"People consistently tell us that if they’re going to see ads, they want them to be relevant. That means we need to understand their interests." But that doesn't mean we will ask them what they are interested in; instead we will infer it from spying on them
A person's 'revealed preferences' are more reliable and available source of information than what they will tell you in a questionaire. It's the same principle as advertising in the breaks of particular TV shows or advertising Patek Philippe watches in luxury hotels.
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They're just keeping a record of the virtual locations you pass through. The only reason this doesn't happen outside of digital is because it is more expensive there. But not for long...
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Also, they should already have the technology to anonymise and aggregate data in advertising models. So it won't be long before the spying/privacy angle goes...
End of conversation
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