Ad execs showed me how hey can identify consumers' cell phones in real time, and pair them to databases that pull up details like race, income, behavior, Google searches, and even purchase histories—and use that information to trigger different ads to suit changing audiences
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That's just the beginning. After you see a billboard, ad tech companies can watch your location data and online activity to see how well the ads are working. After you saw a Target ad, did it inspire you to go out and visit a Target? Your phone makes that easy to figure out.
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If you haven't been convinced yet, they can flag your device, and show you follow up ads on Instagram, or maybe even a commercial during a break on Hulu.
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In a meaningful way, the internet is starting to bleed into the real world. Where you go everyday, which stores you shop at, where you live and work, it's all just more data points for advertisers to consider, just like the links you click on and the websites you visit.
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Advertisers can use that information to find the most valuable ads to show you online, and now they can do the same thing on the screens that are popping up across public spaces.
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As the technology develops, the tracking and targeting gets harder to prevent, more difficult to understand, and almost impossible to avoid.
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In one sense, this is a story about privacy, but there are bigger issues at stake. As corporations reach deeper into public spaces, they gain the ability to alter our physical environment, and they start to take control over our attention.
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You can turn off your phone, but you can't turn off a billboard. If you're in a car, it may not even be safe to look away.
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Your access to information becomes more dependent on how companies determine the value of your attention, through metrics that you'll never see, and eventually based on algorithms that can't be audited.
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When that information is about how much things cost, and prices change based on minute behavior and psychological measurements that predict what you're willing to pay for things, it could deal a serious blow to consumers' power in the market place.
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Novi razgovor -
Čini se da učitavanje traje već neko vrijeme.
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