The project employs Google Advertising's location targeting, which enables advertisers to serve ads to people within a specific geographical location or area. For the 0.1km project, images are served to users through Google's Ad network inside a 0.1km radius in two cities: Belfast and Milan.
Users are chosen (or not) by Google's algorithms to see the project's ads through their mobile, computer or tablet screens as they browse the internet within the two 0.1km areas in Belfast and Milan. The ads/artworks consist of photographs of the areas contained within each 0.1km site that have been modified with the addition of images from the artist's personal life. These added images appear as barricades in the street scenes, 'demarcating' the targeted boundaries of this virtual/real space.
This collaborative project intervenes in the advertising tools, algorithms and spaces of Google in order to make adspace strange; no longer just the background to your browsing, but a rupture in the fabric of the internet.
0.1km ultimately aims to complicate and challenge our understandings of and relationships to these surveillant and commercial spaces as they become an all too familiar and accepted presence in our everyday lives.
The project will run in both Belfast and Milan until 25th November 2018.
Will the Google algorithms select you? If you see any of the ads online please share a screenshot on social media #0point1km
The featured artwork by Michael Hanna was produced for the 0.1km project during a residency at Gluck50, Milan in partnership with the MAC, Belfast.
Read an interview with Dan Webster and Michael Hanna on the 0.1KM project here.