How do you refute Determinism?


I’m currently reading PubMatic’s 2015 Programmatic Outlook Report.  It’s good reading for anyone thinking about Mozilla’s place in the future of digital media and our role with respect to advertising.  This paragraph in Matthew Shevach’s essay, “Should Publishers Fear The New Walled Gardens?”, caught my attention:

Consumers are required to use their real identify on Facebook, Google, Apple and Amazon… There is no way to stay anonymous within the deterministic ecosystems that currently exist… Each of the big four providers have integrated their own unique user identification platform into their advertising systems so that they can address ads to each consumer in a deterministic fashion.  No guesswork here.  They know exactly who you are.

Tracing the implications of this, Shevach continues

Publishers would need to set up shop within one of the walled gardens, charge for services, or slowly wither away on the small share of ad dollars they can attract…Do we want a world where only a few big media companies own the entire ecosystem for publishing and advertising?

In other words, on our current trajectory, Shevach is describing a possible world where the Internet allows for no privacy and the Web offers no economic opportunity.  I agree with him on all counts apart from his use of the term “deterministic”.

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