Ever had one of those moments where you talk about, say, holidays, and your phone immediately suggests tonnes of vacation destinations and sunblocks? You'd even think your phone was listening to you the whole time. But, most importantly can it do that? Why does it do that?
Let's talk about the magic behind all the personalized ads you've run into!
The (Not So) Secret Sauce: Data Collection
Time to demystify the fog behind how this works. Your mobile is not "eavesdropping" on your conversations. It is actually a mix of very clever technologies and data collection methods to serve those very personalized ads.
- App Permissions and Usage: Most apps seek permission at the initial launch. You might remember being spammed asking for access to the microphone, location, contacts, gallery, etc. While this can seem intrusive, it is important to understand your preferences and habits to tailor ads and suggestions to you. When you approve these permissions you are essentially handing over information about your interests.
- Search History and Browsing Patterns: One other clue you leave behind is your search history. If you google "best vacation destinations" you will of course get personalized ads on everything you need for a holiday trip.
- Social Media Interactions: Your social media does a lot of snitching for you. Everything you like, share and even look at leads to a set of data being compiled for you to better assist with suggestions. These data are available for advertisers to market by demographic to interests.
- Voice Assistants: Voice assistants do a lot of work themselves. Siri, Google Assistant, or Alexa, listen in on your voice commands to improve their services. These programs passively listen to your voice data to evaluate and pinpoint your preferences.
The Tech Wizardry: Machine Learning and AI
Machine learning makes it all possible alongside AI. Imagine taking all your data, millions and billions of information processed, and coming out with a precise personalization mechanism for every single preference. Not just stopping at what you liked but even predicting what you might like and your future behavioral patterns. ML together with AL makes everything happen with ease.
- Natural Language Processing (NLP): Part of understanding your preferences comes down to understanding you, your words, and your voice. NLP helps devices process these into data for more relevant ad suggestions.
- Behavioral Analysis: ML analyzes your online behavior from things you search, websites you visit, and time you spend on apps. These patterns contribute to understanding your preference profile and even predict what you might be into. These data are a goldmine for advertisers.
- Personalization Engines: These engines create a profile about you based on your activities. Which means, they can also predict what you are into and otherwise. For example, if you search for fishing gear, you'd likely be sent with so many fishing-related adverts too.
Privacy Concerns: The Double-Edged Sword
Personalized ads help. That much we agree on. But, they also raise significant concerns about all these companies and advertisers knowing too much about you and having whole profiles about what you like and dislike. As much of an unsettling feeling as that is, there are ways to limit or prevent this from happening.
- Review App Permissions: Regularly check and manage app permissions to control what data is being shared.
- Use Incognito Modes: Incognito mode built into your browser can significantly limit what data is available to be collected.
- Privacy-Focused Apps: Due to these data and privacy-related concerns there are a good bunch of companies developing applications specifically to ensure that your privacy is guaranteed. Opt-in to surf freely on the internet without ad spam.
- Ad Preferences: Many platforms allow you to manage your ad preferences, giving you more control over the types of ads you see.
Conclusion: Embrace the Magic (Responsibly)
So, next time when you freak out about your phone suggesting your holiday plans and camping gear, remember it's not actually someone listening in but more so keywords picked up passively with the help of advanced tech magic. Although it is helpful it is also fair to feel intruded by it. How to prevent it? Check what you agree to when you install applications and stay in control of your privacy.