Modern technology allows companies to monitor people's interests
Extensive tracking, collection and use of data about almost everything a person does in their daily digital life can be described as surveillance. So says researcher Dag Slettmeas from the Norwegian Institute of Consumer Research SIFO.
As part of a new study on personalized marketing to consumers online, Norwegian scientists analyzed what citizens do to protect their data.
The researchers were particularly concerned about how their study participants perceived advertisers' handling of personal and sensitive data and whether they had information about gender, age, orientation, ethnicity or health status.
One of the respondents ordered medication , prescription, online pharmacy. She subsequently received advertisements for over-the-counter drugs from the same pharmacy on various websites and social media. She noted that her confidential data was misused for advertising.
It's unclear, according to academic Doug Slettmeas, to what extent sensitive information is used to personalize and target ads. In addition, it is important for consumers to have enough information and control over their data to evaluate it.
Over time, study participants have become accustomed to having ads targeted personally, although many are skeptical about everything that is collected.
“Even if people feel like they're being followed, they value personalized advertising. This kind of advertising seems more relevant,” explains Dalsrud. At the same time, people still get annoyed by ads that stay up for weeks, especially if they're not for a product they already own.
Study participants report different strategies for preventing repeat personalized ads. Many of them also actively block certain types of content. Others use incognito mode on their browser or click “use only” when the cookie notification appears.
Others are more relaxed about advertising. They accept it to some extent because they consider it inevitable. People prefer personalized advertising because they find it more relevant. They are not particularly concerned about privacy and often think, “I have nothing to hide” or “others are not interested in me.”
Some respondents are vocal opponents of data tracking. At the same time, they perceive targeted advertising as something positive.
The most passive group believes that it is useless to protect their privacy. Data is already coming in in large quantities and it is impossible to control. This reduces the motivation to protect the last bits of privacy. At the same time, they want personal data to ensure the best possible digital everyday life.
“There is widespread mistrust of market participants, and many believe that the main platforms exchange data with each other. So the participants and algorithms act, while consumers are more passive,” explains Dalsrud.
While tracking and data collection may not always seem so dangerous or risky, it is now so extensive that some respondents feel a loss of freedom because it is impossible to escape digital surveillance.
A few steps to protect your data are to reject as many requests for the use of personal data as possible, accept only necessary cookies, and read the terms of use.