A failed method of decision support is Internet searches. The Internet is completely algorithm-based now. And the balance of transparency vs. being targeted has shifted heavily in the favor of advertisers. Where on the Internet can decision-makers find trust and authenticity? There must be providers of trusted, skillfully curated and delivered information. TrustedPeer is one of those sites.
My thoughts were ignited by David Segal’s May 4th New York Times Sunday Business article “The Great Unwatched." As Mr. Segal points out in the article, "57 percent of two billion ads surveyed over two months were deemed to be unviewable," yet companies still paid for the ads.
Unfortunately, I think of dubious parallels:
- Remember Collateralized Debt Obligations and other structured asset-backed securities?
- Remember in Casablanca when Claude Rains declares that he’s shocked that gambling is going on as he palms a payoff on the side?
- Are we aware, while we “research,” the Internet can be gamed in so many areas? Think of Wikipedia content or LinkedIn endorsements or, per Mr. Segal, video ad placement.
The fact is that we should all be skeptical of the Internet as a decision support tool. However, any problem presents an opportunity. There is a parallel trend where authenticity, quality and objectivity are being are being held in higher esteem.
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