In 2019, the average household income — which considers families and single individuals — was $68,703. That doesn’t acco

Leaving money on the table makes you look like an amateur. You need all the deal terms you can muster so you can make concessions, later. The trick is to concede on things that are at the bottom of your list to get the things you want at the top.

I should add that I did a lot of analysis on my value. So I had some sense of the numbers based on market research and colleagues; professionals at similar-sized companies.

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doesn’t impact you at an existential level, you haven’t spent sleepless nights trying to fathom its implications. Nevertheless, isn’t being alone a more attractive proposition than being one of many — just another pebble on one of the many shores of this vast cosmic ocean?

From the perspective of an internet user who is desperately trying to ignore, avoid, or block this constant deluge of ads — ads that have to get more and more intrusive in order to force us to pay attention to them — the power of the online advertising industry might appear unstoppable. Yet the digital ad market is a lot more vulnerable than it seems.

They bombard you when you try to read the news. They pop up between your friends’ Facebook updates. They’re disguised to look like regular results on Google. And one, maybe two play before every video you watch on YouTube — with more peppered throughout.

“You can almost take any piece of the web, from the smallest thing to the biggest thing, and basically say, ‘What does the role of advertising play in shaping this?’ It’s sort of a gravitational force,” says Tim Hwang, author of Subprime Attention Crisis: Advertising and the Time Bomb at the Heart of the Internet. “It acts on everything you see online.”

There’s a common narrative that the algorithmic targeting abilities of platforms like Facebook and Google are changing how people think, but a closer look reveals these claims to be dubious. In his book How to Destroy Surveillance Capitalism, which was published here on OneZero in September, author and digital rights advocate Cory Doctorow argues that new technologies have “greatly boosted the efficacy of Big Tech’s sales pitch as marketers have exploited potential customers’ lack of technical sophistication to get away with breathtaking acts of overpromising and under delivering.” As Hwang puts it, “The whole edifice of online advertising, in short, is bunk.”

Advertising’s influence goes beyond the design of the platforms and also affects the content that gets created. When I spoke to Hwang, he pointed to the listicle as emblematic of content crafted for the ad model. “You need a form of media to keep people on the page and maximize time on site,” he says. “One way of doing that is to string an enormous number of images together that they literally have to scroll down to.” Hwang also believes content made to maximize ad revenue has affected broader problems like polarization. Yet this economic power can also mask fundamental problems within ad markets.

The platforms that comprise the bulk of the internet as experienced by the average user — Facebook, Google, Twitter, Instagram — have been built from the ground up to profile you for advertising purposes. To target their ads, the companies need details about you and what you are likely to be thinking about as you use the internet, so they created ways to quantify your attention. “The creation of a ‘like’ button is driven by the financial motivation of making attention legible online,” Hwang says.

Since the beginning, Facebook has had a “real name” policy that required users to create their accounts using their actual names. The company said the policy was intended to make it harder for people to anonymously harass others. But if you know who everyone is, it’s also much easier to target them with ads. Forcing people to register for accounts with verified information helps the company connect the data it collects over a long period of time with that user, and when people add friends, input their interests, and indicate where they live and work, these things all help serve the platform’s targeting capabilities.

Advertising has played an integral role in shaping the internet as we experience it today, as it provided an easy and obvious way for services and websites to generate revenue. Web developers, website editors, and online business owners simply had to pop a few ad boxes onto their sites, and they were making money. But behind those ads is a vast infrastructure designed to track, target, and serve them, all paired with increasingly complex markets whose lack of transparency makes them ripe for speculation. A growing number of experts and analysts believe that these inherent flaws are creating a financial bubble that, when it bursts, could fundamentally reshape the internet as we know it.

If you have no downside protection, you won’t fight for your team or push back on a colleague. You will say yes to customers for no other reason other than you want to keep your job.

I assumed there was no way I would get this. I got it, and for an entire year. I recognize now that there is no way I can work at a level of excellence for a high-pressure job if I am concerned about money. I always, always, always make certain of downside protection.

I put my head in my palms again and contemplated whether I asked for too much? I was negotiating this new life-changing deal and felt like haggling over dollars and cents made no sense.

I should add that I did a lot of analysis on my value. So I had some sense of the numbers based on market research and colleagues; professionals at similar-sized companies.