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/year

That’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 & AI

Who 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 user

High-intent, high-margin services:
● business lawyer
● home renovation
● golf courses

$31/year
● 18–24, male
● Fort Smith, AR
● Parent
● Android, casual user

Price-sensitive, lower-margin searches:
● cheap diapers
● family apartments
● toddler clothes

Same 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/year

Most 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 be

High-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/year

Desktop 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 services

As users age, overall value declines — but does not disappear. For users 65+, approximately 75% of value is concentrated in:

● Health
● Real estate
● Financial planning

The 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:

1. Edmond, OK
2. Bozeman, MT
3. Naperville, IL
4. Santa Fe, NM
5. Durham, NC

Lowest-value markets include:
247. Greensboro, NC
248. Gulfport, MS
249. Fort Smith, AR
250. Lowell, MA
251. West Valley City, UT

More 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/year

Heavy 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.