
You know, I was thinking about the power of advertising the other day.
You get these radio stations that call themselves community radio stations, but really they are commercial radio stations. And why do I say that? I recently drove past the offices of one of them and saw all manner of cars parked outside, including BMWs. It got me thinking.
These stations are always pleading poverty. They play heavily on the community angle: we’re local, we’re with you, we’re here for the community. They give the impression that they are some sort of charitable organisation or little NGO struggling to keep the doors open.
Meanwhile, they are running commercial operations, generating advertising revenue and, in some cases, creating rather comfortable positions for owners and people associated with the business.
There is nothing wrong with making money from advertising. But let’s not pretend that every organisation calling itself a community radio station is some sort of charitable enterprise.
Advertising is the big business here. And it is spreading into practically every available electronic medium.
Take YouTube. I was watching a business interview this morning featuring some bright young people. It was a programme I wanted to watch, but I was interrupted by seven or eight advertisements, both international and local, during the interview.
It was ridiculous. The advertisements were spoiling the viewing experience.
But the advertisers are there, and their media specialists are putting increasing amounts of money into YouTube because they believe it delivers results. The viewer may be irritated, but the advertising machine keeps rolling.
And this brings me to the big news this week: Microsoft.
I don’t know whether you use Microsoft products, but the disruption to its services was considerable. Outlook, Teams, Copilot and Exchange Online were among the services affected. Microsoft might prefer to describe what happened in less dramatic terms, but I would call it a technical disaster rather than a technical glitch.
For a company of Microsoft’s size and importance, an outage of this magnitude raises serious questions about the reliability of the systems on which millions of people and businesses depend.
Microsoft has apologised and said the disruption was not caused by a cyberattack. Its explanation points to a problem associated with an earlier network capacity upgrade that surfaced following a subsequent network change.
That’s a rather technical explanation, but the consequences were very real.
Millions of people were inconvenienced. Businesses were disrupted. People could not access their Outlook email, and users of Copilot and other services were affected.
I have written about Copilot this week, including Microsoft’s decision to remove its app from the iPhone 8 without providing a substitute for those users.
But let’s put the inconvenience to one side for a moment.
What about the advertisers?
Microsoft operates a substantial advertising business through its platforms, including Bing search and Microsoft Edge. Advertising also appears within some of its other services.
When these services are unavailable, what happens to the advertising money being spent on them?
Microsoft’s position is that its advertising systems were not directly affected by the outage. However, its own advertising representative acknowledged that there could have been a weakness in incoming advertising requests from Outlook users who could not access their inboxes.
In other words, the advertising machinery might have remained operational, but some of the people who were supposed to see the advertisements could not get into the system.
That raises an obvious question: if advertisers are paying to reach people through these platforms, what happens when the platforms are unavailable?
Will advertisers receive refunds?
I don’t know what individual advertising contracts provide, but Microsoft’s advertising terms appear to offer little comfort. Its documentation excludes credits for certain losses arising from system or tool downtime.
There are separate service-credit arrangements for qualifying Microsoft 365 business customers when service availability falls below specified levels. But these are credits against subscription charges, not compensation for advertising expenditure that may have produced no results.
There is an important distinction here. Microsoft may be able to demonstrate that its advertising delivery systems remained operational, but that doesn’t necessarily mean advertisers received the exposure they paid for.
And this is where the power of these enormous technology companies becomes increasingly uncomfortable.
Microsoft will get its systems back up and running. It will investigate the incident, issue its technical reports, reinforce its network infrastructure and carry on with business.
But what about the businesses that depend on its services? What about the advertisers who have committed money to its platforms? What about the millions of people who have no practical alternative when a major service suddenly becomes unavailable?
The legal agreements are generally written by the companies providing these services. They are enormously powerful organisations, and the customer has very little bargaining power when it comes to the terms and conditions.
The same questions arise with other large technology companies. We have become increasingly dependent on a relatively small number of businesses controlling the platforms through which we communicate, search for information, conduct business and advertise.
The problem isn’t confined to Microsoft.
We have also seen the consequences of computer system failures in the airline industry in the United States today, where technical problems have disrupted operations and grounded aircraft.
These are not minor inconveniences when they happen on a large scale. They affect businesses, livelihoods and the everyday lives of ordinary people.
Then there is Nvidia, the giant chipmaker at the centre of the artificial intelligence revolution. Its CEO, Jensen Huang, resigned this week following revelations about an affair with a Chinese businesswoman suspected by US intelligence of working for Beijing. The affair has raised serious national security questions, given Nvidia’s strategic importance in the global technology industry and the sensitivity of its advanced chips
There are three issues here that deserve considerably more attention.
First, the growing dominance of a handful of enormous internet and software companies. Second, the ongoing unreliability of the computer systems on which we have become so dependent. And third, the relentless expansion of advertising through the new electronic media.
The advertising industry is pouring money into these platforms, sometimes at the expense of the people who actually use them. The technology companies collect the revenue, while the customer, the viewer or the advertiser must live with the consequences when things go wrong.
I don’t think we have begun to appreciate just how much power these companies have acquired, or how vulnerable we have become by depending on them.
Sources:
https://www.citizen.co.za/lifestyle/technology/microsoft-outage-hits-outlook-teams-copilot/
Editorial Disclosure & Disclaimer
Financial News Daily is an independent business news syndicate and a wholly owned subsidiary of Idea Accelerator. We publish financial, environmental and corporate commentary for digital platforms, media outlets and organisations. Nothing published here constitutes investment, legal or financial advice. All opinions are editorial commentary on matters of public and economic interest.









