The current model of online advertising dangerous level is on scale 5. The customer’s private information is completely exposed to everyone who paid to see it. Without permission, without notification and without respect.
It makes things easier.
You might put ads on Facebook and Google. Aren’t they make things so much more convenient? You know your product will directly be pushed to the user whoever searched similar information. But do you know how they get that conclusion? Custom audiences allow advertisers to target users on the site by uploading e-mails, phone numbers, and other information and cross-referencing it against Facebook user profiles. The permissions tool Facebook is developing will require an advertiser, along with the agencies or other organizations that obtain the information, to confirm that the third-party data in a custom audience has been responsibly sourced.
It saved your work and time.
Yes, as a third party, you rely on the social media platform to reach out to the use of you. Are they telling the truth in their report? The accuracy of its ad reporting, however, has recently been questioned. Facebook has admitted to measurement issues, including miscalculations of average watch time of videos, the organic reach of posts, video ad completion rate, average time spent on instant articles and referral traffic from Facebook to websites and mobile apps.
It is not Ok.
Social media user is dropping out and they are not happy with the whole thing happening here. A Reuters/Ipsos survey of 2,194 American adults following the Cambridge Analytica news found about half of Facebook users said they did not recently change the amount that they used the site, and another quarter reported they were using it more. Only the remaining quarter said that they were using it less, had stopped using it or deleted their account entirely.
There are ways to check.
You don’t want people to access your personal or industrial information, neither do your customers! It is scary to see things you were talking about show up on your website. Create a persona, make it personal but not offensive. Layered targeting can add location and online behavior, among other things. It could determine that Weide was only temporarily in New York and spends most of his time in California. Additional data could avoid wasting an ad buy to follow Weide for a New York event when he’s returned to California.
Don’t make the fear becomes your baseline.
“At this point, the real check [would be] the availability of competitive platforms that behave better,” she says. “There certainly is a market opportunity for a social media platform to build a user base on the strength of respect for privacy, though so far none of those efforts have really taken off. I do believe it’s just a matter of time before that happens. The fear of that alternative may motivate Facebook and others to make some real changes.”
Call for action. Be an ethical leader in your own industry.
You don’t have to follow anyone’s path. Understand how big data works on the back screen and make a difference. Be the especially ethical one and teach the user to protect their information. Right now, Chris Olson says, retailers don’t understand that every time an outside ad is delivered to a customer on their site, there are dozens of ad tech vendors that are dropping cookies or other code on that visitor’s computer, or who will get access to that data. So that retargeted ads from the retailer deliver info to dozens of others in the ad ecosystem.
See what another ethical industry is doing.
This crisis is not limited to the U.S. The U.K.’s Marketing Week identifies the reduction in trust in social media information as a “worrying trend” that is due, in part, to the behavior of marketers. According to this source, the loss of faith in online brand information is due to consumers’ increasing awareness of marketers’ tactics to reach them.
Citation:
Federal trade commission, 2018 “Perspectives on Ethics and Common Principles in Algorithms, Artificial Intelligence, and Predictive Analytics”
Rich, P. 2019 “Hearings on Competition and Consumer Protection in 21st Century: Consumer Privacy” Federal trade commission
Steimer, S. 2018, “The Murky Ethics of Data Gathering in a Post-Cambridge Analytica World” American Marketing Association.
Taylor, K. 2018, “The end of privacy” Philosophy Talk.
Samuel, A. 2018 “The shady data-gathering tactics used by Cambridge Analytica were an open secret to online marketers. I know, because I was one” The Verge.
Potter, W. & Soghoian, C. 2017 “How to protect your online privacy” TEDEd
Boote, T. 2017 “What Have Ethics Got to do with Digital Marketing?” Digital Marketing Magazine
Crosby, L. A. & Vidmar, J. P. 2018 “Can Marketers Repair Social Media’s Crisis of Trust?” Medium
Levine, B. 2017 “Is retargeting dying?” Martech Today
Horowitz, D. 2011 “We need a ‘moral operating system’” TED
Tufekci, Z. 2017 “We’re building a dystopia just to make people click on ads” TED
