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  • Theo.

  • When was the last time that you actually read the terms and conditions before going to the next step?

  • When was the last time you questioned whether your private information is going to be shared with anyone?

  • And when was the last time even questioned if your private information is being used against?

  • Good evening, ladies and gentlemen, My name is Anna Rosa, and I'm extremely honored to be here.

  • Today's topic.

  • It's about a very critical, significant danger that it is happening in society and is affecting our lives.

  • But unfortunately, it's not being much trending.

  • And I'll tell you why I told so how much marketers are influencing our very personal lives.

  • How much do they know about our personal lives?

  • And how much did they have the power to manipulate and change our behaviors?

  • And I know my raise a hand.

  • If you have ever, ever thought that the advertisers and marketers are actually listening to your microphone.

  • For the record, this is almost every single person in this conference for some why, If that's the case, why is this the matter?

  • Before answering that question, I'm gonna give you an insight about data.

  • So what do we know about data that is currently the most valuable assets in the world?

  • It's currently more valuable than oil, more valuable than gold, more valuable than diamond and by far more valuable than any currents.

  • The richest companies in the world are some technology companies that they know how to use this data effectively and efficiently and without the data you can't really operate.

  • So in order to understand if marketers can really listen to your microphone and if they are really listen to microphone, we have to divide it into two different sites.

  • There's a technical site, and there's a legal site which we are gonna understand.

  • So for easing up the whole process and making it more tangible for every single one I have chosen an example.

  • I've chosen Facebook is an example because most likely you have either Facebook Instagram.

  • What's up messenger possible?

  • You are aware with the advertisements you get from a company like Facebook.

  • So for a company like Facebook, is it technically possible for them to listen to your microphone?

  • Off course it is.

  • All they need is some strong processing powers to detect what you're saying and record.

  • It's and then understand its which really, really easy.

  • And with it a useful off course, it would be useful.

  • Why?

  • Because they're not only gonna listen to what you're talking about, they will see the emotions attached to what you're talking about.

  • In other words, they're not gonna see me.

  • What's you saying?

  • They also understand how you say so if you five if you this morning we're talking about coronavirus, they could understand.

  • One of you is just making jokes about it three or fewer, just absolutely panicking to death about it on one of your in between.

  • So therefore, based on the way we talking about, they can detect what you are saying and because they have your self demographics.

  • They have your geo location and they have the information about you.

  • They can most likely detect who is speaking, so this information will be beneficial for them.

  • And there's a legal site.

  • So Facebook has clearly mentioned this in many different places in different conference rooms and indifferent exhibitions.

  • Even in the court, The CEO, Mr Mark Zuckerberg, has told that they do not use the microphone.

  • So why is it that pretty much every single person things they are.

  • Listen to your microphone.

  • The truth is they don't listen to him.

  • The truth is, they know so much about you already.

  • And they are accurately predicting your decisions.

  • Your interest, your behaviors.

  • Okay, so let's take a look.

  • What they already have from you.

  • They have yourself demographics.

  • They know your name, your date of birth.

  • The country you were born in the college you went.

  • They know your pictures.

  • And therefore they know you looks, they know your friends and your family.

  • They also know you're best friends, right?

  • You go on your instagram, they bring the feet according to the people that you have the most interruptions with.

  • So again, you have many, many information out there that you might not even realize you are giving it to them.

  • They have your browsing habits based on the browsing habits.

  • They know what you're gonna like so that my explorer would be so different to my mother's.

  • My mother's gonna be all about cooking's and makeups.

  • Mine is all about entrepreneurship and full Okay.

  • They know you're browsing habits and they know your search history based on the search history.

  • And you're browsing habits.

  • They know your sexual orientation.

  • They know what team you support.

  • They know what is your religion.

  • They know what sort of vision you have.

  • Tools, politics.

  • And they can also predict what sort of things you are thinking about different dynamics.

  • So all these three are the things that Facebook is collecting, directing.

  • And there are some stuff that they collected in dark.

  • So cookers and pixels most likely you'd know about them.

  • And there are thousands and thousands of what science using it in order to provide re marketing.

  • Re marketing is when you check your website and then you go in another Web site or you go in a different media or device and you see their acts because he simply went to the website.

  • So I'm gonna tell you one thing very short and quickly.

  • Facebook doesn't need to listen to your microphone.

  • They don't need to.

  • So they know it's not that they don't have enough information to do.

  • That's why they don't need to listen to you.

  • I'll tell you how it works.

  • Let's say this morning you were telling your friends in the library that Okay, I am panicking about coronavirus and I'm no longer going to study in this library.

  • I'm going to search for some meeting and private meeting rooms in a hotel, and I'm gonna go study there, and then you search for meeting rooms around me, and then you click on the first thing.

  • There's a cookies coming up.

  • You just ignore it.

  • You press okay.

  • And then after two minutes, he said, Okay, never mind.

  • You look out from your library computer and you come out.

  • You're sitting here in your break off course not Now you're exploding on your phone on your instagram on the fast advert that comes to you, you see.

  • Oh, my God.

  • There's meeting rooms available from £10 an hour and then you start panicking about the severe Oh, my God.

  • Till yesterday, I was lonely even searching about this.

  • But right now, I was speaking with my friends about this when I told them I'm panicking and I'm not gonna study in the library anymore.

  • I'm looking for meeting rooms.

  • As soon as I said that they started advertising me.

  • So they're listening to my microphone.

  • The truth is no.

  • You this morning searched about the meeting rooms and then you accepted the cookies, and you were connected with the same email address that it is connected to your instagram.

  • So buy cookies that you accept it, which didn't obviously read the terms and conditions when you wanted to do that, you allow them to use your information that you are interested in meeting rooms and they can understand what the most valuable things for you because he's such cheap.

  • So you're looking for something cost efficient, and that's how they talk it.

  • So I've got a question that if we know this, why is this so acceptable?

  • And why is this so normalized?

  • The reason I asked this is because when I'm invited to speak in different conferences on different events or even different universities, I talk about marketing.

  • I talk about entrepreneurship, and I may be talking about business, but there is a big part of it was his ethics, and it's about privacy, which is really important because it's beyond business and money.

  • It's about humanity, okay?

  • And I can see genuinely that elderly people are so passionate about this topic.

  • But when it comes to university students, they seem not that passionate about it.

  • I always had this question So my team did the research.

  • Interestingly, all the information that it is out there about privacy over 85% of them are produced from the people who were born from 19 eighties before.

  • So interestingly, there is a link there.

  • And I was always thinking, Why is this the case?

  • So we started interviewing different people and we realize what is the case?

  • The case is because when you use to be grown up and raised with the Internets and any homework assignment, anything that we wanted, we would just one step away from Google and everything was so open.

  • Source and trance parents were kind of okay with the fact that our information would be transparent as well.

  • So more marketers have full steps in order to change or influence you, they can change your mood that can change your behavior.

  • They can change your habits.

  • And the biggest challenge for any markets are out.

  • There is to change your mind sets.

  • So in order to change your mood, this is pretty much the easiest thing.

  • Every video on tech talk can change your mood.

  • So in order to change someone's moods, you only need to second and it's the easiest thing.

  • But if you want to change someone's behavior, you're only don't need emotion.

  • You need some facts, some figures you need some more just emotion.

  • And in order to make that behavior into a habit, you need to make those proofs on those results consistence.

  • And if it's not consistent, this may not lead into a habit, and it might just stuck and stop at the behavior stage.

  • So once you change someone mood, you change someone behavior and you make them consistent on that was remaining in the habits.

  • Then you try to make even more and father, you bombard them with the personalized content to take them and change mind sets.

  • This is so difficult they might be able to change some like tiny people's mindsets, but not the general perception of the society, because that would be so difficult or technically impossible.

  • But I am gonna review the secret tonight.

  • I'm gonna tell you how they do this.

  • There is a simple secret sauce behind it, so the secret that they do is they don't target everyone equity.

  • So what does that mean?

  • Let's say there is a social movement going on or there is a political election or there is a change in the law.

  • Or there's something beyond just cells and business, something that would matter for millions and millions of people.

  • So what they do is they collect a country.

  • Let's say United States OK, they will divide it into school, small fences, g o location, fences.

  • And then they would understand which people are the most easiest people to change their minds, the people who usually have the higher click rates.

  • So the one that you see every other and they click on it, most likely they buy from it or the people who are most likely to change the sides are actually really understandable from the behavior on social media.

  • And Facebook has the information, and many other companies also have the information, So they are called the people who change the sights, change their beliefs and change their opinions much quicker than the others.

  • We call them the Persuadables.

  • So let's say there is an election going on in the country, and this is a town where let's say 100,000 people, which 60,000 of them are able to vote, and then this is another competitive town for that country and therefore they would target the people who know they are gonna be persuaded.

  • It's why are they gonna target then and not the whole society?

  • Because they know that gonna take so much time and not a great return off investment.

  • So they look at the R.

  • O.

  • I and the people who are the persuadables have the highest return of investment.

  • So with the lowest budget in advertisement, they can change their side.

  • So what that happens is they will produce the data.

  • The data will be then used just like a boomerang.

  • You produce the data, the data goes there, they analyze your data and then the markets you back with some personalized messages.

  • This is the dangerous part of it.

  • You produce the data, you give them your data, and then it's gonna be used against you just like the memory.

  • So what happens is they will find the persuadables.

  • They will then bombard them with some personals content, personalized messages in order to change their perspective.

  • So what happened is all the time.

  • They will turn from yellow to red.

  • So this is the concept.

  • They do this with not only one town but in fact all the different towns that they would find.

  • So they won't focus on a steak, for example, to change perceptions.

  • And therefore, as a result, the whole state will change from yellow into into Rhett on dhe again.

  • This is not only about one states if they wanna win in a social movement in a political movement or anything that is beyond just cells, they would do that with the whole country, and eventually the whole country will turn into direct.

  • And then why is this dangerous?

  • Or why is this even something we should care about?

  • What is this something we need to actually know about?

  • So this will become more dangerous for many different reasons, because right now, the information that you have out there, it's just basically some data that it's been used on.

  • There are many different ways that they are allocating the victor, but there will come a day that a I will integrate into its so there would also know your emotions as well as a data into it, and that would be so more dangerous.

  • But it will come even more dangerous when you realize this platform can be no longer about cells.

  • It could be about politics.

  • It can be about social movements.

  • It can be about changing the law.

  • So what happens is you can see the society changing perception without you realizing it.

  • So where is your data that is in Facebook?

  • Where's your data?

  • They be using Apple.

  • So where is your data that's being used on Google?

  • We know we don't know pretty much.

  • No one knows.

  • So there is a difficult part about this, which I think it's even more more dangerous, Which is when you talk about this.

  • It's no longer about who puts the truthful, correct.

  • They're beneficial and the rights content out there.

  • It's just a betting game.

  • It is just about bidding.

  • So if you have ever done advertisements on Google on Bang on Yahoo on any of these platforms, you know, this is how it works.

  • You say I paid £2.

  • I want to be the first link.

  • Someone else comes.

  • I paid £2.20 will become the first thing you will become.

  • Second, someone else comes.

  • £3 will become 30 so eventually they don't see who is providing the best contents or if the continents even shoot If the constants gonna benefit society, it's just gonna be about money.

  • So it comes to a point that only people with the highest amount of wealth have the highest amount of power and manipulations tools the society.

  • Well, that means is it wouldn't be us who can change the results of the election.

  • It wouldn't be us who can inform the world about global warming, because why the people with the highest wealth can determine what we think about global warming.

  • The people with the highest amount of wealth can determine what we think about coronavirus, that people with the most amount of wealth can most likely determine what will be the result of the election next time.

  • So what is it that I'm talking about?

  • And how is that related to control?

  • Delete.

  • It's really relevant when you realize there is so much information that it is interconnected with your information and you should realize that the data you put out there it's somehow used against you on this is dangerous.

  • And we need to stop this.

  • Why?

  • Because it will come to a point where we gonna have a very dangerous element for our cells, for even our Children that they might not be able to have a truthful election, truthful movements or even the right information and the truthful results and the news that's happening around the world.

  • So we need to raise the awareness when it to educate ourselves of our privacy.

  • Most importantly, we should try to avoid putting too much data.

  • And when our data is being used against us, we need to have some reflection and some reactions.

  • Otherwise, we do not know how this war gonna end.

  • Thank you very much for listening.

  • And it was honor to be here.

  • Thank you, Theo.

Theo.

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広告主は本当にあなたのマイクに耳を傾けるのか?| アリレザ・シャハレスターニ|TEDxUniversityofKentMedway (Do Advertisers Really Listen To Your Microphone? | Alireza Shahrestani | TEDxUniversityofKentMedway)

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    林宜悉 に公開 2021 年 01 月 14 日
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