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Personalisation vs privacy: a ‘stark and explicit’ trade-off

In the battle for consumer attention, internet companies have long attempted to personalise their services and offer tailored content. Netflix and Spotify have both built loyal followings on the strength of their recommendation algorithms, and businesses are adept at using data from Facebook and Google to target their advertising. The nature of targeted advertising and recommendations means that businesses know who their customers are and what they are interested in — and much of this information is gathered with little informed consent from the consumer. Read More...

In the battle for consumer attention, internet companies have long attempted to personalise their services and offer tailored content. Netflix and Spotify have both built loyal followings on the strength of their recommendation algorithms, and businesses are adept at using data from Facebook and Google to target their advertising. The nature of targeted advertising and recommendations means that businesses know who their customers are and what they are interested in — and much of this information is gathered with little informed consent from the consumer.

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