Targeted Advertising and User PrivacyArielle, Collet, Jessica, Lewis, Mayang, Paulina

November 4th 2013

Data brokering: What is it and who’s on top?

A data broker (information broker/reseller) is a business that collects personal information about consumers and sells that information to other organisations

Acxiom

Rableaf

Spokeo

Et cetera et cetera

Data brokers

Can collect information from variety of public and non-public sources (courthouse records, website cookies, loyalty card programs)

Create profiles of individuals for marketing purposes

Sell them to businesses who want to target advertisements

Currently, there is no legislation that requires a data broker to share gathered information with profiled consumers

Acxiom’s effort for transparency: www.aboutthedata.com

Example: FitBit

• A small sleek device that monitors your movement• Tracks the number of steps you take, distance

travelled, calories you’ve burned, sleep activity, activity intensity and how many floors you’ve climbed.

• Can sync up to the FitBit website where you can see all the information it has recorded from your day.

iPhone 5S Technology

M7 chip Motion coprocessor – continually monitors your motion data with real-time tracking

Accelerometer, compass and gyroscope

Could possibly facilitate accurate traffic info through tracking the movement of your car, create maps of indoor spaces like malls, public transit systems, parking garage

iWatch

Connects to your phone

Games, music player, call history

May include health and fitness capabilitiesMonitors sleep and heart rate

iPhones can use the collected information to know when best to play ads during sleep when connected to the music-playing-pillow

Strongly potential with M7 chip technology

iMusic Pillow

http://www.gadgetgrotto.com/imusic-pillow

http://www.youtube.com/watch?v=_xToQ4cIHkk

Pillow Cloud Network

Disruption to traditional media landscape

Forced into listening to advertisements

Allows advertising to become more psychologically altering which makes it easier for people to fall prey and purchase the products being advertised

In relation to the film industryOne UK movie theatre uses cameras behind the screen to monitor audience reaction

The system knows if you are alone/in a group of friends/with family

Allows advertising to become more psychologically altering which makes it easier for people to fall prey and purchase the products being advertised

Possible changes in the cultural industries in the future

More aggressive advertising

Choice to avoid advertisements might decrease or even disappear

Trade of personal information by wealthy companies to be used to sell products

Prophecy of Wall-E

http://www.youtube.com/watch?v=_xToQ4cIHkk