Advertisers have taken the role of big brother and watch us closely. Do you know what data you have that advertisers find so valuable? Do you know what they do with it? How do we as consumers get some level of control?
- It seems that not a day goes by that we don't hear of another data breach or a social network crossing the line, collecting or sharing our data. In fact, we joke so often about being tracked online that references to a 1984-style big brother watching us isn't that scary anymore. But it's not just the government that watches us, it's advertisers. Advertising drives the innovation and technology you see online and it has changed the face of the modern internet.
So the questions are, do you know what data they have about you? And do you want some control over that data? Now, my goal isn't to scare you or make you run off to the mountains and get off the grid. My goal is to help you become an informed consumer. In doing so, it will help you be a better informed parent, friend, and resource to others. As a marketer, I'm fascinated by this technology. Instead of running ads all over the internet, I can show the right ad to the right person, in the right place at the right time, in the right context.
The technology and the psychology amaze me, but as a husband and a father, it bothers me. What are the limits? Who will say when enough is enough? Doesn't the consumer have a say in how their data is used? I can't sit and wait for the government to regulate it because they don't understand it. So who's going to stand up for your rights as a consumer? You are. One of my favorite quotes is those who do not understand technology become slave to it, and it's true.
This course is the first step to gaining your freedom. I'm not saying that we have to leave technology, but understanding it enables you to master it rather than being mastered by it. Knowing how advertisers target you, how it happens, and why you see the ads you do, understanding the technology that enables it enables you. It enables you to decide what steps or actions to take. You'll know what to do, and why, rather than helplessly guessing.
You've already taken the first step. By taking this course, you're going to develop a solid understanding of the technology and how it's being used, and that will put you in control.
- Define a digital handshake.
- Differentiate between implicit data and explicit data.
- Describe the process of retargeting.
- Summarize the purpose of a data management platform.
- Explain how to see how Google and advertisers classify you.
- Identify ways to limit exposure and protect your data.