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.
I think this shows the fundamental misunderstanding here. It’s not about money coming out of your bank account. While that might be the goal, at the end of the day they are not chasing you personally, they are chasing statistics. But it’s more than just market statistics. It is about sales revenue, but not about you personally. A few points need to be made here:
#1: GOOGLE is making sales revenue off somebody like you. You are not necessarily the individual target of the direct revenue extraction, the advertisers are. You are the product that Google is selling to advertisers. Are you a shitty, unusable, defective-by-design product? Maybe. Is Google scamming advertisers by selling you to them? Maybe. The point is, that doesn’t matter, except perhaps in a philosophical sense. The advertisers are willingly paying for you. They know the statistics, and they are still willing to pay a lot for you and your group, because statistically, they are convinced it benefits them. Google is getting money from the advertisers to provide whatever access to you and the rest of your group that they can.
#2: Somebody is making sales revenue off you directly. I don’t know who that is, and maybe Google doesn’t either, but to survive in this world as “A 35- to 44-year-old man in Bozeman, MT, without children, using a desktop and making high-value corporate searches” your money has to be going somewhere, and trying to find out and adjust where is an addictive and profitable passtime for Google, advertisers, and all other data brokers involved in this trade. Whether they actually succeed or not, they’re going to have a hell of a time trying, and they’re going to convince other people it’s worthwhile for them to continue to try and they’re going to get paid to do it no matter how fruitless it might seem. Again, it’s not necessarily about you individually, it’s about what they can sell you as.
#3: At the end of the day, it doesn’t really matter whether the individual you actually buys anything. Even if you truly are totally DIY, off-grid and self-sufficient and dumping all your money into a pit under your mattress. If you do end up simply being an outlier in your particular demographic group, even if you’re in a large category of outliers in that group, what matters is that the group buys stuff, and you’re part of it, they don’t know if you’re the good part of the group or the bad part of the group, they want the whole group and they’ll let it sort itself out. The other members of that group will more than make up for your lack of revenue stream. It’s possible just one single member of that group will make up for literally every other wasted target in that group. These so-called “whales” are like the gold sifted out of thousands of tons of gravel and dirt. You don’t care about how much gravel and dirt you went through, getting a higher percentage with much less effort out of a much smaller claim doesn’t make you any richer, what matters is how much gold you ended up with. Would they like to narrow that group to remove outliers like you to get an even higher return on investment with even less effort? They would probably consider that an ideal. Does it really matter to their bottom line? Evidently not. This works for them and the people who pay them. It’s why they’re one of the richest companies in the world.