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What Advertisers Track About You by Augustine Fou

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Most consumers don't realize the extent of what is being tracked of them and then used for advertising targeting.

Publicado en: Empresariales, Tecnología
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What Advertisers Track About You by Augustine Fou

  1. 1. Augustine Fou- 1 - Dr. Augustine Fou June 2013 What Advertisers Track About You
  2. 2. Augustine Fou- 2 - Browsing History Behavioral Targeting Likely to be male ISPs sell this data to ad networks to use in targeting users.
  3. 3. Augustine Fou- 3 - All Digital Activities Track what you use and how often you use it Source: Techli, 2010
  4. 4. Augustine Fou- 4 - Search Keywords Search Re-targeting Source: Chango
  5. 5. Augustine Fou- 5 - Site Specific Search Retargeting Search for items on site Exact items appear in ad
  6. 6. Augustine Fou- 6 - Social Logins/Shares When users login or share on 3rd party sites, all data can be tracked Social sharing buttons are bits of code installed on the site; this allows Facebook and others to get around browser security measures and read page content and other information about the user.
  7. 7. Augustine Fou- 7 - Who Your Friends AreWho your friends are, what they like, what they talk about with you So advertisers can target more ads at you. If your friends accidentally reveal additional bits of info about you, they can triangulate data and steal your identity.
  8. 8. Augustine Fou- 8 - When You’re Having Sex Information can be gleaned from the data directly “Your fitness wristband knows when you're having sex. If it's sensitive enough to detect minute movements while you're sleeping, it can certainly pick up on the patterns of intercourse. Plus how else do you explain getting a half hour of exercise late at night without taking a single step.” “records of all your body movements and outputs could expose a cheating spouse, or even let parents know when their teenagers begin having sex” Source: Gizmodo, July 12, 2013 Source: FastcoLabs, July 12, 2013
  9. 9. Augustine Fou- 9 - Your Location History Cell phone location data can uniquely identify individual users • Exact GPS latitude/longitude • Cell tower triangulation • WiFi hotspots you connected to, or just queried
  10. 10. Augustine Fou- 10 - Movement in Stores Using WiFi triangulation, stores can track your movements Retailers like Nordstrom, Family Dollar, and Warby Parker are gathering customer data from smartphones and using video surveillance to determine optimal store layouts and customized coupons offerings, The New York Times reports. Using Wi-Fi signals from your smartphone, retailers can gain insights about how much time you spend in the store, which sections you spend the most time in, and how long it takes you to browse before making a purchase. Source: Business Insider July 2013
  11. 11. Augustine Fou- 11 - Electronic Frontier Foundation “If we ask whether a fact about a person identifies that person, it turns out that the answer isn't simply yes or no. If all I know about a person is their ZIP code, I don't know who they are. If all I know is their date of birth, I don't know who they are. If all I know is their gender, I don't know who they are. But it turns out that if I know these three things about a person, I could probably deduce their identity! Each of the facts is partially identifying.”
  12. 12. Augustine Fou- 12 - What Could Happen when your identity is stolen
  13. 13. Augustine Fou- 13 - So What? It is time that users become aware of and take more control over their own data and the privacy settings surrounding its use. In the recent past it was embarrassing enough to inadvertently post drunk photos to Facebook; as more and more data is tracked and used, this could turn far more harmful. Augustine Fou- 13 -
  14. 14. Augustine Fou- 14 - Related Slideshares Mobile Apps -- Scary Permissions and Consequences By: Augustine Fou, May 2, 2013 Many Forms of Online Fraud By: Augustine Fou, April 20, 2013 Fake LinkedIn Profiles By: Augustine Fou, July 11, 2013 Facebook Advertising Benchmarks By: Augustine Fou, May 29, 2009 Augustine Fou- 14 -
  15. 15. Augustine Fou- 15 - Dr. Augustine Fou – Digital Consigliere “As more and more users spend time online, they are leaving detailed traces of themselves, which advertisers are exploiting to target them with more ads. When will users’need for privacy counter-balance advertisers’need for targeting?” FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM) MCKINSEY CONSULTANT CLIENT SIDE / AGENCY SIDE EXPERIENCE PROFESSOR AND COLUMNIST ENTREPRENEUR / SMALL BUSINESS OWNER PHD MATERIALS SCIENCE (MIT '95) AT AGE 23 ClickZ Articles: Slideshares: LinkedIn: