Smart surveillance and personalised advertising 23 march 2022
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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

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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

  • Any questions?

  • Key contacts

    • David Wright, [email protected]

    • Kush Wadhwa, [email protected]

    • Rachel Finn, [email protected]

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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