The Price of Free Google Report.
Proton analyzed over 54,000 demographic profiles using 2025 ad auction data to estimate what advertisers pay to reach different types of Americans. The range is much wider than you might expect.
The average American generates about $1,605 a year in advertising value. A 35- to 44-year-old man in Bozeman, MT, without children, using a desktop and making high-value corporate searches, generates an estimated $17,929.30. An 18- to 24-year-old father in Fort Smith, AR, using an Android phone and making low-value searches, generates $31.05.
That’s a 577x difference between two people using the same free service.
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What defines advertising value to calculate this?
I dont buy anything online, Amazon or otherwise. And I dont engage with any ads unless by mistake. I suppose there is value in market research itself but nobody is making any sales revenue off somebody like me.
but nobody is making any sales revenue off somebody like me.
Everybody who thinks this is definitely having sales revenue made off of them. It needs to be restated forever in discussions like this that the metric for success in online advertising is not largely “oh shit, I could go for one of those right now”.
Those are what stick out in our mind because we remember them. I really did see an ad for Roblox as a kid and immediately go start playing. But sooooo much of advertising is subconscious to a point that we couldn’t possibly measure its true effect except by statistics.
Even beyond what we purchase: I’ve been bombarded with sponsorships for Raycons for years. Even with SponsorBlock on YouTube, sometimes they leak through. I will never buy a Raycon product. But I still occasionally talk about them, inadvertently advertising them, simply because they’re a good punching bag. I watched a whole video reviewing what pieces of shit Raycons are. Fuck it: I’m talking about Raycon right now. And that’s still among the worst-case scenarios for the advertiser. So much of advertising isn’t “I want this product now” or even “this product looks desirable”; it’s headspace.
The idea that advertisers’ psychological manipulation just doesn’t work on certain people needs to die and stay dead. If you saw it, it had an effect on you, and any effect is a better effect than nothing. If you realize an advertisement worked on you, the advertisement has failed part of its job.
What about me? On the rare occasion I see an advertisement, I have no idea what I’m even seeing. I saw a commercial a few days ago when my adblock failed.
A woman running through a public park. A man hidden in bushes, in all black watching her with binoculars. More shots of her running. He slips down into the bushes. Screen goes black, and then plain white text. “He’s watching”.
WHAT THE HELL AM I EVEN SUPPOSED TO BUY???
WHAT THE HELL AM I EVEN SUPPOSED TO BUY???
If you’re a woman, sexy jogging gear. If you’re a man, binoculars and tick repellent. If you’re nonbinary, donate to your local parks department to fund sidewalks and bushes.
It’s just that simple.
I mean, I agree with a lot of what you’re saying, but the sentence “If you saw it, it had an effect on you, and any effect is a better effect than nothing” is just absolutely wrong. Getting a person to install an ad blocker is bad, getting a person to talk negatively about you is bad, like the whole “no press is bad press” thing is not true. You telling everyone you know that raycons are bad is directly bad for the company.
Scientists finding out that sodas are bad for you didn’t result in more soda sales, it resulted in fewer.
Companies absolutely do not want you talking shit about them, that’s literally why they use NPS to measure how well they’re doing. https://en.wikipedia.org/wiki/Net_promoter_score
“If you realize an advertisement worked on you, the advertisement has failed part of its job.” Is also just wrong, but let’s argue one point at a time.
Finally “Everybody who thinks this is definitely having sales revenue made off of them” is such an all encompassing statement it will never be true. I think that the majority of companies I see advertisements for will never make sales revenue off of me. Why? Well many reasons, but you haven’t really bothered to think of why that could be the case and you’ve just made a wide all encompassing statement so I’m not really sure I want to bother. But I will make one point. People thinking about a product has nothing to do with spending money on that product. I’m sure that you know someone that talks to you about raycons all the time (oh wait, maybe that’s your friends). Do you (they) go out and spend money on raycons? Probably not. Same for talking about new cars, etc.
Sentiment matters, which is what a lot of advertisement is, not headspace.
For a great example of this, look at amazon with their Super Bowl ring advertisement (which I didn’t even see). Do you think that resulted in more sales or less?
I’m guilty of exactly this. I buy almost nothing online. But I recently got into weight lifting. I wanted good at home adjustable dumbbells. I have a fully stocked gym that I use four times a week, but when I miss a day, I want to at least do something.
Fast forward to me refusing to pay $1,000 for them. I am the target demographic described in the high income no kids male part and low and behold, a beautiful kind Lemming pointed out I can get the exact pair I had been looking for on Facebook marketplace cheaper (and new) on a website I’d never heard of.
Watching reviews, breakdowns, demos, all were imprinting in my mind that I want this particular set. Am I sucker? Maybe. Did I spend $250 on a product I use often and increases my overall quality of life? Definitely.
Yeah, you look at products long enough, and you start getting imprinted with what ends up looking like a reasonable price. Is it a good or bad thing? I don’t know. But, like you said, you use it and it’s worth it to you.
Personally, I got a regular set of 1" weights, two 1" dumbbell bars, and clips. And a cable column. That was way back during covid, and it helped get me through being at home a lot. Now I just go to a gym.
Ever since a nephew of Freud introduced concepts of Psychology into the Marketing world back in the mid XX century that advertising has shift mainly to work via psychological effects.
Perfect examples are perfume TV adverts (all about associating a perfume with sex and feeling sexy) and Car TV adverts (generally about associating a car with freedom, success and sometimes power).
So yeah, most of that shit is meant to just reside in your subconscious and subtly prod you towards a certain product or service at the right time, even if only because a certain brand name feels “familiar” or even “trustworthy” when you have to make a choice about a kind of product or service you don’t usually buy.
This sounds like something the advertising world would want you to believe. It’s in their interest to keep the public thinking that advertising works. It’s good for their bottom line if people believe that even if you don’t act on an ad immediately it’s something that eventually nudges you.
Maybe that’s not true. Maybe, in fact, sometimes advertising is a net negative because you’re bombarded so often with an ad that you come to resent the company pushing it. I don’t know what Raycon is, but based on what you’ve said I’m also not interested in ever giving them money. So, the worst case for the advertiser is that not only do their ads reduce sales from people who are reached by those ads, they also reduce sales in anybody those people talk to.
The idea that advertisers’ psychological manipulation just works on people needs to die and stay dead. If you saw it, it had an effect on you, and if that effect is negative then it’s obviously worse than nothing.
How do you search for a restaurant or a barber when you’re in a city you’ve never been before? Or how do you rent a car on an airport in another country? You ask for a telephone book?
No OP, but I have never done any of those things in your example.
Like you don’t research a place before you travel, or you just don’t travel? Do you never research a product before purchasing or do you just work with whatever is available in your local store? If you’re buying a car, is it just whatever is on the side of the road or do you search for expert reviews or reliability data?
Do you never research a product before purchasing or do you just work with whatever is available in your local store? If you’re buying a car, is it just whatever is on the side of the road or do you search for expert reviews or reliability data?
I, for one, actively search out the reviews from entities that go out of their way to not be sponsored by the makers of the products they’re reviewing.
Oh I was just talking about those particular examples.
I’ve just had an epiphany (or maybe a half-baked showerthought) reading this thread.
All marketers are trying to sell people stuff, but if you think about it, what’s the one thing in common that they’re all trying to sell, and that they’re presumably best at?
Their own services.
So who knows if this “advertising value” has any relationship with reality, or if it’s just inflated bullshit marketers make up to sell themselves.
What defines advertising value to calculate this?
It’s literally defined in the very first line of the article
Well let’s see…
- I’ve used Firefox with uBlock Origins pretty much as soon as uBlock Origins came out. I’m now using Librewolf.
- Im using a YouTube extention that automatically skips sponsers and adreads.
- I don’t use Google for my searches. Haven’t for over 10 years.
- I use Spotify on my PC, with the Bash Spot X patch.
- My OS is also Linux, so no built-in ads.
- On my phone I have AdAway installed.
- I patched my YouTube app with ReVanced Manager, giving me block against ads, sponsers, and adreads.
- I don’t use Spotify on my phone, instead opting to download music I bought from artists (typically Bandcam) or get through Soulseek.
- I use Firefox on my phone too, with uBlock Origins. Did that for nearly as long as my PC.
- I also don’t use Google for my searches there.
I’m very curious about what my value to Google is, considering all that.
It’s crazy that we have to go to that much effort just to have a reasonably pleasant online experience.
Basically same,
- Linux and Graphene
- IronFox/Zen Browser with Adnauseam, Sponsorblock, DeArrow and ClearURLs
- Mullvad VPN with AdBlock (off because of Adnauseam).
- GrayJay instead of YouTube.
- SimpMusic + Locally downloaded songs for music.
- Local media server for movies
Only places i have yet to tighten privacy (AFAIK) is email and chats (did make a burner acc on Discord and deleted the old one though). I dont use social media apart from the fediverse. All those accounts are deleted.
Update:
I do use K9 Mail and Thunderbird for email clients and F-droid and Aurora Store as an app store replacement.
I want to set up a Jellyfin local media server. As soon as I get my own apartment I’m going to take a serious crack at hosting my own home server for a lot of my needs.
Im running Jellyfin myself. Still havent ported it to my server tho, just running off a disk in my main PC. Whenever i get more storage on the server or just a proper one (currently just running an old laptop w like 500GB storage) I will try to move all of my socker containers and movies there.
I would want to write some kind of roadmap and define all the cloud based services id need, like NextCloud and other stuff id want available remotely, but that would be done tinkering since id have to configure a VPN for it 😬
Why wait? I moves with you!
Your location data. You help with traffic notifications, harveating of networks in relation to your location. Even if you dont use maps.
What is bash x spot?
I got it reversed, it’s spot x bash. But it’s bash script that modifies the spotify client to remove all ads. Doesn’t give you premium features, only removes ads. The script must also be run every time spotify updates.
I only drive to my work and back, no where else do I actually drive because I’m an introvert
Also, Ironfox and Cromite are awesome too!
Hopefully Ironfox and Librewolf both replace Firefox itself overtime somehow (Since Firefox new leadership has been enshittifying it), maybe Cromite can do same for Chromium too
What do you recommend for searches?
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This feels like a good post to mention AdNauseam! For anyone who wants an adblocker that helps more than just you! It basically blocks ads but also sends a click request to every ad that should have been loaded. The data being sent with this request contains spoofed garbage data that makes the tracking data sets lose value. It also keeps a funny metric on how much the estimated cost for your clicks is :)
it doesnt function with other adblockers though :(
As Pear said, its built on top of uBlock Origin, im pretty sure it has all of these same functionality with element blocking and filters built in.
deleted by creator
I’ve made it as hard as i can to track me. And I will continue to do so. Fuck advertisers.
You use an android because you like it
I use an android to drive advertising revenue down
We are not the same
I use an android because Apple has been insufferable about allowing users to run that they want to run and customize their phone how they want to customize their phone.
Google is now showing signs that they want to do the same.
I will move to a linux tablet, watch and a cellular wifi AP if I have to
I’m already looking into it lol. From this point on, every device I purchase needs to run Linux.
As far as I can tell, we’re getting close. The kernel needs more handheld power-saving techniques, and honestly, we need some more small-format current technology devices supported. Everyone is locking everything down.
I’d even roll my own SBC project, but the power situation is still too damn sketchy
We are getting very close. FEX and any Waydroid improvements ValvE upstreams will also help a ton for apps that depend on them. I’ve also had success with setting up suspend-on-sleep on older laptops battery-wise, so you could always try that in the meantime.
I need to start poisioning my data more and make it stupid expensive to advertise to me.
AdNauseaum.
Link is to a shit pdf on a proton drive. It’s a basic description of the Google auction house. The prices they list are largely driven by the bids advertisers place, but that’s not to say Google doesn’t charge a bigger minimum for different demographic segments, they very much do. As does Facebook etc.
For example, one reason that parents are worth less is because of the products they listed. Diapers cost less than business lawyers, so the margins are much slimmer, so advertisers aren’t going to bid as much for an ad placement.
It does miss one thing that is, in my opinion, one of the more revolting aspects of their auction house. As a bidder your dollar is worth less than a big company’s dollar, even as little as one tenth. You could bid a million dollars on an ad space that Apple only bid $100001 on and you’d lose. That gap is dynamically calculated (at least in part) based on comparative search rankings.
Here’s the text without their ad at the end:
The Price of Free Google
What the Ad Industry Pays to Target Americans
A Proton Mail analysis of 54,216 advertiser-defined profiles across the U.S.
The price of your attention
Every user has a price
Every Google search triggers an invisible, real-time auction where advertisers bid for access to your attention. These bids are calculated in milliseconds based on how likely you are to spend. This is how the system decides what you are worth to advertisers.
Proton analyzed 54,216 advertiser-defined profiles across 251 U.S. cities using real ad-market pricing.
● Highest-value user: $17,929/year
● Lowest-value user: $31/yearThat’s a 577x difference. This disparity is not an anomaly — it is the business model.
“Google doesn’t just build a profile from the information you knowingly provide. If you sign up for services, click ads, or ignore others, that creates signals the system can use to infer much more than you realize. It can start with age or interests, then expand into assumptions about income, family status, political leanings, or religion.
When the system isn’t sure, it tests those assumptions by serving different ads, links, or recommendations and watching how you respond. It doesn’t just tracking who you are. It’s constantly learning, so it can price access to you more precisely.”
— Eamonn Maguire, Director of Engineering, Machine Learning & AIWho the system values most — and least These two profiles illustrate how the same system assigns radically different value.
$17,929/year
● 35–44, male
● Bozeman, MT
● Not a parent
● Desktop, heavy userHigh-intent, high-margin services:
● business lawyer
● home renovation
● golf courses$31/year
● 18–24, male
● Fort Smith, AR
● Parent
● Android, casual userPrice-sensitive, lower-margin searches:
● cheap diapers
● family apartments
● toddler clothesSame system. Same country. 577x difference.
Value is not distributed equally
The gap between the average and the median shows that a small number of high-value users disproportionately influence the system.The top 10% of users generate 43% of total value.
● Average value: $1,605/year
● Median value: $760/yearMost users are worth far less than the system’s top performers.
How your value is calculated
Your value is constantly recalculated
Your value is not fixed. It is continuously recalculated based on signals that predict the likelihood of a commercially valuable action.
These signals include:
● What you search
● When you search
● What device you use
● Who you are inferred to beHigh-intent searches — such as legal services, insurance, or financial products — command significantly higher prices than general browsing or informational queries. Your value can change from one moment to the next depending on what you do. In this system, behavior matters more than time spent
The signals behind the price
Your device changes your value
Device usage has a measurable impact on how users are valued.
● Desktop: $2,894/year
● iPhone: $1,338/year
● Android: $585/yearDesktop users are worth nearly 5x more than Android users — even when everything else is the same.
These differences reflect observed behavior — including conversion rates and commercial intent — not the cost of the device itself. Your device becomes a proxy for purchasing behavior.
Parents are systematically valued less
Parental status affects how users are priced within the system.
Non-parents are worth ~17% more on average.
The gap increases during peak earning years:
● 25–34: +24%
● 35–44: +34.5%Having children reduces your perceived commercial value.
Same age — same location — same device. Different value.
Value peaks in midlife
User value is highest between the ages of 25 and 44.
This period corresponds with:
● Major financial decisions
● High-value purchases
● Career-related servicesAs users age, overall value declines — but does not disappear. For users 65+, approximately 75% of value is concentrated in:
● Health
● Real estate
● Financial planningThe system adapts by narrowing focus rather than reducing targeting.
Gender is not a primary driver of value
Gender has a measurable but limited impact on how users are priced within the ad ecosystem.
Average values across genders are broadly similar — with differences in the single digits.
Differences in value are driven primarily by how advertisers price categories of demand — not by gender alone. Higher-value industries — such as finance, legal services, and B2B technology — tend to influence outcomes more strongly than identity itself.
As a result, gender can affect value indirectly, but it is not a consistent or defining factor.
Where you live affects what you’re worth
Local economies shape how much advertisers are willing to pay for access to users.
Location alone can dramatically change what you’re worth.
Highest-value markets include:
- Edmond, OK
- Bozeman, MT
- Naperville, IL
- Santa Fe, NM
- Durham, NC
Lowest-value markets include:
247. Greensboro, NC
248. Gulfport, MS
249. Fort Smith, AR
250. Lowell, MA
251. West Valley City, UTMore usage means more value
Frequency of use acts as a multiplier on user value.
● Heavy users: $3,611/year
● Average users: $843/year
● Casual users: $362/yearHeavy users generate nearly 10x more value than casual users. More usage doesn’t just increase your value — it multiplies it.
This creates strong incentives to maximize engagement.
I wonder what the value of an ad nauseum user is…
The average American generates about $1,605 a year in advertising value. A 35- to 44-year-old man in Bozeman, MT, without children, using a desktop and making high-value corporate searches, generates an estimated $17,929.30. An 18- to 24-year-old father in Fort Smith, AR, using an Android phone and making low-value searches, generates $31.05.
Just imagine how much people have to buy through ads to justify this amount of ad spending.
By corporate searches, I think they mean searches for work.
I don’t spend much discretionary income on stuff I search, that amount of advertising/SEO would be almost entirely wasted on my personal life. But my work related searches are very different, products and services I use for work projects add up to much more than I make in a year. I mostly use DDG though, fuck Google.
It’s just Americans. Very vulnerable to suggestions and very wealthy at the same time.
Everyone is susceptible to advertising — the principles rely on fundamental human psychology, just the same as propaganda. However, Americans simultaneously are served more ads in their day-to-day than most other places, and also have a captured education system that is designed to create more unthinking consumers.
Americans are also the primary target it’s all adjusted for. Ads are a social mechanism.
Even ads for non-American audiences sometimes copy ads aimed at Americans in various detail which doesn’t make sense there.
Somewhat similar to perception of fashion differing between living in a big city or in a rural area. In a big city everything is happening around you. In a rural area you learn of things happening, might get interested, might not.
OK, I might be simplifying things.
The top 10% of profiles: heavy desktop users — generate 43% of all advertiser value
Helps explain why Microsoft has started injecting ads into the OS so aggressively.
What’s really crazy is that other than the fact all of this data is collected about you and freely sold among all these companies while it’s nearly impossible to see your own information or try to correct inaccuracies. It’s like a social credit score and online systems are very good at following people between devices.
They don’t sell this data. It’s too valuable to Google. They charge companies to display ads to people. They don’t tell companies who is who so they can show them the ads themselves. That’s why you can’t access this data. No one can.
I’m beginning to think Tim Berners-Lee made a mistake inventing the WWW.
Imagine the amount of resources humanity could have if we just ended this garbage.
You can’t generate ad revenue from me if I have ad blockers.
Until you log into gmail and give them a fingerprint to share around. They still track you unfortunately.
Then how do you support our corporate overloads?
They’ll just have to eat the money they already have.
Let them eat cash,
I wonder how much money people have wasted buying my data. I have ad blockers everywhere, I never see a single ad or sponsored message, if their system actually works it should be marked worthless.
I expect my price is through the floor. Living in Ireland with ad blocker enabled and Google set to disable ad tracking and personalized ad delivery. Even when I use their YouTube app and am compelled to see ads, many of them are bottom of the barrel garbage for pay to win games / casinos and outright scams because Google can’t match a more lucrative campaign against me.
It’s funny because I also listen to podcasts on Spotify and the podcasts are so bereft of matching campaigns the ad break starts and stops almost instantly. The only one that doesn’t is Behind the Bastards which repeatedly inflicts 2 minutes of plugs for other Cool Zone Media podcasts that I’m habituated to auto skip through.
Fuck I’m getting rolex ads and nice vacations lately.
From the looks of it I do a lot of “high value” searches and I’m perpetually online due to work. I bet they fucking love me.
