"Google has begun testing extending its DoubleClick ad technology beyond desktop computers and mobile phones to billboards.
The company is trialing a method for premium billboard ads to bought programmatically — using DoubleClick's automated processes, rather than having to manually place an order with an outdoor advertising company upfront — for the first time. ...
The idea is that passers-by will see the most relevant ads for the time of day and location they are in. If the passing audience isn't the right one to show an ad to, then the technology opts not to serve an ad.
Google's trial began earlier this month in London and will run until November. The ads are being served to premium digital screens in transport, roadside locations, and city centers across the UK. Google has bought the advertising placements upfront and is using DoubleClick to decide which ads for which of its brands are most appropriate to serve at particular locations and to determine the best time of day to display them."
(Lara O'Reilly, 30 October 2015, Business Insider)
"Facebook, for example, encourages phatic communication through sociable add-ons like 'vampire bites', 'zombies', 'hot potatoes' and automating messages encouraging participation between friends in quizzes, film taste reviews and the like.[6] Furthermore, Facebook's new 'beacon' technology creates an environment where one's online purchases and interests get relayed to one's network of friends through automated communication. Twitter encourages phatic communication through the imposed limits of the medium itself. The 160 character limit for messages creates brevity in communication. The lack of a private messaging facility, promotes generic 'announcements' over dialogue or targeted conversation. "
(Vincent Miller, 2008, p.398)
[6] For example, a typical automated message such as ''Mr X' has challenged you to a movie quiz' suggests a personal invitation to compete. However, it is usually the case that if 'Mr X' has participated in a movie quiz, you will, by default, be automatically 'challenged' to the quiz, by virtue of being friends with 'Mr X'.
Miller, V. (2008). "New Media, Networking and Phatic Culture." Convergence: The International Journal of Research into New Media Technologies 14(4): 387–400.