Have you ever wondered how Instagram always manages to show you advertisements for the products you Googled?
Do you accept cookies on every other website that you open without thinking twice about it?
Are you worried that Google knows more about your personal life than it should?
Such questions have become increasingly relevant in an era where the majority of our data is under the monopoly of a few tech giants, like Google and Facebook. With Google having access to most of our search history and Facebook being the overseer of our online communication through Instagram, Messenger, and WhatsApp, it’s imperative to consider the the privacy of our data in close association with the future of technology.
One of the most common ways in which our data is at risk is through online advertisements. Ads that are specifically tailored to us creep up in our feeds due to a process known as the “re-targeting of ads.” When you Google pretty pink scarves but ultimately decide to save your money, Facebook again tries to lure you into the purchase by showing you the same advertisement. Re-targeting is important from the company’s perspective because only two percent of ads get converted into a sale from the first web search. Re-targeting is made possible due to companies adding cookies and a Facebook Pixel on their websites. A cookie is a small piece of data from a website that is stored on the user’s device, and a Facebook Pixel is a code that gathers data about a user’s preferences. The combination of these two data collection methods helps optimize ads, remarket items on Facebook and its partner companies, and show sponsored ads related to your searches on the websites that you visit.
Some people might feel disturbed and violated to see their social media feeds, YouTube videos, and websites that they surf being bombarded with personalized ads. With an increasing cultural shift towards recognizing the rights and privacy of an individual, it’s perturbing to think of how our data is being sold to advertisers so that tech giants can earn extra coin. What’s even more horrifying to think of is a situation in which a cyber hacker gets access to data that’s being used for the re-targeting of ads. Hackers might go on to steal sensitive information stored in computers like passwords and credit card accounts. They might post derogatory content on social media and squander hard-earned money. When considering such an extreme situation, users might panic and jump to impractical solutions, like never using these sites again.
Here’s why this might not be a feasible option: the playground of this debate is no longer just scientific––it also involves politics and capitalism. Our dependency on social media platforms and search engines has increased to such an extent that it is difficult to imagine a future in which we completely shun these companies. Moreover, these companies are also the drivers of our economy and important employers. They might be making money through re-targeted ads, but they also empower women in STEM and students looking forward to kickstarting their careers in technology through Facebook University, Developer Students Club, and many other opportunities. Thus, considering the entire spectrum of this discussion, it would be extremely difficult to stop using these services.
However, there are certainly ways in which users can minimize a breach of their security. One of the most intuitive steps is to turn off cookies. Depending on the browser you use, there are different settings for disabling cookies. If you find it too challenging to search for this information in your settings, just open your browser in incognito mode, and you don’t need to worry about your privacy and cookies.
There are also options to opt-out of Facebook ads, which can be done with the click of a button. Go to the “Ads” sub-section of settings on your Facebook page to choose how you’d like ads to be shown on your feed. It’s important to note that this doesn’t stop Facebook or other companies from gaining access to your data; they just don’t show you personalized ads. Canadian users can also take advantage of a comprehensive tool, The Digital Advertising Alliance of Canada. This resource helps you see which companies have enabled personalized ads for you and assists you in opting out of online advertising from a company. It is also advised to limit linking your Facebook and Google accounts to sites that you visit. While it’s usually convenient to log in with your Facebook account, you should avoid it as often as you can if you’re concerned about your privacy.
We are headed towards a tech-dominated future. Along with being global citizens, we also need to act as ethical and informed digital citizens. We must not simply accept the terms and conditions of a website, but actively question and assess them. Such small steps will create a safe online community and ensure that companies are held accountable for their actions. We don’t know whether the CEO of Facebook will also be the Prime Minister of the world 200 years down the line. What we do know is that we can ensure companies uphold the responsibilities of ethical data collection and protecting their consumers.
Comments are closed.