Black Ops Advertising by Mara Einstein
Native Ads, Content Marketing and the Covert World of the Digital Sell

No critic rating

Waiting for minimum critic reviews

See 1 Critic Review

Einstein’s book wanders from its main topic into a fuller review of contemporary advertising practice, including pseudo-engagement on social media, mass harvesting of private data and other unappealing practices. Perhaps the most important contribution she makes is providing a clear sense of what free content actually costs.
-NY Times

Synopsis

From Facebook to Talking Points Memo to the New York Times, often what looks like fact-based journalism is not. It’s advertising. Not only are ads indistinguishable from reporting, the Internet we rely on for news, opinions and even impartial sales content is now the ultimate corporate tool. Reader beware: content without a corporate sponsor lurking behind it is rare indeed.

Black Ops Advertising dissects this rapid rise of “sponsored content,” a strategy whereby advertisers have become publishers and publishers create advertising—all under the guise of unbiased information. Covert selling, mostly in the form of native advertising and content marketing, has so blurred the lines between editorial content and marketing message that it is next to impossible to tell real news from paid endorsements. In the 21st century, instead of telling us to buy, buy, BUY, marketers “engage” with us so that we share, share, SHARE—the ultimate subtle sell.

Why should this concern us? Because personal data, personal relationships, and our very identities are being repackaged in pursuit of corporate profits. Because tracking and manipulation of data make “likes” and tweets and followers the currency of importance, rather than scientific achievement or artistic talent or information the electorate needs to fully function in a democracy. And because we are being manipulated to spend time with technology, to interact with “friends,” to always be on, even when it is to our physical and mental detriment.
 

About Mara Einstein

See more books from this Author
Mara Einsteinis an Associate Professor of Media Studies at Queens College as well as a professor at the business school at New York University.  Prior to teaching, she worked as a marketing executive at NBC and MTV Networks as well as at a number of major advertising agencies. 
 
Published September 1, 2016 by OR Books. 252 pages
Genres: Computers & Technology. Non-fiction
Add Critic Review

Critic reviews for Black Ops Advertising
All: 1 | Positive: 0 | Negative: 1

NY Times

Above average
Reviewed by Tim wu on Nov 25 2016

Einstein’s book wanders from its main topic into a fuller review of contemporary advertising practice, including pseudo-engagement on social media, mass harvesting of private data and other unappealing practices. Perhaps the most important contribution she makes is providing a clear sense of what free content actually costs.

Read Full Review of Black Ops Advertising: Native... | See more reviews from NY Times