But not all apps and services will ask for only what is necessary. It makes sense to give WhatsApp access to your camera and microphone, as it can’t provide some of its services without this. When in doubt, give permissions on an as-needed basis. While app providers are supposed to provide clear terms and conditions to users about how they collect, store and use data, nowadays it’s on users to be careful about which permissions they give to the apps and sites they use. It didn’t need to “listen” to a conversation between you and your friend to do this.Įxercising your right to privacy is a choice They can then start to target you with ads based on not only your own data, but on data collected from your friends and family members using the same platforms as you.įor example, Facebook might be able to recommend you something your friend recently bought. In fact, AI algorithms can help marketers take huge pools of data and use them to construct your entire social network, ranking people around you based on how much you “care about” (interact with) them. Specific pages or groups you have joined or “liked” on the platform. Information shared with the platform by other advertisers or marketing partners that already have you as a customer Personal details you provided the platform (such as your age, email address, gender, location and which devices you access the platform on) Other ads you clicked on through the platform If you start actively liking posts about “mindfulness” on a social platform, its system will learn to send you advertisements for companies that can offer related products and content.Īd recommendations may be based on other data, too, including but not limited to: Either way, a message is sent to the RL agent about your personal interests and preferences. There are several machine-learning techniques in artificial intelligence (AI) that help systems filter and analyse your data, such as data clustering, classification, association and reinforcement learning (RL).Īn RL agent can train itself based on feedback gained from user interactions, akin to how a young child will learn to repeat an action if it leads to a reward.īy viewing or pressing “like” on a social media post, you send a reward signal to an RL agent confirming you’re attracted to the post - or perhaps interested in the person who posted it. These companies constantly seek to gauge the popularity of their products and how this varies based on factors such as a customer’s age, gender, height, weight, job and hobbies.īy classifying and clustering this information, advertisers improve their recommendation algorithms, using something called recommender systems to target the right customers with the right ads. The latter will host the marketer’s ads and grant it access to data it collects from you (which you will have given it permission to do - perhaps by clicking on some innocuous looking popup).Īs such, the advertiser can build a picture of your life: your routines, wants and needs. The third party will often be a marketing company in a partnership with the first-party website or app. Third-party cookies, however, are created by domains that are external to the site you’re visiting. When you visit a website, the website sends the cookie to your computer and your computer stores it in a file located inside your web browser. A web cookie (also known as an HTTP cookie) is a packet of data that stores information based on your activity on a website.
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