and why these are so valuable for companies. facebook collected data to create accurate user profiles. the company may well know more val, secrets than even our closest friends and family. oh good. someone is using their phone to go online again. i already know, hey, it's adeena. 30 years old. listen cologne, originally from eden, trained in communication 1st and now studies business administration. she told me all of that of her own volition. but i know more than that. i even know her biggest secret. how? well, i don't want to give away too much. 2 but i will tell you this. i collect data. i'm

facebook's database. i know what edina likes, music by kluso for example, and she's a fan of my liver and of her gym. i know which posts she likes and what she shares with her friends. her comments, the people she sends messages to and what she writes, i can watch her outside of facebook too because the dina has enabled access to location data. so i always know where she is and can see where she regularly spends time. 3 times a week, she uses this cafes, why fi? most likely she works there, maybe to pay for her studies, or for something else. her location data also allows me to see which other facebook users are close by and whom she off meets including at the cafe. this is probably a colleague.

ah, this di stays over almost every night. i'd say he's her boyfriend. but every once in a while, another profile is at hers and at night too. oh, i know this guy. but this isn't her only secret. as i learned with the help of her activities on other apps. she uses this one to shop. once you use her e mail or facebook to sign in, facebook is convenient, right? just one click and you're in. and usefully, it means more data for me. i didn't recently stopped buying wine. she is currently opting for smoothies, frozen pizza and pickles. and when i show her this photo of her friends baby on facebook, she hesitates just a little longer than usual. interesting. know the data points to one thing,

but her boyfriend doesn't know yet. and neither does her colleague how can we leave as little dot online as possible, is deleting cookies and browse history regularly enough to serve anonymously to people allowed us to use their profiles to tasteless. oh, jessica vega is often online but she wants to remain as anonymous as possible. oh, she's in stolen ad blocker and she regularly deletes have browser history. oh, oh oh oh, which was for the fists was i tried to be careful and mindful of which information i share. so i really tried to protect my personal data as much as i can when i'm online. i'm of mama's, will dis, prevent companies from collecting, had i or,

or can they profile jessica in spite of it, mark, italy is less worried about his data. he has 20 apps installed on his phone, 11 of which he uses regularly, including apps that belong to tech giant meta and google, which are can i add in 40? does i see the advantage mode of google and facebook using my god to make recommendations? and surely else given can oh, we joined both jessica and mark for their daily digital routine to see which data is connected and how it's used for personalized advertising. marketing clayman is professor for marketing at the calls root institute of technology in germany. together with a colleague, he's going to take a look at the digital traces. jessica and mark leave online, and see which can be used for individualized ads. most options,

everything that you have on spectrum that you'd really have to invest a lot of time and any time to browse the internet anonymously. well, i think the average consumer doesn't quote to stop the data from being collected adopts. i'm not too emptying. jessica regularly check this news website. the page saves so called cookies, small, they to packages oh, unique identifiers on her computer. we ask the marketing experts to take a closer look at the new site. these cookies contain data on jessica's preferred language and other personal settings. so far so good. but they also find so called 3rd party cookies symbolized by these triangles. these cookies enable companies to follow people who've visited their new site as they continue browsing the web because they are accessed by other sites as well. if jessica visits one of these pages, they recognize her on collect important data on her online behavior. the jessica

regularly deletes her browser data, including cookies is it nonetheless possible to track and identify her. 2 like with old uses, her browser automatically sends data like screen resolution fund system software and time zone to a given website operator. 2 they use this information to optimize their site. she visits a my unique dot org to check whether this means she is identifiable online. or the result is yes, no other user transmits the exact same data as she does. website operators can therefore identify her track her and place ads even without 3rd party cookies back to mock eagerly, who wants to buy a new laptop online. he's been looking at options on different websites and has found one he likes, but he's dylan sure. so for now, he adds the laptop to his cart and had to university

online office and computer dealers keep popping up as he serves the web there, even on his phone advertises no, both devices are his because marcus signed into his google account on his laptop on smartphone. websites that have google cookies show him personalized ads. google also places ads online. jessica notices this when she google's common such times and as shown, matching ads. this service is called google ads. the company auctions off ads that are displayed whenever uses enter certain times into his search engine. the more frequently the time is looked up, the more the advertiser has to pay for their i to be shown. it's a form of targeted advertising for which user profiles aren't even needed. facebook's approach is different. it's business model is to enable advertisers to

show their routes to exactly the right uses. to examine how it works, our marketing experts place an ad on facebook which they want to appear in marty egless feed. they select the criteria accordingly. as a big big instance of this mother, we consider the location to cancer and can narrow down the exiting oscar, and we can add male for gender of middle jenkins. yeah, to say, how old is mister igloo and the swans once is sold? i think we should be good with the age bracket 18 to 22. right. and equally does that. and we know that he likes football and supports manchester united as interest so we can add that to interests does from align stern. also them is that we also know that he was born in guatemala, where to malcolm, which we can add as well can the on the on didn't they are ready to publish their right. it's the moment of truth. well, the ad appear amongst facebook feed. it does next to

photos imposed by his friends. there's the ad, but not a glee. it's not very concerned. let's say all night long between us, sean, are you in ways a bit scared of the companies like facebook, google and sophie le you? but i think there is so many uses that are more interesting for advertising purposes or for an online attack than i am that it's relatively uninterested. does this relative? only 200? jessica vapor has a different opinion. she uses the services, but she doesn't like being constantly tracked versus of unified. there's definitely a strange feeling to know that there are databases which contain your shopping profile and that these profiles are being sold on to others without you ever knowing what they're being used for. and what happens to your data. cashless payments are convenient and quick, but all the disadvantages to a world without cash bins can bargain. if we no longer had cash,

we wouldn't be able to pay anonymously any more to the top. we'd always leave data traces that would be analyzed and used to manipulate them, so i'm in the money put these days. people increasingly pay even small sums with card all my ball payment. and e commerce is booming. with each electronic payment we make meta data is collected about us that could be analyzed by algorithms such as our location or how long we take to purchase an item online. oh, how often we make typos. tech companies use our behavior to create predictive profiles. payment data is especially telling farms doc mm hm. and isn't steady payment daughter. this aspect of confirmations are off. you can create a profile about someone and say this person tends to do this. so let us get on with payment data, you can see what they actually do, what they're willing to spend money on the account. it's like a promise where profiles are confirmed or christian. it's sort of like putting them

to the taste of the book. if i've got payment data, i know what that person has really like with instinct ah, companies use this to target us with as in the future, we might even be given individualized online prices depending on how much we were willing to pay in the past. ah, see all the most name, shining shops, they observe our characteristics and to even assign psychological traits to us that we ourselves may be unaware of feeling. this means that these profiles for the old, this is what the providers claim are smarter than we are. and also the, the profile knows you miss and you truly want some needs more than we can see some think you might want to pull that to and that's with the manipulation starts. if not before i'm finished, i don't know that i'm susceptible to certain context that i might not act wisely in certain situations. and i don't know that there are products that irresistible to

me up to it as a school due to contingency dorski income. more data means more accurate profiles. so how predictable do we want to be? ah, we've got some hot tips for your bucket list with romantic corner tread hotspot for food and some great cultural memorials to boot w travel off we go. what does war do to people are hatred and violence

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