We built Idka in response to a growing concern for privacy online - an alternative to social platforms that track, use and sell user data. Delete social media accounts that track you, and use alternative social platforms that don’t exploit your data. Start using encrypted searching, such as Duckduckgo, where you’re less likely to be profiled. We need to step away from the madness, take back control of our own choices and reclaim facts. Until that happens, the internet seems to be becoming a big psychological experiment. This one regulation would solve many of the problems born of social media and the Internet without regulating companies individually. Rather than banning Facebook or Google, we should ban behavioral advertising and the gathering and selling of psychographic data. If we cannot discern the truth for ourselves, we not only give up free will and self-determination, we give up democracy.ĭespite all these real consequences, behavioral advertising remains completely legal. With no clear truth, people tend to react from an emotional gut-level or what “feels” true.Īccording to a recent Pew Survey (via Intelligencer), most Americans don’t know or understand what information is being collected on them by Facebook or how it’s being used. That means there is no one guarding against the unprecedented amount of misinformation available. Exacerbating this problem is the fact that the “truth in advertising” rule doesn’t apply to political campaigns. The result of all of this has been a fundamental breakdown in trust among people and democratic systems. Travel sites and search engines also uses cookies to track what kinds of hotels and flights you search for, so that they can continue to target you with related ads as you surf the web. Online shopping sites, for instance, use “ cookies” to track what people are shopping for so that they can continue to show you related ads, even as you visit other sites. The techniques are widely used by marketers to better target potential and existing customers. There are certainly many other examples of companies using behavioral advertising and psychographics. But Facebook scored more advertising dollars because people clicked and share more frequently when fear and outrage were activated. But because the information was being shared among trusted groups, emotional credence was given to lies. The algorithms pushed forward information that would engage these emotions, whether they were true or not. Then, using psychographics, it used artificial intelligence (AI) and algorithms to push forward news feeds that engage two other powerful human emotions - outrage and fear. The company began by bringing friends and family together on its platform, creating communities of trust. Facebook’s original mission statement was “To give people the power to share and make the world more open and connected.” In 2017, Mark Zuckerberg revealed a new mission statement: “Give people the power to build community and bring the world closer together.” Facebook started this psychological experiment with a key human element - trust. While Facebook is just one example of a company that uses psychographics on users, it is also the company we hear about the most, in large part due to the enormous influence it has had over individuals and societies. Psychographics is used widely in marketing, particularly by internet-based organizations, to determine how best to target users with messages and/or advertisements. The aforementioned companies are able to tap into behavioral advertising by utilizing psychographics, which is the study of human behavior that taps into an individual’s interests, values personality traits.
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