Psychological Targeting: What Your Digital Footprints Reveal About You | Sandra Matz | TEDxChicago
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- čas přidán 7. 09. 2024
- Columbia University Professor Sandra Matz is an expert in the field of Big Data and computational social science. In her talk, she explains the relationship between people’s digital footprints and their psychological preferences and shows how it is used as psychological targeting in the post-Facebook data breach world. Professor Sandra Matz of Columbia University is an expert in the field of Big Data and computational social science. She studies the relationships between people’s digital footprints (e.g., their Facebook profiles) and their psychological characteristics and preferences This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at www.ted.com/tedx
My fear is that emotions of fear, spite, and selfishness are more efficient motivators of behavior and are far easier to target.
A clear and concise explanation as to why psychological targeting should be completely forbidden.
The ethics of consumerism is the problem. It's like the difference between an admirer compared with a stalker...We might want to be noticed at times but we never want to be watched and studied continuously.
Constant surveillance reduces us to lab rats.
Personal data equals to potential money companies and affiliates can make off you. No way will companies proactively try to apply ethics into consumerism, they might if there's backlash that is hard enough to hurt their reputation, but otherwise... nope. More data, more money - for them.
So, this means that I left my footprint on this video along with 774 others
828
2360😅
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As much as I wish psychological targeting were used ethically, that's not the world we live in. Money > ethics. And we have a long way to go before money isn't the top priority for the vast majority of people.
Underrated comment
NO ONE likes to feel manipulated, regardless of the intent. If information is used in any way to influence someone against their very nature then this targeting is not welcome.
I like your first sentence best. The second would be much better without the words _against their nature,_ because even if not, this is wrong. As you rightfully pointed out on your first sentence _(regardless of the intent)._
It's the fact that it's not declared or transparent. If it's not manipulating us for power or profit, it'll be someone doing it 'for my own good'.
Well, start to not be manipulated 🤷
@@BioTheHuman are you SURE you're not being influenced?
@@cassieoz1702 every one is influenced. When you enter in a restaurant, you base your opinion on the dinner even from your first psychologic prejudice.
The "secret" to beat our prejudices and the influence from others is to know that things so that can you recognize it and understand that you're being influenced
So the main purpose of psychological targeting is understanding and engaging with people on a personal level? I thought it was about ads and profit...
The main purpose _could_ be "understanding and engaging with people on a personal level". Currently it is for the most part about ads and profit. The problem hasn't changed, only the tools that are used to increase problems.
For instance: a hammer is a good thing when used to pound nails to build a house or repair a fence. Yet a hammer can still be used as a very deadly weapon. In fact hammers were state of the art weapons before the advent of guns.
How much more brain damage do i need until im capable of seeing this this as a good thing?
Hopefully a *lot* more.
Many are so weak they fell long ago. That said, she is right that we need to get a handle on these things before they bring us further into destruction.
@@aylbdrmadison1051 rqewŕeeeeeeeq0
Qqq
No more than the average person.
@@aylbdrmadison1051 best of luck with that , honestly.
You have a beautiful soul and see the actual good use of that. Reality is: the real one who are already using it and will just scalars its uses, not for the sake of the people but for the sake of a very small percentage of it.
I'm surprised when an ad doesn't match my personality.
I probably don't supply much raw data, because I've never uploaded a picture of myself or my life under this name and on this computer, but still...
Isn't that data in itself?
@Berserker Yeah, but the thing is this is my only account, and even if it weren't the advertisers would still know everything that happens on this ip address.
The thing that i don't understand, is why people is scared about it? Let just ignore the illegal and illecite use of it (like any other human actions), there is nothing bad yo recieve a personalized ad, if you don't like it, just ignore ads... But i also share the will of the people who says "i want to be anonymous" but at the same time, is it possible? If you to do that, don't use websites. Like in real world, if you want to be anonymus, just don't use public places etc..
@@BioTheHuman Indeed, my friend.
Indeed.
I'm so glad I deleted my facebook account over a year ago. :)
Every social/website does the same thing of Facebook :)
The problem, as we saw with the last election, is those who are more selfish and self serving (lacking in morality/compassion) are far more likely to use such backdoor tactics that most often are implemented to go *against* what people truly want. These people have no concern for the welfare of others, so they will stop at nothing to gain the upper hand. Whereas those who are wiser and hold to the values of justice and equality are far less likely to use such a sneaky and hidden tactic.
People need to learn why compassionate leaders are best for all of us. And why we should be extremely wary of those who obviously biased towards others.
situationial inherent varables overlooked situations becomes problamatic concerning us all
😊👍👍Thank you. I knew by the subjects researched by me and the recommendations put forth through ads and suggestions that digital tracking was happening. Also, there is sound/voice/video tracking which is too intrusive. It is good that my research interests are enhanced with more and expanded content. It does not bother me to have ads narrowed more towards my likes/dislikes. It is wonderful to be educated by your open and objective talk today.
Hii
From a client point of you this is a perfect advert for fb
I agree with you but there must be ethical as well as legislative boundaries to regulate this technology cause it's already moulding our behaviour to the advantage of few. What if somebody don't want to be tracked 24×7? What if our constitutional right to be forgotten violated? What if this technology falls in wrong hands? What if it is used for psychological pressurising or simply systemic psychological pushing of a person towards a decision to buy or not to buy a product. Look , it's not the technology which is a problem, but it's us(human) which is a problem, cause we don't know ourselves and we would always lag in knowing ourselves than the machines. Psychological targeting is already everywhere and we must be provided a way not to be psychologically targeted. It's our right and we must demand this.
"The gun is not wrong; murder is."
-omer
The hammer is not wrong, because it is a tool for constructing, not destruction, even though it can be used for violence. The gun however was created solely for killing, it has no constructive use, other than defense against other guns. Personally I wouldn't hesitate to use one if needed for defense. Idolizing guns however is indicative of an appetite for destruction.
At what point do the systems stop needing humans to facilitate their goals?
One of the most important questions we need to be asking now.
If we aren’t already there, we’re damn close.
Very interesting, nice to know
did we forget that website that shows your entire social presence on the internet as just a random number. but has all your details and personality nailed down to the teeth.~.~
Psychological targeting is not new as such, but the tools to target are. Constant surveillance of people's activities and presenting them information using specific imagery, music and wording (ads and propaganda) IS highly manipulative.
Critical thinking should be a required subject in our schools! 👍
Ok I understand it deeply now I just decrypted the psychology of a person whom I know as a well behaving guy and an optimistic person but after analysing his mobile data and decrypting his chats and what websites he visit I waa shocked and never looked to him the way I used to
I have sooooo stopped using Facebook three years ago.
My life is none of Facebook's business
watch on 1.5 speed
The computer surveillance systems already know us as well as our spouses, which arguably means they know us better than we know ourselves. I bet it won't be long before Amazon delivers items to our doorstep that we didn't ask for, but we will reluctantly pay for them because we need them.
They tried making it positive in the end... But we all know that everyone steals and no one gifts if they know that you don't know
For those that stated they don’t use Facebook so they aren’t tracked, Google tracks just as much or more than Facebook. Your web searches when using their browser or even just having the Google tab up when using another browser, the CZcams videos you watch. Even when using Google maps...it’s all recorded.
I am scared and hopeful at the same time.
Tools are used for what we decide to use them for. The intentions can be either good, or bad.
@@aylbdrmadison1051 aye!
I’m spooked and excited 😆
Excellent speech.
Superb speech Sandra ma'am👍👍👍💪💪💪👌👌👌👌👌I enjoyed lots ❤️❤️❤️🕺🇮🇳
Vijay rajan gjycj6d
Hello and Namastey Mam ur pic of Extrovert & Introvert both r same & in close area & pic of extro is outdated
I still do not use Facebook
excellent point of view...
can we have a session with Sandra Matz for our upcoming research please
Someone will be my friend🤗🌹🌹
Hats off 🙏
Consumers should be paid by the companies using their data, and get a share in the profits generated by the companies. Because, without the data, the companies would have to resort back to pre-digital marketing times... Something to really think about.
She uses Microsoft Word to write dissertation?
I write... Use Microsoft while peers prefer Scrivener
@@reverentconsciousness8767Maybe different fields, my peers all use latex.
IKR. She should totally have used Emacs.
Or Nano 😊
@@owenwong765 Yes it depends on the field. Across all academic disciplines LaTeX is not that popular, however people in the LaTeX world think that everyone uses it. It's weird.
When you click so fast that you can‘t read comments
lol
We shouldn’t be scared of this just because it’s new. Any ad “manipulates” us in a sort of way, even if it’s not personalised. So what’s the big difference? All we need are some laws that can regulate this, for example banning its use for political reasons, to spread fake news or things like this, but what if they know I like makeup and put advertisements about that? Why should I care so much? It’s not like I have the supreme truth and what I think it’s absolutely and always right, so why would I even care if someone tries to change my opinion? It’s what we do everyday
There is not just footprint. There is a model of you.
Is it possible to learn these powers?
This profiling always seems to be one direction - from a company to a consumer. I would like to see profiling work both ways. For example I only want to buy from companies that share my social goals and avoid those that are hostile to them. From a policy perspective, wouldn't it be reasonable to require any organization that uses psychological profiling to provide detailed information about their operations to allow consumers to decide if they are worthy of the consumer's attention.
Dark Net is a haven for introverts I assume.
Very interesting 🤔
....anybody read Feed by MT Anderson?
Blues won the Cup!!
Ethical Use YES! DREAM ON LADY! or as they say WAKE UP and SMELL the STENCH!
Can't really fall for these adverts if you have an advert blocker
The end was completely ruined by her political bash.
Apparently everything must be political these days ...you know, just to casually divide people...
Your talk contradicts your topic. Psychological Targeting - isn't that by itself a negative phrase? Targeting? And that to, Psychologically? In simple layman words it means secret and covert manipulation of the mind of the person while he or she is unaware of being manipulated. Dangerous power to be given to anyone, no matter what. Dr Sandra - I am not sure I can trust you with my mind. You seem unethical.
In a true democracy you, the citizen, vote for or against a law.
In a manipulative democracy you vote for or against an unknown speaker who does your voice over.
some how the internet is very at correctly targeting me with the right ads.
What if you are in the middle?
Tech is ruining out life. Our freedom.
I think psychological profilers give themselves way too much credit thinking they can target people, stuff them into nicely confined and labeled boxes so we can be ‘obedient’ consumers. We’re human. People are way more complex than what they chose to search up online. You can’t just claim to know someone more than they know themselves just through browsing. There’s a life beyond just Internet activities. Marketers like to get ahead of themselves by thinking they can control and manipulate the average consumers. Albeit, I do give them credit, as some or possibly a majority of people can and will be easily manipulated through data gathering as some or possibly most people can easily conform without questioning, as critical thinking isn’t a highly valued source when it comes to social media in general, but rather a space for social conformity and compliance.
Very nice mam
Thanks for like my comment
Thanks
realise dat 8 years ago .so true
Am I the only one creeped out by Sandra Matz?
Why just 77k views?
True
The only thing targeted advertising does in my case is try to sell me things I already have. Good job Google.
Te vaya bien te vaya bien sodios que cuidarte muchísimo cuídate
pls let me vomit on the floor while you tell me privacy breachs and psychological targeting is necessary for our democracy.
"Besides her academic, Sandra Matz consults and delivers talks for companies on the topic of personalized digital marketing, persuasion, and recruiting. "
tell me about your agenda.
Wow, that's mind-blasting enlightenment about the speaker herself. Is it true?
@@ashutoshtripathi1063 not sure if that's sarcastic, but if not: it's directly from her own website
I'll watch the video again, because if so, that's obviously important info, but I don't recall her saying that. However, I do remember her talking freely about the companies she's worked for. If anything that would imply she's not hiding anything (though implications are only that). That said, it's obviously super important what companies, what their intentions are, and their history. Sure most companies are fueled by greed, but not all. That would be an illogical assumption.
I WILL NEVER HAVE A CHIP! I WILL NOT TAKE THE MARK OF THE BEAST!
U already have.
@@agustasister5624 😂
Your First ERROR! Position Identified!, Second ERROR....NEVER say NEVER!
you comment on youtube. which is owned by google. your "chip" is already digitally on you and it's already being used lol.
Your mark is your social... You dont exist without one OR a fake one.
innit lads
Hii bro
Tristan harris should watch this . Probably he forgot the advantages of psychologically manipulating people in the documentary XD.
It's creepy for sure.
Hi
really naive to believe she's one of the first scientists to study psychological targeting aka psyops
Eid Mubarak 2 All of u ❤🇵🇰
OII BRUV FIRST
extroverts are somewhat similar to agreeable people.
Quem viu o nome corinthians? 5:35
😇😇😇
5:29
There are several opijion about any subject of researchibg in real! So, the Nature prepared the humans to be intresting and have differences but not in ORIGIN of Person as is uder the 95% of SUBCONCESCIOUSNESS IN YOUR LIFE bur ONLY 5% OF cretive Life! Do working means to have TARGET,TO MAKE IT POSSIBILE AS marketing business as well and so on! NO MISTIC,NO IMPORTANT ,JUST BUSINESS!
Why are introverts so obsessed with silence and solitude?
It is probably lack of resilience.
Ok, algorithm can judge better..this is future guys
what did she say? chips in our bodies? nah!
oh I'd like to vote, but I don't know on who. and we don't get taught anything about politics unless you choose it yourself. and the only time we get taught politics, is when your twelve! it still takes 6 years till you can vote, and you get 2 years of politics at twelve years old.
She sounds... European, maybe by birth and maybe growing up, perhaps living in america for a while.
Wait why am I pretending I'm sherlock holmes?
Damn, I'm arrogant...
sounds a bit german
@@AnymMusic Indeed.
Legs4daze
Criminals are disagreable, competive and critical.
Regardless of who uses psychological targeting: I'm not a fan
@5:34 - once again, only two categories? Plus, those two categories could also be called emotion-driven fundie Christian versus rude, rebellious and boorish adolescents.
She demonstrated Introvert/Extrovert, as well as Trusting/Critical. I assume the actual categories in use to identify and catalog every part of our being are countless.
@@TomlinsTE - I agree that the categories that could be used are countless, and likely whatever categories they do use are, due to proprietary concerns, not freely available to the public. But two - or four, or six - categories give a truncated viewpoint of humanity's range of emotions and experiences. On the other hand, if the algorithms and categories that such companies use are that limited, it means there's a lot of variance in the system. This would allow significant numbers of people to slip through the cracks or be at least partially unpredictable.
@7:02 - aka deeply narcissistic.
Oh! Kewl! I'm a -critical- disagreeable thinker.
Hii bro
Hi first
Disagreeable people live a very chaotic life.
You had me until Hillary Clinton.....
Nothing new about this.
1984 is our new reality :D
it's out there and it's effective :D
and for me personally, this is as exciting as it is scary :D
ಠ_ಠ
legs for days!!! what she was saying?
Damn, i stayed for them !
using psychological targeting even in giving talk... 10:00 Best part of this is people think you cant create their profile.. lol
It was rather unsubtle, wasn't it?
TED audience are high on openess to experience. Conscientious people are unlikely to watch TED talks because they are closed minded.
Why every woman in TED is hot?
with tist long legged blue snapper strutting before us how // who cares bout market targeting // wow give me mercy I cant look any more drain me when its over gommer // figured it out its the wrikeliey knees that breaks up the mold
Dude there is no way i can understand ur english!!!👀... to worsen the matter am not near a dictionary... i suppose u r a freak of reading books with complicated vocabularies😉😉😉
@@shukajr
No, I'm a native speaker and I cannot grasp any meaning from his comment.
William, you're on youtube for godssake. don't speak shakespearian, speak english