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On the internet, advertisers want to know if you’re really a dog
In the last century, a famous cartoon illustrated the central reason behind people-based marketing, ad transparency and anti-fake news.
In 1993, as the commercial internet was being born, one New Yorker cartoon in particular seemed to capture the essence of this new medium.
It showed a dog sitting at a desktop computer, speaking to another dog sitting on the floor. The caption: “On the internet, nobody knows you’re a dog.”
It defined a key uniqueness for this new thing, the internet. You could be your true self. Or you could get away from your true self. You were defined by your actions.
Now, nearly a quarter of a century later, three of the biggest drivers of change in marketing, advertising and content have one thing in common.
Essentially, they are looking to rewrite that cartoon.