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Smart Surveillance and Personalised Advertising – 23 March 2022. Rachel Finn, David Wright and Kush Wadhwa , Trilateral Research & Consulting SAPIENT workshop, Amsterdam, 27 June 2012. Objectives of the scenario. Scenario objectives:

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smart surveillance and personalised advertising 23 march 2022

Smart Surveillance and PersonalisedAdvertising – 23 March 2022

Rachel Finn, David Wright and Kush Wadhwa,

Trilateral Research & Consulting

SAPIENT workshop, Amsterdam, 27 June 2012

objectives of the scenario
Objectives of the scenario
  • Scenario objectives:
    • Illustrate emerging smart surveillance technologies and how they can be used to be effective and scalable to rapidly adapt to changing situations
    • Depict the legal, regulatory and ethical issues they raise
    • Highlight potential risks, threats and vulnerabilities and ways of dealing with those risks
  • Scenario context:
    • Personalised marketing services by business to consumers and the use of surveillance technologies to complement profiling, data mining and data matching
  • Scenario timeline: 10 years

Smart surveillance and personalised advertising – 23 March 2022

methodology
Methodology
  • Developed a “feeder paper” based on literature review of academic publications, mass media materials, technology blogs, industry materials, websites of civil society organisations, etc. that analysed:
    • the capabilities of different surveillance technologies used for personalised advertising
    • the extent to which these technologies were becoming “smart”
    • the current and predicted ethical issues they raise
  • Used predictions from the literature as well as brainstorming to suggest how these technologies and ethical issues might develop in the next 10 years.
  • Invited an internal review of the scenario by project partners

Smart surveillance and personalised advertising – 23 March 2022

the scenario
The scenario
  • Beneficiaries
    • Begins with a discussion of why personalised advertising technologies have proliferated over the last ten years
      • Better customer targeting
      • Shield customers from irrelevant advertisements
      • Produce economic benefits in terms of increased consumer purchasing and increased demand for data professionals
  • Data collection and interconnection in four “spaces”
    • Virtual space
    • In-store
    • Public space
    • Home

Smart surveillance and personalised advertising – 23 March 2022

ethical issues 1
Ethical issues (1)
  • Profiling
    • Advertisements are not really personalised, they are based on a set number of profiles that are difficult to escape once one is categorised
    • Those with “undesirable” profiles are blocked from making certain purchases
    • Those with desirable profiles get discounts on certain items that others have difficulty accessing
  • Manipulation
    • Customers are encouraged to purchase or finance goods which match with their profiles or purchase histories
    • High pressure sales tactics and the removal of “alternative” items
    • Manipulation of mood to encourage purchasing
    • Use of these techniques by political lobbyists to influence voting behaviour

Smart surveillance and personalised advertising – 23 March 2022

ethical issues 2
Ethical issues (2)
  • Inequality
    • People have little information about products not linked to their profile
    • Alteration of prices through profile-based discount schemes
    • Disproportionate access to health or financial services
  • Identification
    • Shoppers are personally identifiable
    • Individual’s personal or health characteristics are known to shop workers
    • Family shopping becomes difficult because of stratified pricing (via discounts)

Smart surveillance and personalised advertising – 23 March 2022

ethical issues 3
Ethical issues (3)
  • Chilling effect
    • Individuals become wary of:
      • Making particular purchases
      • Searching particular issues/medical symptoms on the internet (bankruptcy, headaches, etc.)
    • Students and dissidents come under increased investigation
    • Some computer savvy individuals have learned how to use proxy websites and ghost logins

Smart surveillance and personalised advertising – 23 March 2022

social consequences
Social consequences
  • Democratic choice is effectively reduced
  • Free will is also reduced in terms of:
    • access to goods and services,
    • media consumption, and
    • citizens’ relationship with government
  • How can these threats be mitigated?

Smart surveillance and personalised advertising – 23 March 2022

questions
Questions

Crown House

72 Hammersmith Road London, W14 8TH

+44 (0) 207 559 3550

Smart surveillance and personalised advertising – 23 March 2022

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