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Like many Americans right of center, the ads I see online feature plenty of vaguely patriotic products. Some of the stuff’s campaign gear. Some of it’s randomly tacti-cool. (Already got a tactical pen? Have you tried our tactical toothbrush yet? Got the toothbrush already, have you? What about a tactical toothpick?) Perhaps because my browsing habits are eclectic, the ads “targeting” me are eclectic, too. According to my ads, I’m a Trump-voting, militantly pro-life charismatic sedevacantist Catholic wiccan secular humanist who’s also militantly pro-choice and pining for the deceased Ruth Bader Ginsberg. I’m deaf, too. Because of earwax. But at least I’m not alone in that: judging by consumer ad complaints, the main symptom of Covid-19 is massive earwax buildup.
People who say they know about these things say that Covid’s virtual earwax buildup is a symptom of declining click-throughs on online ads. The more time we spend online without clicking through on ads, the more “bottom feeder” ads we see. Maybe I am who I am to online marketers because I don’t click through. Therefore I must “want”, in no particular order, Osteen Cubes, <insert name of Biblical woman here> Anointings, conversational Medieval Latin kits, “homeopathic” essential-oil blends consecrated to Jesus or my choice of goddess. Little lapel pins featuring lab flasks bubbling vacuities like “Science is real!” or light-splitting prisms spelling out “I’m gay for science!” in rainbow writing.
Rapid-fire lapel pin advertising directed my way, whether from right or left, never hits its target, since even if I saw a pin I liked, I wouldn’t buy it. If I saw an ad for a lapel pin featuring the smexxxiest anthropomorphized doped garnet laser — adorned with real synthetic garnet chips reading “She blinded me with science!” — well, I’d chuckle. But I wouldn’t click.