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S kills : none

What “they” know about you and how they use it. S kills : none

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S kills : none

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  1. What “they” know about you and how they use it Skills: none Concepts: information we give up voluntarily, information we reveal as a by-product of using the Internet, use of information “signals,” data mining/big data, algorithm, filter bubble, political surveillance, funding of the Internet This work is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 3.0 License.

  2. Where does this topic fit? • Internet concepts • Applications • Technology • Implications • Internet skills • Application development • Content creation • User skills

  3. What do they know about you? How do “they” learn about you? Who are “they?”

  4. Voluntary accounts

  5. Voluntary profiles

  6. Involuntary profiles

  7. They know when you visit a Web site. abcnews.go.com Facebook.com

  8. They know when you log in GigaOm is an Internet news and analysis site. You can log in to leave a comment using a third party like Twitter. If you do so, GigaOm gets access to your Twitter account as shown here. • GigaOm terms of service • Gigaom privacy policy What do Twitter and GigaOm gain when I log in? What do I gain and lose by logging in?

  9. They know what you do. Facebook timeline Google plus 1 votes Gmail messages Blog posts Blog comments Calendar entries Searches Tweets Re-tweets Facebook posts Language Image uploads Facebook likes Google profile Product reviews Google plus posts Email messages Video uploads

  10. They know where you are.

  11. They know when you did it or were there. Where are you right now? What sites have you visited lately? What have you clicked on lately?

  12. They know what your friends do.

  13. In return, you get free services

  14. In return, you get targeted search results

  15. In return, you get targeted ads Video on ad targeting (1m 23s)

  16. In return, you get friend suggestions

  17. In return, you get information suggestions

  18. How does Google use your search signals? Watch this video: http://youtu.be/J5RZOU6vK4Q

  19. Is there a downside?

  20. “There’s, say, an 87 percent chance that she’s pregnant and that her delivery date is sometime in late August.” Is this a useful service or an invasion of your privacy?

  21. Is creating “filter bubbles” a problem?

  22. Social targeting

  23. Political division

  24. They may not be advertisers Shi Tao Wang Xiaoning

  25. Who pays for the free Internet services you use?

  26. Summary

  27. Self-study questions Do you have a Facebook profile? How many profiles do you have on the Internet? What have you revealed in those profiles? Who can see your profile information? Does Facebook share profile information with others? Does your school or employer share information about you with others? Who else shares information about you? What services that you use are paid for by advertising? How much would you be willing to pay per month for unlimited Google searches if there were no ads? How much would you be willing to pay per Google search if there were no ads? Do you pay attention to your Facebook privacy settings or did you just accept the default setting? A large part of our investment in building the Internet has come from advertising revenue. Are there other means of raising capital for the Internet? A large part of our investment in building the Internet has come from advertising revenue. Does this disturb you? (explain) We saw a marketing example from Target stores. Are they offering a valuable service or invading women’s privacy? Will it lead to retail consolidation?

  28. Resources • Google video on the benefits of personalized search: http://bit.ly/xpA5Ne • Google video on the benefits of personalize ad targeting: http://youtu.be/PN0I_YlDF1A • Sixty Minutes segment on online tracking • Short interview of Eli Pariser: http://ti.me/y67vZb • Filter bubble TED Talk by Eli Pariser: http://www.ted.com/talks/view/lang/en//id/1091 • Charles Duhigg, How Companies Learn Your Secrets, New York Times, February 16, 2012 http://nyti.ms/zfPImB • New York Times article on data mining at Target: http://nyti.ms/YwY0g1 • Blog post on Facebook’s prediction of sexual orientation and other things: http://bit.ly/16aF4Zc • Ghostery – browser ad in for tracking sites that are tracking you: https://purplebox.ghostery.com/ • Disconnect – browser ad-in for identify sites that are tracking you: https://disconnect.me/

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