TECHNOLOGY MAKES US A
MARKETING TOOL, DEMOGRAPHIC,
What do they know about us?
By: Michael Burnie & Evan Pugh
Advertising in our world and the
Targeted advertising & Facebook
Internet privacy: Twitter, Google, Microsoft
Every day, people are subjected to several
forms of advertising, much of which is
Data from photos, videos, sites you visit, and
the products you buy are all used to market
For most people, internet privacy is
As technology advances,
people are exposed to more
advertising throughout the
It is easier for businesses to advertise
digitally now that more people have internet
access on the go.
Advertising is being found in more and more
places in the digital world.
For 2012 in the US alone,
36 companies spent over
1 billion dollars annually in
advertising, with Procter &
Gamble spending the most at 4.9 billion
Although more advertising dollars are spent
on television, the digital market is growing at
a much faster pace.
A type of advertising that is tailored to
consumers based on demographics,
behaviour variables, and other information.
Businesses can learn about you through
what you buy, search,
browse, and through your
TARGETED ADVERTISING: FACEBOOK
Facebook’s primary revenue stream is through
advertising, thus they have very powerful algorithms
to direct ads on you
The more information you provide Facebook (willing
or not), the more direct ads you will see.
“It turns out that your friends are used to fill in the
gaps… Even a barebones profile has a few bits of
information about you” (Klosowski, 2013).
Luckily, there are methods for
blocking the targeted ads, including
through Facebook preferences and
How many websites do you visit
on a daily basis?
Do you visit these websites on a
computer or a mobile device such
as a phone or tablet?
Do Facebook, Google, Microsoft, Twitter, and
other large IT businesses really value your
Many people agree to license agreements
presented to them without reading the
Most mobile phones today have GPS built in,
which can be used by Apple, Google, etc. to
target advertising and predict behaviour.
INTERNET PRIVACY: TWITTER
From Twitter’s Terms of Service:
“you grant us a worldwide, non-exclusive, royalty-free license (with
the right to sublicense) to use, copy, reproduce, process, adapt,
modify, publish, transmit, display and distribute such Content in any
and all media or distribution methods (now known or later
Posting Tweets grants them
rights to reuse your content
however they wish.
INTERNET PRIVACY: GOOGLE
Google introduced a unified
replace their existing 60+
policies from the services
This policy was reviewed and criticised as being
too vague. It does not outline how they are
going to specifically use users’ information.
Policies are intended for outlining specific
details regarding data usage.
INTERNET PRIVACY: MICROSOFT
In May 2013, Edward Snowden of the CIA
released information regarding top-secret US
and British government mass surveillance
Microsoft provided the NSA with chat messages
sent over their Outlook portal, including Skype
Even though this violated Microsoft’s privacy
policy, Microsoft provided a great deal of
information to the United
INTERNET PRIVACY QUIZ!
Do you read privacy policies, or research
them, prior to accepting them?
Do you change your privacy settings on
Facebook, Google+, and other social
websites and applications?
Do you carefully monitor the information you
provide on the internet?
Do you often use different passwords (or
variations) for different websites?
Chances are, none of us can say yes to all of
these questions. Even if you can, your
friends and family may be providing
information about you without you realizing it.
Although it’s becoming more difficult to keep
your privacy, simply be careful to:
review the policies you accept and,
screen the information you give out on the web
Companies will spend a great amount of money
to expose you to products and services, most of
which are targeted towards you.
Although big businesses today have a lot of
control over your information, there are ways of
protecting your privacy.
Don’t allow businesses to take advantage of
you. They serve us, not the other way around.
Our private information does not exist to line
their pockets, and you have a right to hold
Austin, C. (2012, November 11). THE BILLIONAIRES' CLUB: Only 36
Companies Have $1,000 Million-Plus Ad Budgets. Business Insider.
Retrieved from http://www.businessinsider.com/the-35-companies-that-
Gleeson, B. (2012, November 20). TV Advertising VS Digital Marketing. Forbes.
Retrieved from http://www.forbes.com/sites/brentgleeson/2012/11/20/tv-
Klosowski, T. (2013, April 11). How Facebook Uses Your Data to Target Ads,
Even Offline.Lifehacker. Retrieved from
Piermont, E. (2013, July 11). Microsoft helped the NSA bypass encryption, new
Snowden leak reveals. Russian Times. Retrieved from
Terms of Service. (2012, June 25). Twitter. Retrieved from https://twitter.com/tos