this post was submitted on 29 Apr 2026
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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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[–] morto@piefed.social 15 points 1 day ago (4 children)

A desktop user is worth 4.9x more than the same person on Android

This one is really interesting. If using a desktop is more valuable to advertisers, including online stores, why the fuck do all sites and services try to push people into using phones by degrading desktop experience!? That doesn't make much sense

[–] EncryptKeeper@lemmy.world 6 points 1 day ago (2 children)

The desktop is worth more because of the assumption that you’re a corporate buyer at work.

The choice to force you into an app has nothing to do with this at all

[–] architect@thelemmy.club 1 points 1 day ago

Also higher value searches are probably done on desktop a bit more?

[–] morto@piefed.social 4 points 1 day ago (1 children)

The choice to force you into an app has nothing to do with this at all

If desktop users are valued more, it's because advertisers pay more for them. If a store is willing to pay more to advertise to a desktop user, but also tries to prevent them from using the site, it sounds weird to me.

The desktop is worth more because of the assumption that you’re a corporate buyer at work. Did they state this, or is it a guess? Most corporate desktop users aren't even the ones making the corporate purchases

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[–] dubyakay@lemmy.ca 6 points 1 day ago

Phones have wider reach. There's more people doomscrolling on their phones on Instagram, Facebook and reddit, than there are on desktop. It's a numbers game.

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[–] LodeMike@lemmy.today 11 points 1 day ago

Imagine if that $1600 a person was put to anything even remotely useful.

[–] XLE@piefed.social 9 points 1 day ago* (last edited 1 day ago) (2 children)

This article eerily reminds me of myself. I just moved to West Virginia after having a child.

Proton Mail’s Born Private lets parents opt a child into an end-to-end encrypted environment from the start

Strange place for an ad for reserving an email address (for up to 15 years?) but I think I'm good, thanks. Baby formula comes first.

[–] RIotingPacifist@lemmy.world 7 points 1 day ago (4 children)

Also their "e2e" is only in the browser, which is only e2e if they don't get a warrant, at which point it's trivial for them to get your browser to decrypt everything for them.

I wouldn't mind Proton if:

  1. Their fans weren't so annoying
  2. They didn't market themselves as more secure than they are
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[–] Ludicrous0251@piefed.zip 5 points 1 day ago (1 children)

But then how is your child going to get TigerNinja58@proton.me if you dont reserve their right to the shameful first email address??

[–] XLE@piefed.social 7 points 1 day ago

Little Elon-𝕏11 is just going to have to find his own way in the world

[–] Maeve@kbin.earth 7 points 1 day ago

That's not counting what they get to hand it over to terrorist, police state, zionazi governments, globally. Global West, Gulf states, Levant.

[–] Gsus4@mander.xyz 7 points 1 day ago

This is just a google adsense sales pitch, lots of those guys will be broke :D

[–] aceshigh@lemmy.world 5 points 1 day ago (1 children)

What does this actually mean? An add pops up and the person says yes I’ll click and buy it?

[–] partofthevoice@lemmy.zip 10 points 1 day ago

No. It means an ad pops up and Google knows enough about you individually to say, “that was an extremely high value ad placement. That person was in your target demographic, has a history of similar purchases, and was actively searching for keywords you rank highly. Because of that, we’re going to charge you more for having placed your ad there rather than anyone else’s. Same if they click the ad.”

You just need to see the ad for the ad network to make money off it.

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