The Internet, you know, 10 or 15 years ago sort of felt like the wild West. You could go out there and do anything and search for things, and, you know, find out about stuff. Now always in the back of my mind, you know, whether it's email or whatever else, it's like, well, is this going to show up somewhere? Is someone going to keep track of this and, you know, know I was searching for - maybe it's an embarrassing disease, maybe it's a weird hobby?

Every time you click on a like button on another site, you've told Facebook that you're doing that. And so therefore advertisers know who their fan base is.

Wikipedia, a nonprofit, is an enormously popular website but has managed to operate without advertising. And, you know, maybe it's a little simpler than Google and YouTube, but it does show there's another way.

In fact, the big steps forward for advertising, especially after World War I were when government just began employing the tools of advertising for its own purposes to get people to join the army and other things.

Let's say you're someone's phone, and you notice that your owner is drinking coffee at certain times of the day, just very subtly indicating where the local coffee shop is which happens to have paid, you know, whoever makes your phone at the right moment. I think we're in a future where frankly we are possibly facing little tiny bits of manipulation in all of our waking hours, if we don't have that already.

The Holy Grail of advertising has always been advertisement that people want to watch, which occasionally happens. You know, the Super Bowl, people sit there and watch the advertisements. Some print advertising is very beautiful.

You have to think back to the '90s. The computer was this terrible-looking thing that was trying to compete with the television. And it was this idea of email and chat rooms and this kind of stuff that first people - got people there.