1 Targets and Waste Social Profiling and Your Role as the Consumer.

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Presentation transcript:

1 Targets and Waste Social Profiling and Your Role as the Consumer

2 POP QUIZ 1. Facebook alters your news feed and advertisements not only based on your information, but also on your friends’ information. 2. Everyone receives the same search results when searching the same phrase. 3. Your name and information can be sold to advertisers, allowing them to market products directly to you. 4. Google can determine the type of computer you are using 5. The internet is perceived to be a space with the freedom to choose.

3 Yes…More Questions 6. Once you delete your cookies, your browsing history is deleted from your computer. 7. When buying airline tickets, the prices are the same for everyone 8. Internet news sources can be tailored to an individuals interests and activities. 9. Everyone who uses the internet has a consumer profile. 10. Advertisements are not related to your socioeconomic status.

4 Answers 1. True 2. False 3. True 4. True 5. True 6. False 7. False 8. True 9. True 10. False

5 Ted Talk: Eli Pariser

6 Online Activities Have Consequences

7 Consequences Information is recorded through cookies and sold to insurance companies, credit agencies, and advertisers This information, YOUR information, becomes a part of an information silo, and your online reputation may precede personal impressions This information then becomes recycled as advertisers personalize their content to entice you to buy their products However, depending on the information they know, the price given to you will be different than your peers Online shopping activities can be used to determine credit and can influence loan rates

8 Media Buying Traditional media buying agencies purchase time and space on different mediums, typically television “New” media buying has risen in the age of the internet These buyers pay for specific information on consumers in order to serve internet users ads that they will pay attention to

9 Limited Choice Reputation Silo: advertisers are able to construct an online profile based on your internet activity This perceived online reputation allows advertisers to provide you with “personalized” content Target vs. Waste Based on your online reputation through media devices advertisers determine if you are worth their advertising dollars and time

10 Example of Limited Choice Chris According to his fantasy league profile, Chris is 16. Chris “Likes” Baseball, sports, Derek Jeter, and Nike on Facebook According to his assumed identity, Chris receives television and weight training ads online Abby Abby, a frequent online shopper, is 16 Abby “Likes” reading, Channing Tatum, and various charities on Facebook According to her assumed identity, Abby receives body image and style ads online

11 Example of Limited Choice Chris Chris needs new running shoes to prepare for his upcoming baseball season Abby Abby needs new running shoes because she wants to start exercising Chris and Abby both search “shoes” on Google

12 Example of Limited Choice Chris Chris receives an ad for a printable coupon for the newest pair of Nike shoes for 25% off Abby After sifting through ads for Sketcher Shape-Ups, Abby finally finds a pair of last year’s Nike shoes that are 15% off

13 Choice The internet is perceived to be a space with the freedom to choose, be it between websites or between products Government regulation (Such as SOPA) has been consistently blocked in order to maintain this perception Ad companies are trying to track your choices to they can offer you similar items, or ads pertaining to your specific identity Do these actions support free choice? With the help of collected data, ad companies can edit prices, products and the deals that individuals see on the internet Does this support the notion of equality?

14 How Do Companies Track You? Companies primarily track your behavioral data Advertising Data has show that advertising targeted through user profiling received higher click rates that ads based on content Cookies

15 Privacy Issues Do you feel like your information is safe on the internet? What type of privacy should consumer’s have on the internet? Consumers are being tracked across the internet and being valued by companies based on where they click Your internet experience is tailored to your previous activities

16 What Can You Do? Do you believe you can delete your “online footprint”? If so, how?

17 The Underlying Issues Why may the “Target” and “Waste” system reflect potentially grave issues regarding social division? A form of discrimination? Values certain individuals within society; does this create a class hierarchy? Does this work against an individual’s identity? How so? Are there other implications?