#The Atlantic Best of The Atlantic publisher The Atlantic * Subscribe * Search * Menu It's Not All About You: What Privacy Advocates Don't Get About Data Tracking on the Web * * * ____________________ (BUTTON) Close * Home * Latest * Most Popular * Magazine * Video * Photo * Writers * News * Politics * Business * Culture * Science * Technology * Health * Sexes * U.S. * Education * Global * Notes * Projects * Events * Books * Shop * Your AccountSign Out * Sign InSign Up [javascript] 2 Free Issues Try two trial issues of The Atlantic with our compliments. Claim now Follow * Facebook * Twitter * LinkedIn * Tumblr * Pinterest * RSS * App Store See our Newsletters > previousThinking of Buying a Stock? Check If the CEO Is Married FirstIf Employers Stop Paying Health Care, Who Wins? (Maybe, Everyone)next story It's Not All About You: What Privacy Advocates Don't Get About Data Tracking on the Web We noticed that you have an AD BLOCKER ENABLED Please consider disabling it for our site, or supporting our work in one of these ways [large.jpg?1450107429] [large.jpg?1446761730] Subscribe Now > __________________________________________________________________ Sign up for The Atlantic Daily newsletter ____________________ [X] I want to receive updates from partners and sponsors. Sign up * * * * * * * * * Alexander Furnas * Mar 15, 2012 * Technology People condemn targeted advertising for its "creepiness" but the real issue is that we are giving private companies more power. collusion_615.jpg Jonathan Zittrain noted last summer, "If what you are getting online is for free, you are not the customer, you are the product." This is just a fact: The Internet of free platforms, free services and free content is wholly subsidized by targeted advertising, the efficacy (and thus profitability) of which relies on collecting and mining user data. We experience this commodification of our attention everyday in virtually everything we do online, whether it's searching, checking email, using Facebook or reading The Atlantic Technology section on this site. That is to say, right now you are a product. Most of us, myself included, have not come to terms with what it means to "be the product." In searching for a framework to make sense of this new dynamic, often we rely on well established pre-digital notions of privacy. The privacy discourse frames the issue in an ego-centric manner, as a bargain between consumers and companies: the company will know x, y and z about me and in exchange I get free email, good recommendations, and a plethora of convenient services. But the bargain that we are making is a collective one, and the costs will be felt at a societal scale. When we think in terms of power, it is clear we are getting a raw deal: we grant private entities -- with no interest in the public good and no public accountability -- greater powers of persuasion than anyone has ever had before and in exchange we get free email. The privacy discourse is propelled by the "creepy" feeling of being under the gaze of an omniscient observer that one gets when they see targeted ads based on their data about their behavior. Charles Duhigg recently highlighted a prime example of this data-driven creepiness when he revealed that Target is able to mine purchasing behavior data to determine if a woman is pregnant, sometimes before she has even told her family. Fundamentally, people are uncomfortable with the feeling that entities know things about them that they didn't tell them, or at least that they didn't know they told them. For many people the data-for-free-stuff deal is a bargain worth making. Proponents of this hyper-targeted world tell us to "learn to love" the targeting, after all we are merely being provided with ads for "stuff you would probably like to buy." Oh, I was just thinking I needed a new widget, and here is a link to a store that sells widgets! It's great, right? The problem is that, in aggregate, this knowledge is powerful and we are granting those who gather our data far more than we realize. These data-vores are doing more than trying to ensure that everyone looking for a widget buys it from them. No, they want to increase demand. Of course, increasing demand has always been one of the goals of advertising, but now they have even more power to do it. Privacy critics worry about what Facebook, Google or Amazon knows about them, whether they will share that information or leak it, and maybe whether the government can get that information without a court order. While these concerns are legitimate, I think they are missing the broader point. Rather than caring about what they know about me, we should care about what they know about us. Detailed knowledge of individuals and their behavior coupled with the aggregate data on human behavior now available at unprecedented scale grants incredible power. Knowing about all of us - how we behave, how our behavior has changed over time, under what conditions our behavior is subject to change, and what factors are likely to impact our decision-making under various conditions - provides a roadmap for designing persuasive technologies. For the most part, the ethical implications of widespread deployment of persuasive technologies remains unexamined. Using all of the trace data we leave in our digital wakes to target ads is known as "behavioral advertising." This is what target was doing to identify pregnant women, and what Amazon does with every user and every purchase. But behavioral advertisers do more than just use your past behavior to guess what you want. Their goal is actually to alter user behavior. Companies use extensive knowledge gleaned from innumerable micro-experiments and massive user behavior data over time to design their systems to elicit the monetizable behavior that their business models demand. At levels as granular as Google testing click-through rates on 41 different shades of blue, data-driven companies have learned how to channel your attention, initiate behavior, and keep you coming back. BUY.jpg Keen awareness of human behavior has taught them to harness fundamental desires and needs, short-circuiting feedback mechanisms with instant rewards. Think of the "gamification" which now proliferates online - nearly every platform has some sort of reward or reputation point system encouraging you to tell them more about yourself. Facebook, of course, leverages our innate desires -- autobiographical identity construction and the need for interpersonal social connection -- as a means of encouraging the self-disclosure from which they profit. The persuasive power of these technologies is not overt. Indeed, the subtlety of the persuasion is part of their strength. People often react negatively if they get a sense of being "handled" or manipulated. (This sense is where the "creepiness" backlash comes from.) But the power is very real. Target, for instance, now sends coupon books with a subtle but very intentional emphasis on baby products to women who think they are pregnant, instead of more explicitly tailored offers that reveal how much the company knows. Tech theorist Bruno Latour tells us that human action is mediated and "coshaped" by artifacts and material conditions. Artifacts present "scripts" that suggest behavior. The power to design these artifacts is, then, necessarily the power to influence action. The mundane example of Amazon.com illustrates this well: The goal of this Web site is to persuade people to buy products again and again from Amazon.com. Everything on the Web site contributes to this result: user registration, tailored information, limited-time offers, third-party product reviews, one-click shopping, confirmation messages, and more. Dozens of persuasion strategies are integrated into the overall experience. Although the Amazon online experience may appear to be focused on providing mere information and seamless service, it is really about persuasion--buy things now and come back for more. In some ways, this is just an update to the longstanding discussion in business ethics circles over the implications of persuasive advertising. Behavioral economics has shown that humans' cognitive biases can be exploited, so Roger Crisp has noted that subliminal and persuasive advertising undermines the autonomy of the consumer. And the advent of big-data and user-centered design has provided those who would persuade with a new and more powerful arsenal. This has led design ethicists to call for the explicit "moralization of technology," wherein designers would have to confront the ethical implications of the actions they shape. mustusemilk_615.jpg There is another significant layer, which complicates the ethics of data and power. The data all of these firms collect is proprietary and closed. Analysis of human behavior from the greatest trove of data ever collected is limited to questions of how best to harvest clicks and turn a profit. Not that there is no merit to this, but only these private companies and the select few researchers they bless can study these phenomena at scale. Thus, industry outpaces academia, and the people building and implementing persuasive technologies know much more than the critics . The result is a fundamental information asymmetry. The data collectors have more information than those they are they are collecting the data from; the persuaders more power than the persuaded. Judging whether this is good or bad depends on your framework for evaluating corporate behavior and the extent to which you trust the market as a force to prevent abuse. To be sure, there is a desire for the services that these companies offer and they are meeting a legitimate market demand. However, in a sector filled with large oligopolistic firms bolstered by network effects and opaque terms of service agreements laden with fine-print, there are legitimate reasons to question the efficacy of the market as a regulator of these issues. A few things are certain, however. One is that the goals of the companies collecting the data are not necessarily the same as the goals of the people they are tracking. Another is that, as we establish norms for dealing with personal and behavioral data we should approach the issue with a full understanding of the scope of what's at stake. To understand the stakes, our critiques of ad tracking (and the fundamental asymmetries it creates) need to focus more on power and less on privacy. The privacy framework tells us that we should feel violated by what they know about us. Understanding these issues in the context of power tells us that we should feel manipulated and controlled. theboss2.jpg This piece was informed by discussions with James Williams, a doctoral candidate at the Oxford Internet Institute researching the ethical implications of persuasive technologies. * Continue Reading * Jump to Comments * About the Author * * * * * * * * Latest Video [thumb_wide_300.jpg?1453474769] How America Trains Its Officers to Respond to School Shootings Inside the program that's preparing law enforcement for the rise in active shooting incidents * The Editors * 10:56 AM ET * Latest Slideshow [thumb_wide_300.jpg?1447874076] Peter Garritano In Photos: Inside the Internet Photographs of what “the cloud” actually looks like * Emily Anne Epstein * Jan 5, 2016 * About the Author * [headshot.jpg] Alexander Furnas is a research fellow at the Sunlight Foundation in Washington, D.C. + Twitter Most Popular Presented by * [javascript] Reuters Standing Athwart History Yelling, 'Stop Donald Trump!' + Conor Friedersdorf The National Review publishes the movement-conservative case against the Republican frontrunner. Last summer, George F. Will, the elder statesman of conservative pundits, declared Donald Trump “an affront to anyone devoted to the project William F. Buckley began six decades ago with the founding in 1955 of National Review––making conservatism intellectually respectable and politically palatable.” He urged conservatives to treat Trump as Buckley once treated the John Birch Society. On Thursday, the National Review published its bull of excommunication. Its new issue leaves no doubt about where the magazine stands on the race for the GOP nomination. Say the editors, “Trump is a philosophically unmoored political opportunist who would trash the broad conservative ideological consensus within the GOP in favor of a free-floating populism with strong-man overtones.” Continue Reading * [javascript] Barry Blitt Twilight of the Headbangers + James Parker How long can the legends of heavy metal keep on rocking? Where’d lemmy go? The stage is empty: vacated mics, cooling drum stool, the blocky, buzzing statuary of amps and speakers. Motörhead, the legendary Motörhead, is not there anymore. I’m in a heavy-metal hangar in Salt Lake City in late August, and singer/bassist Ian Fraser “Lemmy” Kilmister has just walked off, shakily and in evident distress, after only four songs, anxiously pursued by his drummer, Mikkey Dee, and guitarist, Phil Campbell. A man in a bandanna approaches me, pop-eyed with dire foreknowledge: “He’s not comin’ back, man! He’s not comin’ back! He’s too old!” Then he reels away, into the hormonal half-smoke and press of bodies in front of the stage. Should we riot? Are we sad? Is it possible that Lemmy—69 years old, pacemakered, diabetic—Lemmy, the great survivor, opposer, grizzled odds-beater, humanity’s middle finger, was crying? “Listen,” he’d said to us before exiting, in his familiar English roar-gasp, that voice of fiery exhaustion. “I’m really sorry—I can’t tell you how sorry I am—but my back’s gone. I’ve got this bad back and … I can’t breathe up here either.” Then he covered his face with his hands, and he left us. Continue Reading * [javascript] Carolyn Kaster / AP Milk, Bread, and Eggs: The Trinity of Winter-Storm Panic-Shopping + Joe Pinsker Why do people reliably stock up on the same things before they get snowed in? Lines of frantic shoppers have mobbed grocery stores in Washington, D.C., after the National Weather Service gently advised residents on Wednesday that an intense weekend storm will pose “a threat to life and property” and impact “you, your family, and your community.” Which led me to wonder: After people hear a message so ominous, and after reminders of their employers’ inclement-weather policies hit inboxes, what do they buy to prepare for spending a good deal of time indoors? I called up the managers of some grocery stores in D.C. to find out, and they all had more or less the same answer: bread, milk, and eggs. This holy trinity of winter-storm preparedness is not some quirk of the nation’s capital—bread, milk, and eggs are popular panic-buys everywhere from Knoxville to New England. Continue Reading * [javascript] Aaron P. Bernstein / Reuters Why Precisely Is Bernie Sanders Against Reparations? + Ta-Nehisi Coates The Vermont senator’s political imagination is active against plutocracy, but why is it so limited against white supremacy? Last week Bernie Sanders was asked whether he was in favor of “reparations for slavery.” It is worth considering Sanders’s response in full: No, I don’t think so. First of all, its likelihood of getting through Congress is nil. Second of all, I think it would be very divisive. The real issue is when we look at the poverty rate among the African American community, when we look at the high unemployment rate within the African American community, we have a lot of work to do. So I think what we should be talking about is making massive investments in rebuilding our cities, in creating millions of decent paying jobs, in making public colleges and universities tuition-free, basically targeting our federal resources to the areas where it is needed the most and where it is needed the most is in impoverished communities, often African American and Latino. Continue Reading * [javascript] Glory Foods / Flickr What's Leafy, Green, and Eaten by Blacks and Whites? + Conor Friedersdorf A tiny but illuminating controversy over collards. This is a story about how tiny things come to divide us. Fittingly, it begins with a Tweet. Last week, Whole Foods Market sent this to its 4.81 million Twitter followers: If you're not cooking with these greens, you need to be! How to cook collards: https://t.co/2lk2bMnKdS #HealthYeah pic.twitter.com/YqBPXg3uus — Whole Foods Market (@WholeFoods) January 14, 2016 One imagines a marketing staffer drafting the Tweet without apprehension or anxiety. Obesity is epidemic. Americans suffer from their unhealthy diets in myriad ways. Who could object to a supermarket cheerily touting a leafy green vegetable? Alerted to the Tweet by a foodie who asked me to explain why it was controversial, I looked at it, vaguely recalled that Michelle Obama had included a collard-greens recipe in her cookbook, American Grown, and asked if maybe the Red Tribe was giving the Blue Tribe a bit of ribbing about its affinity for plant-based diets? Continue Reading * [javascript] Stefano Rellandini / Reuters Sympathy for the Macklemore + Spencer Kornhaber “White Privilege II” bravely tackles difficult truths about race, but that doesn’t make it a good song. The third verse of Macklemore’s new song, “White Privilege II,” is from the perspective of a fan complimenting the 32-year-old Seattle rapper for hits like “Thrift Shop” and “Same Love.” Everything is copacetic and nice until the speaker—it’s Macklemore using a filter and multi-tracking to make it clear that this isn’t his voice—disses the rest of hip-hop: That’s so cool, look what you’re accomplishing Even an old mom like me likes it cause it’s positive You’re the only hip-hop that I let my kids listen to Cause you get it, all that negative stuff isn’t cool Yeah, like all the guns and the drugs The bitches and the hoes and the gangs and the thugs Even the protest outside—so sad and so dumb If a cop pulls you over, it’s your fault if you run Continue Reading * [javascript] Brian Snyder / Reuters Ted Cruz's Tithing Problem + Jonathan Merritt Many Christians believe God requires the faithful to donate a tenth of their income to charity. Will they vote for a candidate who doesn’t? Conservative critics of Ted Cruz are going after his tithing practices. According to recently released tax records, the Texas senator contributed less than 1 percent of his income to charity between 2006 and 2010. But many Christians believe that the Bible commands a charitable offering, or tithe, equal to 10 percent of one’s annual earnings. This discrepancy could end up making a difference less than two weeks before the caucuses in Iowa, a state where a Republican politician’s faith matters. And this is exactly what a newly formed political group, Americans United for Values, is hoping for. Today, the group is launching a 60-second radio advertisement on news, talk, and Christian stations across Iowa that raises the tithing question and labels Cruz a “phony”: “He doesn’t tithe?” a female voice asks in the ad. “Isn’t he a millionaire? His wife worked for a big Wall Street bank, right?” Continue Reading * [javascript] Carlos Javier Ortiz The Case for Reparations + Ta-Nehisi Coates Two hundred fifty years of slavery. Ninety years of Jim Crow. Sixty years of separate but equal. Thirty-five years of racist housing policy. Until we reckon with our compounding moral debts, America will never be whole. And if thy brother, a Hebrew man, or a Hebrew woman, be sold unto thee, and serve thee six years; then in the seventh year thou shalt let him go free from thee. And when thou sendest him out free from thee, thou shalt not let him go away empty: thou shalt furnish him liberally out of thy flock, and out of thy floor, and out of thy winepress: of that wherewith the LORD thy God hath blessed thee thou shalt give unto him. And thou shalt remember that thou wast a bondman in the land of Egypt, and the LORD thy God redeemed thee: therefore I command thee this thing today. — Deuteronomy 15: 12–15 Besides the crime which consists in violating the law, and varying from the right rule of reason, whereby a man so far becomes degenerate, and declares himself to quit the principles of human nature, and to be a noxious creature, there is commonly injury done to some person or other, and some other man receives damage by his transgression: in which case he who hath received any damage, has, besides the right of punishment common to him with other men, a particular right to seek reparation. Continue Reading * [javascript] Toby Talbot / AP The Decline of the Driver's License + Julie Beck Fewer people of all ages are getting them, and it’s not quite clear why. Remember how, in Clueless, Alicia Silverstone’s character Cher fails her driver’s test after nearly killing a biker and scraping her car alongside several parked cars? And then how she asks, “Do you think I should write them a note?” as she drives away? And then how, at the climax of the movie, her friend Tai (Brittany Murphy) calls her “a virgin who can’t drive” and it is just the harshest burn? Well, that was a fictionalized version of the ‘90s, and this is now. Things are different. Young people are not getting driver’s licenses so much anymore. In fact, no one is. According to a new study by Michael Sivak and Brandon Schoettle at the University of Michigan Transportation Research Institute, the percentage of people with a driver’s license decreased between 2011 and 2014, across all age groups. For people aged 16 to 44, that percentage has been decreasing steadily since 1983. Continue Reading * [javascript] NASA/NOAA What the U.S. East Coast's Massive Snow Storm Looks Like + Marina Koren and Adam Chandler From outer space down to the streets Updated January 22 at 2:10 p.m. EST That swirling cover of white up there is the first blizzard of 2016, captured by satellite on Friday as it barrels across the central United States, toward the East Coast. The “potentially crippling” storm is expected to bring powerful winds and up to two feet of snow to parts of the Mid-Atlantic this weekend, which could result in flooding in coastal regions, the U.S. National Weather Service warned. The storm has the makings of the “Big One” and so far appears “textbook,” according to the winter-weather expert who literally wrote the textbook on northeast snowstorms. As of Friday morning, more than 85 million people—or more than one in every four Americans—were covered by some kind of blizzard or winter-storm advisory, according to weather.com. Local, state, and federal officials have been scrambling to organize their responses to the blizzard as residents swarm grocery stores to stock up on food and water. As of Friday afternoon, there were already five storm-related deaths reported. Continue Reading * [javascript] The Most Powerful Images of 2015 + Greyson Korhonen and Alan Taylor A selection of the year's best photos Watch Video * [javascript] A Photojournalist Walks Away From His Profession + Nadine Ajaka How do you decide when you've seen enough of war? Watch Video * [javascript] Dennis Hlynsky / The Atlantic / Pearson Scott Foreman / Wikimedia Commons Revealing the Hidden Patterns of Birds and Insects in Motion + Sam Price-Waldman A video shows the dreamlike voyages of starlings, water striders, and more. Watch Video More Popular Stories Show Comments Subscribe Get 10 issues a year and save 65% off the cover price. 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