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Unveiling Online Targeting and its Implications on Consumer Privacy

Explore how online profiling impacts ads, prices, and choices. Understand the consequences and actions to protect privacy in the digital realm.

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Unveiling Online Targeting and its Implications on Consumer Privacy

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

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

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

  4. 4 Answers • True • False • True • True • True • False • False • True • True • False

  5. 5 Ted Talk: Eli Pariser

  6. 6 Online Activities Have Consequences

  7. 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. 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. 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. 10 Example of Limited Choice • Chris Abby • 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, 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. 11 Example of Limited Choice • Chris Abby • Chris needs new running shoes to prepare for his upcoming baseball season • Abby needs new running shoes because she wants to start exercising Chris and Abby both search “shoes” on Google

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

  13. 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. 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. 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. 16 What Can You Do? • Do you believe you can delete your “online footprint”? If so, how?

  17. 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?

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