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Sell service: Online marketing and the rise of Black Ops advertising


Because your friend sees your name on it, they're more likely to click on it. Certainly more so than if it came from Coca Cola or Nike. So they depend on us to create communities. Facebook is not about community, Facebook is about aggregating eyeballs in the same way networks aggregated eyeballs to get us to watch advertising. Your phone is all about trying to sell you something.

Media scholar Mara Einstein examines the rise of Black Ops advertising - marketing that crosses between editorial content and corporate messaging, turning publishers into advertisers, advertisers into publishers, and social media users into marketers - and outlines a major disruption to the way journalism is produced and shared online.

Mara is author of the new book Black Ops Advertising: Native Ads, Content Marketing and the Covert World of the Digital Sell from OR Books.

Interview transcript via Antidote Zine

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Mara Einstein

Mara Einstein is an author, professor of media studies at Queens College, City University of New York, and an independent marketing consultant.


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