(abstract)
Most users of today’s platforms hardly know what the AdTech exactly is, and what role it plays in our online daily interactions. The AdTech summarises in its own way the impact of AI and automation on different sectors of daily life. Its addressability, the constant optimisation of its performativity and its immediacy bring at the same time to the surface issues of calculability, monitoring and, of course, exploitation. But, how would it be possible to reveal, understand and disrupt or oppose these operations? To address this, Joana Moll launched the Ad Tech Constellations project which aims to shed light to the functioning of this complex system, and to provide in depth knowledge about its mechanisms and ways of operation. The essay reviews, analyses and comments the specific project paying attention to the artistic methodology used, which is performative and participatory.