This document discusses how technology and social media platforms collect user data for targeted advertising purposes. It explains that companies like Facebook, Google, and Twitter collect data on user behavior, interests, locations and connections to target ads. While this allows for free services, it also compromises user privacy. The document encourages users to carefully review privacy policies, control what information they share, and be aware of how their data is being used for marketing.

1. TECHNOLOGY MAKES US A
MARKETING TOOL, DEMOGRAPHIC,
AND TARGET
What do they know about us?
By: Michael Burnie & Evan Pugh

2. AGENDA
 Introduction
 Advertising in our world and the
digital world
 Targeted advertising & Facebook
 Internet privacy: Twitter, Google, Microsoft
 Quiz
 Conclusion

3. INTRODUCTION
 Every day, people are subjected to several
forms of advertising, much of which is
targeted.
 Data from photos, videos, sites you visit, and
the products you buy are all used to market
you.
 For most people, internet privacy is
compromised.

4. ADVERTISING
 As technology advances,
people are exposed to more
advertising throughout the
day.
 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.

5. ADVERTISING CONT’D
 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
dollars (Austin).
 Although more advertising dollars are spent
on television, the digital market is growing at
a much faster pace.

6. TARGETED ADVERTISING
 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
connections.

7. 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
ad-blockers.

8. 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?

9. INTERNET PRIVACY
 Do Facebook, Google, Microsoft, Twitter, and
other large IT businesses really value your
privacy?
 Many people agree to license agreements
presented to them without reading the
content.
 Most mobile phones today have GPS built in,
which can be used by Apple, Google, etc. to
target advertising and predict behaviour.

10. 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
developed).”
Posting Tweets grants them
rights to reuse your content
however they wish.

11. INTERNET PRIVACY: GOOGLE
 Google introduced a unified
privacy policy in 2012 to
replace their existing 60+
policies from the services
they offer.
 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.

12. INTERNET PRIVACY: MICROSOFT
 In May 2013, Edward Snowden of the CIA
released information regarding top-secret US
and British government mass surveillance
programs.
 Microsoft provided the NSA with chat messages
sent over their Outlook portal, including Skype
and SkyDrive.
 Even though this violated Microsoft’s privacy
policy, Microsoft provided a great deal of
information to the United
States government.

13. 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?

14. QUIZ DISCUSSION
 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

15. CONCLUSION
 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
private information.

16. REFERENCES
 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-
spent-1-billion-on- ads-in-2011-2012-11?op=1
 Gleeson, B. (2012, November 20). TV Advertising VS Digital Marketing. Forbes.
Retrieved from http://www.forbes.com/sites/brentgleeson/2012/11/20/tv-
advertising-vs-digital-marketing/
 Google's privacy policy branded 'too vague'. (2012, March 9). The Telegraph.
Retrieved from
http://www.telegraph.co.uk/technology/google/9133222/Googles-privacy-
policy-branded-too-vague.html
 Klosowski, T. (2013, April 11). How Facebook Uses Your Data to Target Ads,
Even Offline.Lifehacker. Retrieved from
http://lifehacker.com/5994380/how- facebook-uses-your-data-to-target-
ads-even-offline
 Piermont, E. (2013, July 11). Microsoft helped the NSA bypass encryption, new
Snowden leak reveals. Russian Times. Retrieved from
http://rt.com/usa/microsoft-nsa-snowden-leak-971/
 Terms of Service. (2012, June 25). Twitter. Retrieved from https://twitter.com/tos