Controlling what you see?

So I found this video and thought that there's a problem that's growing and growing online. Two major companies, 'Google & FB' are now controlling how you surf the web to display what 'they think' you should see.

How does this affect us marketers? Well simply put, we're waisting money. You're spending money on advertising for example, to advertise to people that might not even see your ad or who you're targeting. In other words, you might be targeting a latest news story, and your search terms are based on the country it's related to and what not, but if they control what the end-user is seeing, then your ad could be getting shown to the wrong audience entirely.

As the example shown in the video below, someone that searches for egypt had results about the major events that day. The protests etc... (you could be targeting that event through ads). Then another searches the same thing but based on what their history of search terms are, they could get shown a list of different results. Therefore, your ad is targeting a certain keyword which could potentially be getting displayed to the wrong audience. This becomes a problem when you're paying per the cost of views. You can be spending thousands on 'un-targeted traffic' even though your keywords show them as targeted?


I saw this and thought I need to let you know that this could be happening to you without you even knowing...

Is this an Advantage or Disadvantage to you?

Let me know what you think.