Twitter's new advertising tool will turn it into a dystopian nightmare

...just like it did to Facebook.

It begins harmlessly enough. You're chatting to a friend, a neighbour perhaps, over the garden fence. The conversation turns to her upcoming wedding. What would she like for a present?

Suddenly a giant box of toasters falls from the sky, landing with a crunch between you. You can no longer see your friend. You start to scramble over the debris, the crushed cat, to find her - is she ok? - but then something small and hard hits you right in the eye. You pick it up: it's a diamond ring. Then another hits you in the back of the head. You're under attack!

You start to run, leaping over fences and through conservatories, but you know you're being chased. Hunted. A guy pops out from behind a tree with a megawatt smile: "Looking to buy some trainers?"

"Get away!" you scream, desperately weaving round him.

"Get away from it all!" a voice from nowhere booms in your ear.

You jump. Where the hell is it coming from? Is it IN YOUR HEAD? You hear it again, ingratiating now, soft, a warm current in the frosty air. 

"A Thompson holiday is only a click away."

And so it begins. Twitter is getting a new API, or “application-programming interface”, a technology which will make it easier for advertisers to reach the right customers. In other words Twitter is getting what Facebook got back in 2010. Advertisers will be able to access information you release in the course of social interaction, and use it to sell you things.

This makes sense for Twitter, for now. It has a great product, (after all, all decisions have hitherto be made with customer experience in mind) and now it wants to make some proper money.

Here's the FT on the financial benefits of the move:

A similar technology launched by Facebook in 2010 helped that social network reach more than $3bn in revenues the following year, with analysts estimating the system currently generates roughly 60 per cent of the company’s revenues.

eMarketer estimates that with the new venture Twitter's revenue will grow 90 per cent this year to $545m, and that  it will earn over than $800m next year in global ad revenue.

But what of the product itself? Twitter spokespeople insist the user experience will be uninterrupted "in the short term" - users may not see that many more ads - but that's not the whole point. The really damaging aspect of the new advertising development, I'd argue, is that it'll allow ad companies to "target" their marketing.

"Because we have a robust listening solution and engagement solution, we can listen to what people are saying [on Twitter about a brand] and engage with them and take any of their tweets and promote them," s Salesforce Marketing Cloud's  Michael Lazerow told ADweek.

But social media sites are a great deal about trust - you are downloading a large amount of subtle personal information (you can't help it, you're socialising) - and it's an uneasy feeling that cynical sharks are circling, trying to make money out of it.

You get too much of this on twitter anyway. Tabloid journalists haunt the edges, looking for someone famous to make a a false step which they can use out of context. Now imagine what would happen if everyone's witterings were that lucrative.

But we don't really have to imagine - we have Facebook. Since its 2010 marketing drive the site has been haemorraging users (it lost more than $50bn after last year's stockmarket crash), and those still on it squirrel away that valuable personal information, using it mostly to arrange social events via private messaging.

So what today's Twitter news really means is that another great social networking site has peaked and is on the way down. Plus ça change.

Looks so innocent. Photograph: Getty Images

Martha Gill writes the weekly Irrational Animals column. You can follow her on Twitter here: @Martha_Gill.

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Expressions of sympathy for terror's victims may seem banal, but it's better than the alternative

Angry calls for "something to be done" play into terrorists' hands.

No sooner had we heard of the dreadful Manchester Arena bombing and before either the identity of the bomber or the number of dead were known, cries of “something must be done” echoed across social media and the airwaves. Katie Hopkins, the Mail Online columnist, called for “a final solution”, a tweet that was rapidly deleted, presumably after she remembered (or somebody explained to her) its connotations. The Telegraph columnist Allison Pearson wanted “a State of Emergency as France has” and “internment of thousands of terror suspects”, apparently unaware that the Nice attack, killing 86, happened after that emergency was declared and that nobody has been interned anyway.

It cannot be said too often that such responses play into terrorists’ hands, particularly if Isis was behind the Manchester bombing. The group’s aim is to convince Muslims in the West that they and their families cannot live in peace with the in-fidel and will be safe only if they join the group in establishing a caliphate. Journalists, striving for effect, often want to go beyond ­banal expressions of sympathy for ­victims. (It’s a mistake I, too, have sometimes made.) But occasionally the banal is the appropriate response.

Pity begins at home

Mark Twain, writing about the “terror” that followed the French Revolution and brought “the horror of swift death”, observed that there was another, older and more widespread, terror that brought “lifelong death from hunger, cold, insult, cruelty and heartbreak”. The first, he wrote, we had been “diligently taught to shiver and mourn over”; the other we had never learned to see “in its vastness or pity as it deserves”.

That is true: more children across the world die each day from hunger or disease than could ever be killed in a terror attack. We should not forget them. Nor should we forget that the numbers killed in terrorist attacks in, for example, Baghdad far outnumber those killed in all European attacks of our times combined. In an age of globalisation, we should be more cosmopolitan in our sympathies but the immediacy of 24-hour news make us less so.

When all is said and done, however, pity, like charity, begins at home. We naturally grieve most over those with whom we share a country and a way of life. Most of us have been to concerts and some readers will have been to one at the Manchester Arena. We or our children could have been present.

Cheers from Highgate Cemetery

What a shame that Theresa May modified the Tory manifesto’s proposals on social care. For a few giddy days, she was proposing the most steeply progressive (or confiscatory, as the Tories would normally say) tax in history. True, it was only for those unfortunate enough to suffer conditions such as dementia, but the principle is what counts. It would have started at zero for those with assets of less than £100,000, 20 per cent for those with £120,000, 50 per cent for those worth £200,000, 99 per cent with those with £10m and so on, ad infinitum. Karl Marx would have been cheering from Highgate Cemetery.

Given that most people’s main asset – the value of their home – did not have to be sold to meet their care costs until death, this was in effect an inheritance tax. It had tantalising implications: to secure their inheritance, children of the rich would have had to care for their parents, possibly sacrificing careers and risking downward mobility, while the children of the poor could have dedicated themselves to seeking upward mobility.

The Tories historically favour, in John Major’s words, wealth cascading down the generations. In recent years they have all but abolished inheritance tax. Now they have unwittingly (or perhaps wittingly, who knows?) conceded that what they previously branded a “death tax” has some legitimacy. Labour, which proposes a National Care Service but optimistically expects “cross-party consensus” on how to finance it, should now offer the clarity about old age that many voters crave. Inheritance tax should be earmarked for the care service, which would be free at the point of use, and it should be levied on all estates worth (say) £100,000 at progressive rates (not rising above even 50 per cent, never mind 99 per cent) that yield sufficient money to fund it adequately.

Paul Dacre’s new darling

Paul Dacre, the Daily Mail editor, is in love again. “At last, a PM not afraid to be honest with you,” proclaimed the paper’s front page on Theresa May’s manifesto. Though the Mail has previously argued that to make old people use housing wealth to fund care is comparable to the slaughter of the first-born, an editorial said that her honesty was exemplified by the social care proposals.

On the morning of the very day that May U-turned, the Mail columnist Dominic Lawson offered a convoluted defence of the failure to cap what people might pay. Next day, with a cap announced, the Mail hailed “a PM who’s listening”.

Dacre was previously in love with Gordon Brown, though not to the extent of recommending a vote for him. What do Brown and May have in common? Patriotism, moral values, awkward social manners, lack of metropolitan glitz and, perhaps above all, no evident sense of humour. Those are the qualities that win Paul Dacre’s heart.

Sobering up

Much excitement in the Wilby household about opinion polls that show Labour reducing the Tories’ enormous lead to, according to YouGov, “only” 9 percentage points. I find myself babbling about ­“Labour’s lead”. “What are you talking about?” my wife asks. When I come to my senses, I realise that my pleasure at the prospect, after seven years of Tory austerity, of limiting the Tories’ majority to 46 – more than Margaret Thatcher got in 1979 – is a measure of my sadly diminished expectations. l

Peter Wilby was editor of the Independent on Sunday from 1995 to 1996 and of the New Statesman from 1998 to 2005. He writes the weekly First Thoughts column for the NS.

This article first appeared in the 25 May 2017 issue of the New Statesman, Why Islamic State targets Britain

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