Tag Archives: Technology

When Advertisements Become Too Personal

23 Friday Feb 2018

Posted by in Advertising, Media Literacy, Media Psychology, Personal Data, Psychology

≈ 3 Comments

Tags

, , , , , ,

GuerraGPhoto's/Shutterstock.com

GuerraGPhoto’s/Shutterstock.com

With the proliferation of media channels over the last 20 years, advertisers have taken advantage of marketing technologies combined with data to serve more personalized advertisements to consumers. Personalization is a marketing strategy that delivers specific messages to you by leveraging data analysis and marketing technology    enabling them to target (the ability to identify a specific person or audience). Thus, companies leverage many data sources about you whether obtained directly from you, purchased from data brokers, or passively collected on you (tracking your online behavior). There are advantages to this as a consumer such as advertisement relevance, time savings and product pricing. For example, I don’t like to see the media I consume littered with advertisements on golf equipment or hunting gear, since the products are not of any interest to me. Secondly, I hate it when I have already purchased a product the same product shows up in Facebook, as this is just a waste of my attention. Rather, the marketer should show me something that is at least complimentary to what I have already purchased instead of wasting my time. There is a good reason for optimizing advertising because if targeting were not available companies would need to increase their advertising budgets every time a new media channel presented itself resulting in price increases to consumers. From an advertiser perspective, there is no argument with the return on investment that leveraging data for targeting provides across all channels which is why almost all companies engage in the practice. However, there are times when advertiser personalization attempts cross the line and it recently happened to me.

Last December I had a health matter I needed to address. My doctor recommended I try a supplement that can be only bought online. After trying some samples provided by my doc, I went directly to the company’s website and made the purchase. I never viewed the company’s page nor saw an advertisement for the product on Facebook (i.e. I left no previous online behavior that could be tracked). One day later, a post showed up on my Facebook feed from that same company. Serenol ad screen shot

I immediately yelled “Are You F***ing Kidding Me???” among other things. So dear reader…..you now know I bought a supplement called Serenol which helps alleviate PMS symptoms – hence my use of four letter words above (yes it works). From my perspective this was a complete invasion of my privacy and feels unethical. It may also be against HIPAA laws, or it should be! In the end, what this means, is Serenol, without my permission, disclosed my health condition.  Furthermore, it also begs the question: Now that Facebook has this data on me how will they use it moving forward?

Being from the data integration and marketing technology industry myself I personally have a moderate perspective on the use of data attributes for targeted marketing. I don’t want to see advertisements from companies that are completely irrelevant to me nor do I want to pay increased prices for goods and services, thus I have some comfort with use of my data. However, this scenario violated my personal boundaries, so I downloaded a tracker monitor and followed the data.

Ghostery provides a free mobile browser and search engine plug-in for tracking the trackers, something anyone can access for free.Ghostery Screen Shot

Ghostery shows you what type of trackers are firing on any website that you visit. With this tool I learned there were multiple pixels firing on Serenol’s site, Facebook being one of many.  The two pixels that interested me most were the “Facebook Custom Audiences” and the “Facebook Pixel” trackers. The custom audience pixel enables Serenol (or any other advertiser) to create Facebook Custom Audiences based on their website visitors.

A Facebook Custom Audience is essentially a targeting option created from an advertiser owned customer list, so they can target users on Facebook (Advertiser Help Center, 2018). Facebook Pixel is a small piece of code for websites that allows the site owner AND Facebook to log any Facebook users (Brown, Why Facebook is not telling you everything it knows about you, 2017). Either of these methods would have enabled the survey post I was shown from Serenol. What likely happened is Serenol and Facebook used these tags to conduct surveillance on me without my conscious knowledge and re-targeted me, hence the offending post. Yes – this is technically legal. Why? Because, I mostly likely agreed to this surveillance in the terms of service and privacy policies on each site.  Also, this method of targeting does not provide data back to Serenol who I am on Facebook, only Facebook knows. However, now Facebook has data that associates me with PMS!

Facebook collects information on things you do such as content you share, groups you are part of, things someone may share about you (regardless of whether you granted permission), payment information, the internet connected devices you and your family own and information from third-party partners including advertisers (Data Policy , 2016). They can monitor your mouse movements, track the amount of time you spend on anything and the subject of your photos via machine learning algorithms. Furthermore, when you do upload photos, Facebook scans the image and detects information about that photo such as whether it contains humans, animals, inanimate objects, and potential people you should tag in the picture (Brown, The amount of data facebook collects from your photos will terrify you, 2017). The social media company directly states in their data policy that they use the information they collect to improve their advertising (this means targeting) and then measure such advertising effectiveness (Data Policy , 2016). While Facebook’s data policy states that they do not share personally identifiable information (PII), they do leverage non-personally identifying demographic information that can be used for advertisement targeting purposes provided they adhere to their advertiser guidelines (Data Policy , 2016). This policy is subject to all Facebook companies, including WhatsApp, Facebook Messenger and Instagram. So that private message you are sending on Messenger isn’t as private as you think, Facebook is collecting data on that content. With Facebook owning 4 of the Top 5 Social Media applications, isn’t this a little creepy?

The next obvious question, is how can this data be used for nefarious purposes? Facebook’s advertiser policies state that an advertiser can’t use targeting options to discriminate against or engage in predatory advertising practices (Advertising Policies, n.d.). While they do withhold some demographics from certain types of advertising like housing, there are other questionable practices for targeting. For example, last year an article appeared in AdAge that called out Facebook, LinkedIn and Google who all allow employment advertising targeting using age as a criteria. Facebook has defended using the demographic despite criticism the practice contributes to ageism in the workforce and is illegal in the actual hiring practices of public companies (Sloane, 2017).

So, can Facebook use data about my PMS for targeting? Will they allow potential employers to use this data? What about health insurance companies? This is a slippery slope indeed. The answer is yes, and no. Facebook recently updated its’ policies and now they prevent advertisers from using targeting attributes such as medical conditions (Perez, 2018). This means that Facebook will not provide demographic selection data in their targeting tools to select or deselect users based on medical conditions. This type of targeting requires using third-party data, meaning that the advertiser is using the data provided by Facebook or other data aggregators to create an audience. However, I did not find anything that prevents companies like Serenol from using first-party data to find me on Facebook. Furthermore, when I went to the Serenol site on February 21st, 2018 (after the Facebook policy update), Ghostery showed that Facebooks’ Pixel and Facebook for Developers along with other pixels and tags from The Trade Desk, Adobe, Google, etc. were all live on the site.

This month’s Harvard Business Review published an article about how consumers react to personalization. The authors ran a series of experiments to understand what causes consumers to object to targeting and found out that we don’t always behave logically when it comes to privacy. People will often share details with complete strangers while keeping that information secret from those where close relationships exist. Furthermore, the nature of the information impacts how we feel about it – for example data on sex, health and finances are much more sensitive. Secondly, the way that data exchanges hands (information flows) matter. They found that sharing data with a company personally (first party sharing) generally feels fine because it is necessary to purchase something or engage with a company. However, when that information is shared without our knowledge (third-party sharing) consumers are reacting in a similar way as if a friend shared a secret or talked behind our backs. While third party sharing of data is legal, the study showed that scenarios where companies obtain information outside the website one interacted with or deduced inferred information about someone from analytics elicits a negative reaction from consumers. The study also found when consumers believe their data has been shared unacceptably, purchase interest substantially declines (John, Kim, & Barasz, 2018). Some of the recommendations from the authors to mitigate backlash from consumers included staying away from sensitive subjects, maintain transparency and provide consumers choice/ the ability to opt out.

I reached out to Michael Becker, Managing Partner at Identity Praxis for his point of view on the subject. Michael is an entrepreneur, academic and industry evangelist who has been engaging and supporting the personal identity economy for over a decade. “People are becoming aware that their personal information has value and are awakening to the fact that its’ misuse is not just annoying, but can lead to material and lasting emotional, economic, and physical harm. They are awaking to the fact that they can enact control over their data. Consumers are starting to use password managers, identity anonymization tools, and tracker management tools [like Ghostery]; for instance, 38% of US adults have adopted ad blockers and this is just the beginning. Executives should take heed that a new class of software and services, personal information management solutions, are coming to the market. These solutions, alongside new regulations (like the EU GDPR), give individuals, at scale, the power to determine what information about them is shared, who has access to it, when it can be used, and on what terms. In other words, the core terms of business may change in the very near future from people having to agree to the businesses terms of service to business having to agree to the individuals’ terms of access.”

In the United States the approach to regulations for personal data collection and use is such that if the action from the business or technology isn’t expressly forbidden, then companies can do it regardless of whether it is ethical or not. Unfortunately, regulations do not necessarily keep up with the pace of innovation in the world of data collection. In Europe the approach to data privacy is such that unless a personal data collection practice and its use is explicitly called out as legal then companies CANNOT do it. There are some actions you can take to manage passive data collection; however, this list is not meant to be exhaustive:

  • Use Brave Browser: This browser allows you to block ads and trackers to sites that you visit. Brave claims it will increase download speeds, save you money on your mobile device data since you don’t have to load ads and protect your information.
  • Ghostery permits you to allow what trackers are accepted by site that you visit, or block trackers entirely.
  • Add a script blocker plug-in to your browser such as No-script. No-script has a white list of trustworthy websites and it enables you to choose which sites you want to allow scripts.
  • Review what permissions to track your data on your mobile device and limit it. Do you really want Apple sharing your contact list and calendar with other applications? Do all applications need access to your fitness and activity data? You can find helpful instructions on how for iPhone here or for Android here.

Regardless of what is legal or illegal, comfort levels with how our personal data is used varies by individual. When you think about it, there is similarity to the debate in the 60’s on what constituted obscenity. When we find use of our personal data offensive we will likely say “I’ll know it when I see it”.

References:

Advertiser Help Center. (2018). Retrieved from Facebook Business: https://www.facebook.com/business/help/610516375684216

Advertising Policies. (n.d.). Retrieved February 20, 2018, from Facebook: https://www.facebook.com/policies/ads/

Brown, A. (2017, January 6). The qmount of data facebook collects from your photos will terrify you. Retrieved February 20, 2018, from Express: https://www.express.co.uk/life-style/science-technology/751009/Facebook-Scan-Photos-Data-Collection

Brown, A. (2017, January 2). Why facebook is not telling you everything it knows about you. Retrieved February 2018, 2018, from Express: https://www.express.co.uk/life-style/science-technology/748956/Facebook-Login-How-Much-Data-Know

Data Policy . (2016, September 29). Retrieved from Facebook: https://www.facebook.com/full_data_use_policy

John, L. K., Kim, T., & Barasz, K. (2018, February). Ads that don’t overstep. Harvard Business Review, pp. 62-69.

Perez, S. (2018, February 8). Facebook updates its ad policies and tools to protect against discriminatory practices. Retrieved from Techcrunch: https://techcrunch.com/2017/02/08/facebook-updates-its-ad-policies-and-tools-to-protect-against-discriminatory-practices/

Sloane, G. (2017, December 21). Facebook defends targeting job ads based on age. Retrieved from Ad Age: http://adage.com/article/digital/facebook-defends-targeting-job-ads-based-age/311726/

 

 

 

 

 

 

Advertisements

How Smartphones Hijack Our Minds

24 Tuesday Oct 2017

Posted by in Media Effects, Media Psychology, Psychology

≈ Comments Off on How Smartphones Hijack Our Minds

Tags

, , , ,

Research suggests that as the brain grows dependent on phone technology, the intellect weakens.

Source: How Smartphones Hijack Our Minds

ILLUSTRATION: SERGE BLOCH
By Nicholas Carr     Oct. 6, 2017

 

So you bought that new iPhone. If you are like the typical owner, you’ll be pulling your phone out and using it some 80 times a day, according to data Apple collects. That means you’ll be consulting the glossy little rectangle nearly 30,000 times over the coming year. Your new phone, like your old one, will become your constant companion and trusty factotum—your teacher, secretary, confessor, guru. The two of you will be inseparable.

The smartphone is unique in the annals of personal technology. We keep the gadget within reach more or less around the clock, and we use it in countless ways, consulting its apps and checking its messages and heeding its alerts scores of times a day. The smartphone has become a repository of the self, recording and dispensing the words, sounds and images that define what we think, what we experience and who we are. In a 2015 Gallup survey, more than half of iPhone owners said that they couldn’t imagine life without the device.

We love our phones for good reasons. It’s hard to imagine another product that has provided so many useful functions in such a handy form. But while our phones offer convenience and diversion, they also breed anxiety. Their extraordinary usefulness gives them an unprecedented hold on our attention and vast influence over our thinking and behavior. So what happens to our minds when we allow a single tool such dominion over our perception and cognition?

Scientists have begun exploring that question—and what they’re discovering is both fascinating and troubling. Not only do our phones shape our thoughts in deep and complicated ways, but the effects persist even when we aren’t using the devices. As the brain grows dependent on the technology, the research suggests, the intellect weakens.

‘The division of attention impedes reasoning and performance.’

Adrian Ward, a cognitive psychologist and marketing professor at the University of Texas at Austin, has been studying the way smartphones and the internet affect our thoughts and judgments for a decade. In his own work, as well as that of others, he has seen mounting evidence that using a smartphone, or even hearing one ring or vibrate, produces a welter of distractions that makes it harder to concentrate on a difficult problem or job. The division of attention impedes reasoning and performance.

A 2015 Journal of Experimental Psychology study, involving 166 subjects, found that when people’s phones beep or buzz while they’re in the middle of a challenging task, their focus wavers, and their work gets sloppier—whether they check the phone or not. Another 2015 study, which involved 41 iPhone users and appeared in the Journal of Computer-Mediated Communication, showed that when people hear their phone ring but are unable to answer it, their blood pressure spikes, their pulse quickens, and their problem-solving skills decline.

ILLUSTRATION: SERGE BLOCH

 

The earlier research didn’t explain whether and how smartphones differ from the many other sources of distraction that crowd our lives. Dr. Ward suspected that our attachment to our phones has grown so intense that their mere presence might diminish our intelligence. Two years ago, he and three colleagues— Kristen Duke and Ayelet Gneezy from the University of California, San Diego, and Disney Research behavioral scientist Maarten Bos —began an ingenious experiment to test his hunch.

The researchers recruited 520 undergraduate students at UCSD and gave them two standard tests of intellectual acuity. One test gauged “available cognitive capacity,” a measure of how fully a person’s mind can focus on a particular task. The second assessed “fluid intelligence,” a person’s ability to interpret and solve an unfamiliar problem. The only variable in the experiment was the location of the subjects’ smartphones. Some of the students were asked to place their phones in front of them on their desks; others were told to stow their phones in their pockets or handbags; still others were required to leave their phones in a different room.

‘As the phone’s proximity increased, brainpower decreased.’

The results were striking. In both tests, the subjects whose phones were in view posted the worst scores, while those who left their phones in a different room did the best. The students who kept their phones in their pockets or bags came out in the middle. As the phone’s proximity increased, brainpower decreased.

In subsequent interviews, nearly all the participants said that their phones hadn’t been a distraction—that they hadn’t even thought about the devices during the experiment. They remained oblivious even as the phones disrupted their focus and thinking.

A second experiment conducted by the researchers produced similar results, while also revealing that the more heavily students relied on their phones in their everyday lives, the greater the cognitive penalty they suffered.

In an April article in the Journal of the Association for Consumer Research, Dr. Ward and his colleagues wrote that the “integration of smartphones into daily life” appears to cause a “brain drain” that can diminish such vital mental skills as “learning, logical reasoning, abstract thought, problem solving, and creativity.” Smartphones have become so entangled with our existence that, even when we’re not peering or pawing at them, they tug at our attention, diverting precious cognitive resources. Just suppressing the desire to check our phone, which we do routinely and subconsciously throughout the day, can debilitate our thinking. The fact that most of us now habitually keep our phones “nearby and in sight,” the researchers noted, only magnifies the mental toll.

Dr. Ward’s findings are consistent with other recently published research. In a similar but smaller 2014 study (involving 47 subjects) in the journal Social Psychology, psychologists at the University of Southern Maine found that people who had their phones in view, albeit turned off, during two demanding tests of attention and cognition made significantly more errors than did a control group whose phones remained out of sight. (The two groups performed about the same on a set of easier tests.)

In another study, published in Applied Cognitive Psychology in April, researchers examined how smartphones affected learning in a lecture class with 160 students at the University of Arkansas at Monticello. They found that students who didn’t bring their phones to the classroom scored a full letter-grade higher on a test of the material presented than those who brought their phones. It didn’t matter whether the students who had their phones used them or not: All of them scored equally poorly. A study of 91 secondary schools in the U.K., published last year in the journal Labour Economics, found that when schools ban smartphones, students’ examination scores go up substantially, with the weakest students benefiting the most.

It isn’t just our reasoning that takes a hit when phones are around. Social skills and relationships seem to suffer as well. Because smartphones serve as constant reminders of all the friends we could be chatting with electronically, they pull at our minds when we’re talking with people in person, leaving our conversations shallower and less satisfying.

ILLUSTRATION: SERGE BLOCH

 

In a study conducted at the University of Essex in the U.K., 142 participants were divided into pairs and asked to converse in private for 10 minutes. Half talked with a phone in the room, while half had no phone present. The subjects were then given tests of affinity, trust and empathy. “The mere presence of mobile phones,” the researchers reported in 2013 in the Journal of Social and Personal Relationships, “inhibited the development of interpersonal closeness and trust” and diminished “the extent to which individuals felt empathy and understanding from their partners.” The downsides were strongest when “a personally meaningful topic” was being discussed. The experiment’s results were validated in a subsequent study by Virginia Tech researchers, published in 2016 in the journal Environment and Behavior.

The evidence that our phones can get inside our heads so forcefully is unsettling. It suggests that our thoughts and feelings, far from being sequestered in our skulls, can be skewed by external forces we’re not even aware of.

Scientists have long known that the brain is a monitoring system as well as a thinking system. Its attention is drawn toward any object that is new, intriguing or otherwise striking—that has, in the psychological jargon, “salience.” Media and communications devices, from telephones to TV sets, have always tapped into this instinct. Whether turned on or switched off, they promise an unending supply of information and experiences. By design, they grab and hold our attention in ways natural objects never could.

But even in the history of captivating media, the smartphone stands out. It is an attention magnet unlike any our minds have had to grapple with before. Because the phone is packed with so many forms of information and so many useful and entertaining functions, it acts as what Dr. Ward calls a “supernormal stimulus,” one that can “hijack” attention whenever it is part of our surroundings—which it always is. Imagine combining a mailbox, a newspaper, a TV, a radio, a photo album, a public library and a boisterous party attended by everyone you know, and then compressing them all into a single, small, radiant object. That is what a smartphone represents to us. No wonder we can’t take our minds off it.

The irony of the smartphone is that the qualities we find most appealing—its constant connection to the net, its multiplicity of apps, its responsiveness, its portability—are the very ones that give it such sway over our minds. Phone makers like Apple and Samsungand app writers like Facebook and Google design their products to consume as much of our attention as possible during every one of our waking hours, and we thank them by buying millions of the gadgets and downloading billions of the apps every year.

A quarter-century ago, when we first started going online, we took it on faith that the web would make us smarter: More information would breed sharper thinking. We now know it isn’t that simple. The way a media device is designed and used exerts at least as much influence over our minds as does the information that the device unlocks.

‘People’s knowledge may dwindle as gadgets grant them easier access to online data.’

As strange as it might seem, people’s knowledge and understanding may actually dwindle as gadgets grant them easier access to online data stores. In a seminal 2011 study published in Science, a team of researchers—led by the Columbia University psychologist Betsy Sparrow and including the late Harvard memory expert Daniel Wegner —had a group of volunteers read 40 brief, factual statements (such as “The space shuttle Columbia disintegrated during re-entry over Texas in Feb. 2003”) and then type the statements into a computer. Half the people were told that the machine would save what they typed; half were told that the statements would be immediately erased.

Afterward, the researchers asked the subjects to write down as many of the statements as they could remember. Those who believed that the facts had been recorded in the computer demonstrated much weaker recall than those who assumed the facts wouldn’t be stored. Anticipating that information would be readily available in digital form seemed to reduce the mental effort that people made to remember it. The researchers dubbed this phenomenon the “Google effect” and noted its broad implications: “Because search engines are continually available to us, we may often be in a state of not feeling we need to encode the information internally. When we need it, we will look it up.”

Now that our phones have made it so easy to gather information online, our brains are likely offloading even more of the work of remembering to technology. If the only thing at stake were memories of trivial facts, that might not matter. But, as the pioneering psychologist and philosopher William James said in an 1892 lecture, “the art of remembering is the art of thinking.” Only by encoding information in our biological memory can we weave the rich intellectual associations that form the essence of personal knowledge and give rise to critical and conceptual thinking. No matter how much information swirls around us, the less well-stocked our memory, the less we have to think with.

‘We aren’t very good at distinguishing the knowledge we keep in our heads from the information we find on our phones.’

This story has a twist. It turns out that we aren’t very good at distinguishing the knowledge we keep in our heads from the information we find on our phones or computers. As Dr. Wegner and Dr. Ward explained in a 2013 Scientific American article, when people call up information through their devices, they often end up suffering from delusions of intelligence. They feel as though “their own mental capacities” had generated the information, not their devices. “The advent of the ‘information age’ seems to have created a generation of people who feel they know more than ever before,” the scholars concluded, even though “they may know ever less about the world around them.”

That insight sheds light on our society’s current gullibility crisis, in which people are all too quick to credit lies and half-truths spread through social media by Russian agents and other bad actors. If your phone has sapped your powers of discernment, you’ll believe anything it tells you.

Data, the novelist and critic Cynthia Ozick once wrote, is “memory without history.” Her observation points to the problem with allowing smartphones to commandeer our brains. When we constrict our capacity for reasoning and recall or transfer those skills to a gadget, we sacrifice our ability to turn information into knowledge. We get the data but lose the meaning. Upgrading our gadgets won’t solve the problem. We need to give our minds more room to think. And that means putting some distance between ourselves and our phones.

Mr. Carr is the author of “The Shallows” and “Utopia Is Creepy,” among other books.

McLuhan and the Global Membrane of Communication

16 Wednesday Jul 2014

Posted by in Media Literacy, Media Psychology, Psychology

≈ Leave a comment

Tags

, , , , , ,

“We remake the world through our technologies, and these in turn remake and extend us, in ever spiraling lattices of complexity. McLuhan uncannily foresaw the future, where electronic technology would shape and expand cultures and societies into a global membrane of communications.” – B.W. Powe, York University

 

RELATED ARTICLES

Digital Immigrants and Digital Natives

24 Sunday Mar 2013

Posted by in Media Literacy, Psychology

≈ 3 Comments

Tags

, , , ,

As both digital immigrants and digital natives, we are witnessing an evolution in technology brought about at a much faster rate during our lifetimes due to changes in technologies which build upon on one another.  This is something we typically didn’t see much of in the past because early adoption of new technologies happened in scientific communities, in the military and among the wealthy. Now, capitalism drives early adoption to the lowest level – the consumer – in order to increase profit, which in turn increases the demand for innovation, and so on. iPads, for example, seem to come out at least once a year these days, if not more often. Continue reading →