The Dark Side of Big Tech: Is It Time to Rethink Our Choices?

But behind the promise of innovation hides a sobering truth. Advertising platforms do not just host your content. They shape conversations, reward outrage, and profit from polarization. And the ad money fuels this machine.

A Challenge for All of Us

Yes, Meta, Google, TikTok, and others have provided effective digital advertising tools. But they have also created a global infrastructure that, intentionally or not, weakens democratic institutions.

Their algorithms are not neutral. They are optimized for engagement, not truth. And engagement, as we have seen, often favors extreme views, fake news, and emotional manipulation.

Several scandals have revealed data misuse, algorithmic manipulation of content, and how advertisers lose control over the context in which their ads appear. The Cambridge Analytica case marked a turning point in public awareness around data misuse and political manipulation.

More recently, in Romania, the first round of the 2024 presidential election was annulled after evidence of large-scale manipulation and foreign interference surfaced. Investigations revealed coordinated disinformation campaigns, especially through social media platforms like TikTok, designed to sway voters toward nationalist candidates.

The scandal shows how easily elections can be influenced when hidden ad systems are used to spread disinformation, with little insight into how or why people are being targeted.

But it is not only elections we should be worried about. When personal data is leaked, it may have severe consequences for the individual.

For example, a recent investigation by NRK showed how data from dating apps was used to trace a man's identity and home address, even though he had shared no personal details. In countries where being gay is criminalized, such leaks could be life-threatening.

Just today, another troubling case emerged in Norway: an emergency support service for vulnerable children was found to be using tracking tools that shared user data with companies like Meta and Snapchat. (NRK, 2025) The Norwegian Data Protection Authority concluded that the service had violated privacy laws on several counts. When even helplines meant to protect children expose them to such risks, it’s clear that data misuse is not just a theoretical issue, it's a widespread problem that affects the most defenseless among us.

What Happens If We Do Nothing?

We risk more than just brand safety or regulatory fines. We risk losing the media landscape that informs, challenges, and holds power accountable. The traditional press, built on editorial values and ethical standards, is under immense pressure — economic, political, and cultural.

Big Tech has taken a significant share of ad money that used to support important news outlets and redirected it to large tech companies in the US and China.

So, what happens when the journalists disappear? When fact-checkers are outnumbered by bots and conspiracy forums? Democracy begins to fall apart.

Every ad decision becomes a statement. A vote, even. Are we supporting a sustainable media ecosystem or speeding up its collapse?

Consumer Concerns Are Growing

According to the European Commission’s 2025 Consumer Conditions Scoreboard:

• 93% of online shoppers expressed concerns about targeted advertising, including the collection of personal data without consent, excessive advertising, and unavoidable personalization.

• 45% of consumers encountered online scams in the past year, with many experiencing unfair practices such as fake reviews and misleading discounts.

As a result, consumers are increasingly avoiding ads on untrusted platforms, which means lower conversion rates, poorer results, and wasted ad spend.

A Brighter, Smarter Alternative

Let’s pivot from doom to possibility. Because there is a better way.

Kobler is a privacy-friendly advertising platform that does not use any personal data. That means placing your ads in highly relevant content based on what your audience is reading, supporting real journalism instead of chasing clicks.

By scanning over 10.000 articles daily, we match ads with meaningful and trustworthy content, ensuring your brand appears in a safe and relevant environment.

Why Choose Kobler?

✔ Support democracy by choosing editorially responsible media
✔ Protect your brand from toxic content and algorithmic chaos
✔ Reach your audience in the right mindset, at the right moment
✔ Comply with privacy laws and consumer expectations
✔ Track performance with full transparency

When you advertise with Kobler, you do not just reach people — you respect them. You uplift journalism. You help build the kind of society you want to live in.

Time to Rethink How We Advertise

Marketing is never neutral. Every time you invest in a marketing platform, you are sending a signal. And when more of us shift toward responsible, privacy-first, and democracy-boosting advertising, we send a message not just to consumers but to Big Tech itself.

We are not just marketers. We are media investors. We are decision-makers shaping the public conversation.

Let’s build a future where both brands and democracies can thrive.
Reach out today. We would love to help you make smarter, more meaningful ad choices for your brand.

Sources
European Commission – 2025 Consumer Conditions Scoreboard
https://ec.europa.eu/commissio...

Norwegian Data Protection Authority – Fine Against Meta for Behavioral Advertising
https://www.datatilsynet.no/en...

Erik Bugge – LinkedIn Post
https://www.linkedin.com/posts...