Until privacy advocates raised a ruckus, Google engineers had big plans for mining a user's email trove to offer them precisely targeted advertisements ...On the one hand, personalized advertising could open the door to a new forms of invasive annoyances. I am reminded of the scene in Minority Report where sales avatars on screens call out to you by name as you walk past. Or the disturbing vision of the future in the Golden Age series where flying banner advertisements swarm through the air, something so obnoxious that everyone uses cybernetic implants that alter their perception of the world and filter out the ads.
A real life equivalent to Google's personalized advertising dream would be a store where an anonymous greeter already knew not only your name but everything about you including the contents of your most intimate communications, and attempted to direct you to things they thought you might buy.
This is not only extremely off-putting and an abuse of trust to many, it's also potentially disruptive to the decisions a person might normally take.
On the other hand, personalization may offer the key to relevance. We are all bombarded by advertising in our daily lives. Junk mail, ads in magazines, it is all ineffective mass market noise pummeling us with things we don't want. But, companies with a helpful product need some way for interested people to find out about it. What I would like is a way for the ads to be limited to only interested people. Don't waste my time, tell me about something that actually might interest me. I'd like the advertising to be useful.
I think that being obnoxious always fails in the long run. Spam e-mail is now filtered. Pop up ads are blocked. Obnoxious personalized advertising would be no different. People hate obnoxious.
But being relevant and useful always pays off. Personalization can help people find and discover relevant information they wouldn't have found on their own. Personalized advertising can be useful. And people like useful.