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What is computer vision<\/a><\/em>\u00a0(also known as \"machine vision\")? Here is company<\/a> that provides this service.<\/p>\r\n What is consumer journey mapping<\/em><\/a>?<\/p>\r\n What is a micromoment<\/em>?<\/p>\r\n[embed]https:\/\/player.wbur.org\/hereandnow\/2018\/05\/18\/microtargeted-ads-anatomy[\/embed]\r\n Benefits of Behavioral Targeting for the User:<\/b> Most users are strapped for time and only go online to catch up on the latest news or read some articles in between breaks from work or at night before going to bed. Site visitors will obviously appreciate it when they are greeted with content that jives with their interests. This saves the user time and provides the visitor with a richer experience.<\/p>\r\n For example, when you reach your personalized homepage on Yahoo!, you will be greeted with news articles and editorials that are customized to match or fit your interests. You have the option to stick with the recommendations made by the site, or change the settings so that the content that is displayed is exactly what you\u2019re looking for.<\/p>\r\n Behavioral targeting can expand the reach of websites, which makes it extremely useful for online publishers and website owners. It also benefits users and advertisers in the process. When properly implemented and optimized, it can serve to benefit all three parties, hitting multiple targets with one stone.<\/p>\r\n\r\n What to look for:<\/b><\/p>\r\n\r\n References<\/strong><\/p>\r\nPew Research Center (2014) \u201cPublic Perceptions of Privacy and Security in the Post-Snowden Era\u201d<\/em>http:\/\/www.pewinternet.org\/2014\/11\/12\/public-privacy-perceptions\/<\/a>","rendered":" Below: Tracking cookie notification from Mural.co<\/p>\n The concepts and technologies described in this module are perhaps the most important (and most controversial) when it comes to understanding the fundamental commercial value of SM and mobile apps. You may have noticed that SM and many mobile apps are free. How can these systems earn a profit if they are giving away the service for nothing?<\/p>\n It has everything to do with the “digital footprints,” or metadata<\/strong>, that people generate as they surf the Internet, view content, create posts within SM systems, and move around in their daily lives with their cellphones turned on. Metadata from users’ devices and web browsers is then captured by tracking systems embedded within websites and from inside mobile apps. For example, you will notice that the app settings of your smartphone allow you to control how data from your phone is transmitted to the app’s data and marketing partners. This data is then used to algorithmically predict an individual user’s interests, preferences, geolocation, movement patterns, and personal characteristics (but not their identity).<\/p>\n Research shows that ordinary people don’t like the idea that they are being tracked (Pew Research Center, 2014). 96% of iPhone users have opted out of app tracking<\/a> since iOS 14.5 launched. But then how bad is it, really? Aren’t there benefits to being tracked, from the user’s perspective? Isn’t it a convenient trade-off for the privilege of accessing all of these apps at no cost?<\/p>\n We will explore the value proposition of this arrangement in terms the unique circumstances of your proposed final project idea.<\/p>\n Before you become immersed in this chapter’s readings and media, there is one very important clarification you will need to understand when we refer to privacy<\/em> in the context of this week’s discussion.<\/p>\n Personally Identifiable Information (PII)<\/b>: \u00a0When we refer to metadata collected while surfing the Internet and using mobile apps,\u00a0we are not referring to PII<\/b>, or\u00a0Personally Identifiable Information<\/a>. An example of PII would be your name, Social Security number, passport ID, credit card numbers, and other similar information.<\/p>\n Instead, we are referring to tracking techniques that collect metadata through the use of\u00a0cookies and similar technologies<\/a>.<\/p>\n The difference between metadata and PII is significant. PII can identify you as an individual<\/em>, such as “Joe Schmo, who owns a house in Weare, NH, has four mountain bikes, has a son named Joe jr. who has ADD and goes to the Winchester private school.”<\/p>\n Tracking, however, is not<\/em> intended to identify someone individually. Instead, it is intended to synthesize\u00a0a profile<\/i> of an unnamed individual for the purpose of grouping the user with other people with similar profiles, such as: “A man in his early 50s who owns a house, has a family with school-age kids, and likes to do outdoor recreational sports.”<\/p>\n If you respond to this week’s discussion in terms of PII, you will have misinterpreted the focus of this week’s topic.<\/i><\/p>\n Consumer journey (or Consumer life journey):<\/b>\u00a0 Refers to two basic concepts: the path a person takes through online navigation to arrive at a desired location, and the actual path in physical space that a person follows as part of their daily movement. In both contexts, marketing analysts seek the points in the consumer’s journey that they are most likely to gain their attention.<\/p>\n HTTP Cookies:<\/strong>\u00a0HTTP Cookies<\/a> are small pieces of data sent from a website and stored on the user’s computer through the user’s web browser while the user is browsing on the Internet. Tracking systems embedded in a website can collect and store cookie data and use it to form profiles of users for marketing purposes and for predicting content affinity.<\/p>\n Location data (or Geo-Location):<\/strong> Location data can be acquired by mapping IP addresses (physical locations of Internet access points) or from the GPS data that is recorded from an activated cellphone.<\/p>\n Metadata:<\/b>\u00a0 A set of data that describes other data, or “data about data.” For example, when a person navigates the Internet, the Web browser collects information about what the user is seeking<\/em> such as which Web pages had been visited, how much time was spent on the page, what was clicked on, objects hovered over, and which links were clicked. The metadata does not identify the user, but it describes what the user interacted with. Marketing systems (trackers) are able to collect this information and algorithmically<\/strong>\u00a0derive the user’s interests and preferences without actually ascertaining the user’s PII.<\/p>\n Online Behavioral Targeting (OBT):<\/b>\u00a0 The process of placing targeted online ads that are specifically tailored to a user based on their metadata profile.<\/p>\n Social Informatics:<\/strong> The name of the area of research that is concerned with the design and development of “recommender systems” based on metadata.<\/p>\n Your objectives in this module are:<\/p>\n In the following readings and media, the authors will present the following themes:<\/p>\n The interactive image linked above is a simplified description of how SM works to personalize your online experience. Start at 12 o’clock, then move clockwise through the model. Click on each hotspot to see an explanation.<\/p>\n What is computer vision<\/a><\/em>\u00a0(also known as “machine vision”)? Here is company<\/a> that provides this service.<\/p>\n What is consumer journey mapping<\/em><\/a>?<\/p>\n What is a micromoment<\/em>?<\/p>\n https:\/\/player.wbur.org\/hereandnow\/2018\/05\/18\/microtargeted-ads-anatomy<\/a><\/p>\n This article details how OBT functions as a system and why it is useful for marketing and user retention. As stated, “Understanding clients on an individual level means you can create customized ads for them. When you know what they are looking for, it can revolutionize how you plan your marketing campaigns and the way you interact with them.”<\/p>\n Munro, B. (2024, June 27). A guide to behavioral targeting and the future of Digital ads<\/i>. Publift. https:\/\/www.publift.com\/blog\/what-is-behavioral-targeting<\/p>\n<\/div>\n Review the business proposition for Optimizely<\/a>, a randomly selected tracking company found in a browser’s tracker data:<\/p>\n\u00a0 \u00a0 Required\u00a0 \u00a0\u00a0<\/span><\/strong>\u00a0Article<\/b>: \"A Guide to Behavioral Targeting and the Future of Digital Ads<\/a>\" by Brock Munro, Publift<\/em>, June 27, 2024 \u00a0(10 pages)<\/h3>\r\nThis article details how OBT functions as a system and why it is useful for marketing and user retention. As stated, \"Understanding clients on an individual level means you can create customized ads for them. When you know what they are looking for, it can revolutionize how you plan your marketing campaigns and the way you interact with them.\"\r\n
\r\n\r\nMunro, B. (2024, June 27). A guide to behavioral targeting and the future of Digital ads<\/i>. Publift. https:\/\/www.publift.com\/blog\/what-is-behavioral-targeting\r\n\r\n<\/div>\r\n\u00a0 \u00a0 Required\u00a0 \u00a0\u00a0<\/span><\/strong>\u00a0Article: <\/b>What is an online tracker and what do they do? (15:00)<\/h3>\r\nReview the business proposition for Optimizely<\/a>, a randomly selected tracking company found in a browser's tracker data:\r\n
Welcome to\u00a0Optimizely.com<\/a>: \"Let\u2019s personalize digital experiences for your customers. Optimizely is the easiest and most powerful solution for transforming your customers' experience.\"<\/i><\/blockquote>\r\nNote how they refer to a personalized Internet experience as \"delightful?\"\r\n
\u00a0 \u00a0 Required\u00a0 \u00a0\u00a0<\/span><\/strong>\u00a0Video (22:00): <\/b>How is cellphone location data used to track human patterns of movement?<\/h3>\r\nThis webinar video is produced by\u00a0The Local Search Association<\/a> (now Localogy), a not-for-profit industry association of media companies, agencies and technology providers who help on-the-ground businesses market to local consumers. It explains in clear detail how smartphones allow anonymous data to be collected everywhere a person goes and how that location data can be used in a surprising number of ways to predict the best times and places to market to targeted audiences.\r\n\r\n[embed]https:\/\/www.youtube.com\/embed\/BVZc86CZovU[\/embed]\r\n
\u00a0 \u00a0 Optional\u00a0 \u00a0<\/span><\/strong>\u00a0Article: <\/b>One Nation, Tracked - An investigation into the smartphone tracking industry (20 pages)<\/h3>\r\n
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<\/p>\r\n\r\n\u00a0 \u00a0 Optional\u00a0 \u00a0<\/span><\/strong>\u00a0Article: <\/b>Do you have a Google account? Try checking how Google has determined how to configure your personalized ad experience<\/a>.<\/h3>\r\n\r\n
\r\n\r\n\r\nIf the articles above made you feel as though your privacy is being encroached, perhaps the next few articles will persuade you to think about the positive effects of tracking.<\/h3>\r\n
Under what conditions would a person\u00a0appreciate<\/em> having their Internet experience personalized to their interests?<\/h3>\r\n<\/div>\r\n
\u00a0 \u00a0 Required\u00a0 \u00a0\u00a0<\/span><\/strong>\u00a0The benefits<\/em> of Online Behavioral Targeting (OBT) (6 pages)<\/h3>\r\nRead the following excerpt below from an article, \"Optimizing Revenue \u2013 The 411 on Behavioral Targeting<\/a>\" (No author indicated), October 29, 2011. Retrieved 12-12-2015.\r\n
\u00a0 \u00a0 Required\u00a0 \u00a0 <\/span>\u00a0Article:<\/strong> Facebook describes how targeted ads are beneficial (2 pages)<\/h3>\r\nIndeed.com:\u00a0 <\/b>\"What Is Behavioral Targeting? Plus Benefits and How It Works<\/a>\" by Indeed Editorial Team, August 15, 2024. Targeted ads contribute to small businesses' livelihood.\r\n
\u00a0 \u00a0 Required\u00a0 \u00a0\u00a0<\/span> Article:<\/strong> Targeted marketing working too well (6 pages)<\/h3>\r\nForbes:<\/strong>\u00a0\"How Target Figured Out A Teen Girl Was Pregnant Before Her Father Did\"<\/a>. You've probably heard this story before, but here is the whole<\/em>\u00a0story from Forbes which you should read even if you already know the main details. \u00a0By Kashmir Hill, February 16, 2012. Retrieved 12-12-2015 from\u00a0Forbes Magazine<\/a>. [ Note: If your Web browser uses an ad blocker, you may need to disable it to see this article or open it in a different Web browser that does not have an ad blocker enabled. ]\r\n
\u00a0 \u00a0 Required\u00a0 \u00a0\u00a0<\/span>\u00a0Data:<\/strong> Generational differences in perceptions of Internet privacy (10 pages)<\/h3>\r\nThe\u00a0Pew Research Center\u2019s Internet & American Life Project is a non-partisan research group that conducts surveys to monitor public sentiment in a variety of topics. Read about\u00a0\"Public Perceptions of Privacy and Security in the Post-Snowden Era\"<\/a>\u00a0which surveyed American adults describing their views about privacy, and \"Teens, Social Media, and Privacy<\/a>\" which shows how teens share information about themselves online.\r\n
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\r\n\r\nOptional: Supplemental resources related to tracking, metadata, and privacy:<\/h2>\r\nFor students writing the dystopian fiction Option #2, for the Final Paper, you might enjoy this interpretation of an identity-driven future where \"points\" and metadata have been integrated into your life to an extreme.\r\n\r\n[embed]https:\/\/player.vimeo.com\/video\/166807261?h=983519e532&color=c9ff23[\/embed]\r\n\r\nHYPER-REALITY<\/a> from Keiichi Matsuda<\/a> on Vimeo<\/a>.\r\n\r\nOPTIONAL: People don't want to be tracked<\/strong>:\u00a0 Hoofnagle, Chris Jay and Urban, Jennifer M. and Li, Su. \"Privacy and Modern Advertising: Most US Internet Users Want 'Do Not Track' to Stop Collection of Data about their Online Activities<\/a>\" (October 8, 2012). Amsterdam Privacy Conference, 2012. Available at SSRN: https:\/\/ssrn.com\/abstract=2152135<\/a>\r\n\r\nOPTIONAL: <\/strong>Facebook's average revenue per user<\/a> as 2021, by region (in U.S. dollars).\r\n\r\nOPTIONAL:\u00a0<\/strong>An infographic<\/a> that shows all of the categories of companies that operate on consumer data between you and marketers.\r\n\r\nA list of companies that provide data analytics services for marketing<\/strong>:\r\n
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\r\n\r\nOptional: Supplemental resources related to social informatics<\/h2>\r\nIf you are interested in the contemporary issues related to social informatics, user privacy, and the science of social networks, look through the latest SocInfo 2017 Conference<\/a> program. Look through the conference topics and follow the proceedings. Here is a list of the presenters and their topics<\/a>.\r\n\r\n
\r\n<\/p>\n<\/p>\nOverview<\/h2>\n
Key Terms<\/h2>\n
What should you be focusing on?<\/h2>\n
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Readings & Media<\/h2>\n
\nThematic narrative in this chapter<\/em><\/h3>\n
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\u00a0 \u00a0 Required\u00a0 \u00a0\u00a0<\/span><\/strong> Interactive graphic: What is Tracking and How Does it Work<\/a>? (5:00)<\/h3>\n
\u00a0 \u00a0 Required\u00a0 \u00a0\u00a0<\/span><\/strong>\u00a0Radio (3:44):<\/strong> WBUR Here and Now<\/em>: “The Anatomy Of The Microtargeted Ad<\/a>.” Retrieved 5-18-2018. This short segment includes an interview with\u00a0Here & Now media analyst John Carroll who explains how a microtargeted ad is placed in front of a user. Key themes to listen for:<\/h3>\n
\u00a0 \u00a0 Required\u00a0 \u00a0\u00a0<\/span><\/strong>\u00a0Article<\/b>: “A Guide to Behavioral Targeting and the Future of Digital Ads<\/a>” by Brock Munro, Publift<\/em>, June 27, 2024 \u00a0(10 pages)<\/h3>\n
\n\u00a0 \u00a0 Required\u00a0 \u00a0\u00a0<\/span><\/strong>\u00a0Article: <\/b>What is an online tracker and what do they do? (15:00)<\/h3>\n