Data is the new oil.
It requires refinement to become something usable and that has turned unimaginable profits. Fifteen years after this statement was first made, the metaphor seems more fitting than ever.
We've talked about this clichée before, but today we’d like to take it even further: Data, like oil, is dirty.
It has also led to vast amounts of pollution in our digital landscape. Machine learning – what marketers today call Artificial Intelligence – creates and consumes petabytes of data on a daily basis. And what do we – as a society – get out of it? Ads.
We’re at the cusp of a Copernican Revolution – just as solar, wind and hydro electricity were once seen as fringe – polypoly might be considered fringe too. But we have the advantage of emerging in a time when joining and steering the conversation is easier than ever before.
This means – yes – that even we have to enter the foray of those digital polluters because we think it’s important that we start by contributing to a healthier discourse. Think of it as recycling: This was a consumer-oriented movement designed to help the environment before the push for green energy.
Recycling and green energy were both movements that started on the fringe and have arrived at the critical mass needed to be mainstream. We see evidence of this in election results, in consumer behaviour, and in the people we idolize. At polypoly, we can do that too, but instead of cleaning up the planet, we want to clean up the dataconomy (which, by the way, will help the Earth, too).
We thrive on organic conversion and refuse on principle to partake in data-driven paid advertising available on these channels.