Is Big Tech Losing Sight of its Users?

From Intent back to Attention? Is Big Tech losing sight of its users?

The original promise of major search platforms, social networks, and e-commerce giants was to align with genuine user interests. People decided for themselves what to read, search, consume, who to follow, what to click, like, and recommend. This user-centricity was the foundation of their rapid growth. Advertising – not part of the original plan – was integrated later, with the goal of meeting real needs at the right moment, without disrupting.

More and more platforms are swinging back towards the Attention Economy. Algorithms compete for maximum dwell time – often at the expense of the user experience. Don't we see it daily in our feeds? Externally driven content dominates – from those who either manipulate algorithms most effectively or pay the most for visibility. Questionable product recommendations and distorted search results? Already the norm. In my view, this is a step backwards away from the focus on users – and away from the Intent Economy.

The current YouGov Welect Study shows where this leads:

• Relevance crisis: 54% of Germans frequently perceive online advertising as irrelevant, intrusive, or invasive.
• Tracking rejection: More than one in two (54%) reject personalised advertising based on tracking – including within Walled Gardens, where targeting and frequency capping similarly fail to deliver the desired performance as in the open web.
• Disruption factor: 44% say advertising significantly impairs their search experience.

Forced attention generates little impact – but frequently generates rejection.

The way out? Back to intent.

In advertising: through self-determination – via Choice-Driven Advertising.

The study results show that acceptance is no coincidence – it is the result of self-determination:

• Higher acceptance: 51% are more likely to accept advertising when they can actively consent to its delivery.
• More attention: 41% watch an ad with greater interest when they are able to choose it themselves.
• Brand trust: 42% trust a brand more when they have chosen the ad themselves.

Isn't forcing attention already an outdated model?

Isn't it far more effective to earn attention – rather than forcing it in an overcrowded system?