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.

  • UnderpantsWeevil@lemmy.world
    link
    fedilink
    English
    arrow-up
    1
    ·
    54 seconds ago

    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.

  • Evotech@lemmy.world
    link
    fedilink
    English
    arrow-up
    22
    ·
    3 hours ago

    You use an android because you like it

    I use an android to drive advertising revenue down

    We are not the same

    • rumba@lemmy.zip
      link
      fedilink
      English
      arrow-up
      4
      ·
      52 minutes ago

      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

      • Jo4ted@lemmy.zip
        link
        fedilink
        English
        arrow-up
        1
        ·
        33 minutes ago

        I’m already looking into it lol. From this point on, every device I purchase needs to run Linux.

  • Epzillon@lemmy.world
    link
    fedilink
    English
    arrow-up
    38
    ·
    4 hours ago

    This feels like a good post to mention AdNaueam! 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 :)

  • Vogi@piefed.social
    link
    fedilink
    English
    arrow-up
    12
    ·
    4 hours ago

    Don’t wanna see you slacking doing low-value searches! Brb writing a a script generating some high-level net traffic, so they waste more money on me.

    • hansolo@lemmy.today
      link
      fedilink
      English
      arrow-up
      6
      ·
      2 hours ago

      That’s not wasting money, that’s literally generating money for them.

      Buying local and obscuring your searches are how you starve the beast.

  • KatherinaReichelt@feddit.org
    link
    fedilink
    English
    arrow-up
    25
    ·
    6 hours ago

    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.

    • BlackLaZoR@lemmy.world
      link
      fedilink
      English
      arrow-up
      11
      arrow-down
      5
      ·
      5 hours ago

      It’s just Americans. Very vulnerable to suggestions and very wealthy at the same time.

      • FlyingCircus@lemmy.world
        link
        fedilink
        English
        arrow-up
        3
        ·
        2 hours ago

        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.

  • Tattorack@lemmy.world
    link
    fedilink
    English
    arrow-up
    42
    ·
    8 hours ago

    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.

    • kent_eh@lemmy.ca
      link
      fedilink
      English
      arrow-up
      7
      ·
      2 hours ago

      It’s crazy that we have to go to that much effort just to have a reasonably pleasant online experience.

    • hansolo@lemmy.today
      link
      fedilink
      English
      arrow-up
      3
      ·
      2 hours ago

      Since Feb 2025 Google started using browser fingerprinting to track users. While you don’t see the ads, they’re still building a profile on you.

    • Epzillon@lemmy.world
      link
      fedilink
      English
      arrow-up
      7
      ·
      edit-2
      4 hours ago

      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.

      • Tattorack@lemmy.world
        link
        fedilink
        English
        arrow-up
        1
        ·
        3 hours ago

        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.

    • Squizzy@lemmy.world
      link
      fedilink
      English
      arrow-up
      10
      ·
      6 hours ago

      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?

      • vinyl@lemmy.world
        link
        fedilink
        English
        arrow-up
        1
        ·
        25 minutes ago

        I only drive to my work and back, no where else do I actually drive because I’m an introvert

      • Tattorack@lemmy.world
        link
        fedilink
        English
        arrow-up
        8
        ·
        6 hours ago

        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.

        Check it out.

    • viov@lemmy.world
      link
      fedilink
      English
      arrow-up
      1
      ·
      6 hours ago

      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?

  • arc99@lemmy.world
    link
    fedilink
    English
    arrow-up
    14
    ·
    edit-2
    2 hours ago

    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.

  • Phoenixz@lemmy.ca
    link
    fedilink
    English
    arrow-up
    117
    ·
    15 hours ago

    Imagine if humanity would spend all this energy and effort into things that would actually benefit humanity world wide. Medicine and medical personnel, food research and production, education, housing, care for the elderly…

    Oh man, this world could be so nice…

  • yaroto98@lemmy.world
    link
    fedilink
    English
    arrow-up
    34
    ·
    13 hours ago

    I need to start poisioning my data more and make it stupid expensive to advertise to me.

      • Vogi@piefed.social
        link
        fedilink
        English
        arrow-up
        4
        ·
        4 hours ago

        I think the amount would go down though if we all poisen our data, making it useless. :thinking_face:

    • REDACTED@infosec.pub
      link
      fedilink
      English
      arrow-up
      28
      arrow-down
      1
      ·
      11 hours ago

      I just got this ad which just felt hilarious as I’ve no connections to Ghana

      • hansolo@lemmy.today
        link
        fedilink
        English
        arrow-up
        2
        ·
        2 hours ago

        The sinister part is that this ad might not be for you.

        Do you have a friend, family member, or coworker that has shared wifi and space with you that has a connection to Ghana? This is meant to get you taking to them about it

  • RabbitBBQ@lemmy.world
    link
    fedilink
    English
    arrow-up
    26
    ·
    14 hours ago

    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.

  • fiat_lux 🆕 🏠@lemmy.zip
    link
    fedilink
    English
    arrow-up
    42
    arrow-down
    3
    ·
    17 hours ago

    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.