Ashlee Vance

In 2011 a young computer scientist named Jeff Hammerbacher said something profound while explaining why he’d decided to leave Facebook—and the promise of a small fortune—to start a company. “The best minds of my generation are thinking about how to make people click ads,” he said. “That sucks.”
 Hammerbacher was getting at the idea that so many of the world’s best and brightest people flocking to Silicon Valley for jobs at companies such as Facebook Inc. and Google Inc. might be an unhealthy use of human capital. Sure, these companies offered plenty of interesting work, but much of it revolved around the core business of advertising. Very smart people were pouring their energy into an unromantic goal: keeping the rest of us on their websites so we might click on an ad for an irritable bowel syndrome cure.
 Hammerbacher’s flippant remark has lived on because it captures a crucial sentiment, one that’s even more important today than in 2011. Google and Facebook are unlike any other two companies in history. They’re technology-and-advertising hybrids—strange amalgams with incredible power. They’re building the tools we use to communicate, to do business, to form and maintain relationships, to learn, to travel to and fro, and to relax. And they’re doing all of this while being wholly dependent on ad dollars for their survival. Never have advertising companies had such an all-encompassing influence on our life. And next year it will be even greater.