives. The titans of Silicon Valley, for all their utopian imaginings, never really had our best interests at heart: recent threats to democracy, truth, privacy, and safety, as a result of tech’s reckless pursuit of progress, have shown as much. We present an alternate story, one that delights in capturing technology in all its contradictions and innovation, across borders and socioeconomic divisions, from history through the future, beyond platitudes and PR hype, and past doom and gloom. Our collaboration features four brief but provocative forays into the tech industry’s many worlds, and aspires to incite fresh conversations about technology focused on nuanced and accessible explorations of the emerging tools that reorganize and redefine life today.\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003eReview(s):\u003cbr\u003e\u003cp\u003e\"[A] bracing debut . . . Using apt analogies and accessible terminology, Hwang makes a persuasive case that the internet bubble is bound to burst. This wake-up call rings loud and clear.\" --\u003cb\u003e\u003ci\u003ePublishers Weekly\u003c\/i\u003e\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003e\"A deep dive into the marketplace that is the internet . . . Thoughtful citizens of the digital world will want to have a look at Hwang’s intriguing exploration.\" --\u003cb\u003e\u003ci\u003eKirkus\u003c\/i\u003e\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003e\"In this\u003cb\u003e well-grounded, heretical attack\u003c\/b\u003e on the fictions that uphold the online advertising ecosystem, \u003ci\u003eSubprime Attention Crisis \u003c\/i\u003e\u003cb\u003edestroys the illusion \u003c\/b\u003ethat programmatic ads are effective and financially sound. One can only hope that \u003cb\u003ethis book will be used to pop the bubble that benefits so few\u003c\/b\u003e.\" --\u003cb\u003edanah boyd, author of \u003ci\u003eIt's Complicated: The Social Lives of Networked Teens, \u003c\/i\u003efounder of Data \u0026amp; Society, and Principal Researcher at Microsoft Research \u003c\/b\u003e\u003cbr\u003e\u003cbr\u003e\"Digital promised us a new era of ad targeting and accountability, but today's marketer is wrestling with programmatic's murky measurement standards, costly information arbitrage, and outright click fraud. \u003ci\u003eS\u003cb\u003eubprime Attention Crisis\u003c\/b\u003e\u003c\/i\u003e\u003cb\u003e examines the commoditization of attention, and draws an important analogy\u003c\/b\u003e with the opacity and exuberance in real estate that ushered in the 2008-9 financial crisis. Most importantly, \u003cb\u003eTim Hwang reminds us that a precipitous crash of the digital advertising model would extend far beyond an industry bubble burst\u003c\/b\u003e to fundamentally threaten the business model of the web we all rely on.\" --\u003cb\u003ePerry Hewitt, renowned marketing and digital strategy consultant, and advisor to Harvard Business School's Digital Initiative\u003c\/b\u003e\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cbr\u003e\u003cbr\u003eISBN:  9780374538651\u003cbr\u003e\u003cbr\u003e ","brand":"FSG Originals","offers":[{"title":"Paperback \/ softback","offer_id":40735668863182,"sku":"9780374538651","price":15.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0600\/7029\/7806\/products\/getimage_b1fb8c9b-bbb0-4c25-b0f9-323589121741.jpg?v=1641272412","url":"https:\/\/pickwickbookshop.com\/products\/9780374538651","provider":"Pickwick Bookshop","version":"1.0","type":"link"}