Scroll through almost any social media platform today, and you'll notice something interesting. People are sharing posts about deleting apps, limiting screen time, switching their phones to grayscale, or even replacing smartphones with simple "dumbphones." Ironically, many of these conversations are happening on social media itself.

For a time people who do performance marketing did things in a pretty simple way: they would choose a place to advertise, give it some money, look at the results and then put more money into the things that seemed to be working the best that week. This way of doing things worked okay when the platforms were not too complicated it was easy to see what was working. What was not and people were not so good at ignoring advertisements.. That is all changed now. The rules about privacy have made it harder to track what people are doing computers are making the decisions about how money to spend on advertisements and people have gotten really good at ignoring things that look like they are trying to sell them something.