We Are from a Big Outfit. We Are Here to Help You. No, Really.

September 7, 2023

Vea4_thumb_thumb_thumb_thumb_thumb_tNote: This essay is the work of a real and still-alive dinobaby. No smart software involved, just a dumb humanoid.

“Greetings, creators,” says the sincere (if smarmy voice of the Google things). “We are here to help you.”

Better listen up. The punishment may range from becoming hard to find (what’s new?) or loss of revenue.

9 7 student at door

The cheerful young and well paid professional, smiles at the creator and says, “Good morning, I am from a certain alleged monopoly. I am definitely here to help you.” Thanks, MidJourney. The gradient descent is allowing your coefficient of friction to be reduced.

I read “YouTube Advertising Formats.” I love the lack of a date on the write up. Metadata are often helpful. I like document version numbers too. As a dinobaby, I like the name of a person who allegedly wrote the article; for example, Mr. Nadella signs his blog posts about the future of the universe.

The write up makes one big point in my opinion: Creators lose control over ads shown before, during, and after their content is pushed to a user of YouTube and whatever other media the new, improved “smart” Google will offer its “users.”

Here’s how the Google makes sure a creator spots the important “fewer controls” message:


I love those little triangles and the white exclamation points. Very cool.

Why is this change taking place at this time? Here are my thoughts:

  1. Users of YouTube are not signing up for ad-free YouTube. The change makes it possible for Google to hose more “relevant” ads into the creators’ content.
  2. Users of YouTube are clicking the “skip” button far too frequently. What’s the fix? You cannot skip so much, pal.
  3. Google is indeed concerned about ad revenue flow. Despite the happy talk about Google’s revenue, the push to smart software has sparked an appetite for computation. The simple rule is: More compute means more costs.

Is there a fix? Sure, but those adjustments require cash to fund an administrative infrastructure and time to figure out how to leverage options like TikTok and the Zuckbook. Who has time and money? Perhaps a small percentage of creators?

Net net: In an unregulated environment and with powerless “creators,” the Google is here to help itself and maybe some others not so much.

Stephen E Arnold, September 7, 2023


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