Concerns around the Facebook data we voluntarily provide in return for the free use of the platform have been high in the wake of the Cambridge Analytica scandal.
What this debacle has proven above anything else is that our personal data can be and is used to manipulate our opinions, our beliefs and our behaviour. Personally, I think it’s the tip of the iceberg.
And yet most people just don’t care enough to want to do anything about it. We accept that if we want to use Facebook for free we have to give away our data so that advertisers will pay Facebook to try and sell us stuff.
And from an advertisers perspective, the fact that they can micro-target us by our lifestyle interests, how old our kids are, what our income is, what postcode we live in, what our beliefs are and an enormous number of very scary and very accurate variables is hugely valuable. It generates results and it cuts costs. [Read more…]