Skeptics. It has never been as much data about people as now. Its 20 years. The worlds thoughts amassed google is the most important database, eric and so you should be following will realize all kinds of things that google can did use from the search results. It would be extremely creepy. To be as much solved right now, whos feeling depressed . Got a deep cookies whos probably got out of showing up. We can predict the psychology of millions of people with really just a few clicks. This is a gates to money to buy people and to just change her behavior, or someone in the back around his pulling strings and making you dance like a pop that just because they have an understanding of what your fundamental psychological needs are. Were a bit like racks that theyre experimenting when youre just taking everyone to see whats going on. A lot of these companies would die overnight. The yeah, and then we conducted an experiment. Is this, is it possible to reconstruct the persons life based only on their personal online data cons . Twin, sonata petty, i think, speak to their desires, fears, weaknesses, suspicion is the smokeless of these, and is it possible to create a double gain of based on this donna without ever having met the person that isnt mentioned e, because thats design. Ringback ringback net funding for me to have a friend of mine, shandra Facebook Post title. Is that your day to betray who you really are . Will create your dont morgana . Yes, ive been it dont putting it in. They werent allowed to know anything about me, of course, to the myspace. We want to love to meet, you know, pictures of the, just like Google Searches from the last 5 listing scan. Ringback ringback ringback ringback and the estimate that this is a real person whos giving the chunky private interview insights into her life to be creating a name, keep not something you observe from the outside. And i really personal things from in. Ringback as a different data set, i dont know, data contained over 100 miles within for 100000 and the data times. The next position. She had her send and calculated, which clearly shows what year she was born. And what thing talk . I yes, my editor to be honest i thoughts have what do i have to hind feldman . Im interested in understanding peoples preferences and motivations needs aspirations concerns by looking at the Digital Footprints that they may have online. So what were really trying to do is we try and understand what makes a person and uniquely themselves by looking at all the things they do into everyday life. And this was really difficult for a long time because we just couldnt follow people around, right . If we think about what is the day of a person look like, its just impossible to have a person trail them for 247 and get a sense of what is it that theyre doing. But now we can actually look at some of the traces that they leave that are captured by digital devices. But that when we think and talk about the data, and then we usually only talking about the absolute tip of the iceberg on 5. And thats the day so that we said more or less consciously, anything. We think about the folks that we posted online. What retreated into be the contact request we made on linkedin yesterday. Interesting topics the day. So we think of, but its just the tip of the iceberg x. This is just one form of Digital Footprints that oftentimes very explicit identity claim. Its like, this is the persona that i want to be. This is like what im posting on instagram, is what, how i want to be seen by the world, by others, by my friends. But then theres an entire 2nd world and we think of as behavioral residue, right . As all the traces that you inadvertently, as you go about your, your daily life and those are usually much more thoughtful, theyre much more knock us. And theyre often times overlooked when we think about a digital lives. Because looking at the so were trying to create a double gunner that resembles the original as much as possible. She has blonde hair. Yeah, yes. She has long blonde hair. This that i dont have. Theres no pony tail tucked away at the back. The mind making much besides connie, i dont even know she with such a high pony tail, yet im about to do something big. This 5th, im getting ready and then ill get going. Leg lewis, the easy access. I just think its a good i couldnt 40 of hers and best phone experience. A person that ive never met. You can look now who i know nothing about except some dogs. So say i also thought that i can relate to so much to nothing that i consensus so strongly beyond cool. Its like someone looking over your shoulder. 247, right . So someone knows exactly where you go. What do you need . What do you think about, what are the questions that you putting into people . What are the websites that you visit . What are your preferences . As a mind can, you can deduce behavior problems from all kinds of days. So the, to the way i types my voice, the words like use the most to my someone who tends to receive cool. Im only the one who does the phoning finish when i shop on amazon. They moment so where i move my mouse, how long i look at a product. I put on challenge fast i la f. I did a study on this one is almost every app we have on, on mobile phones, use this trunk cuz in high that means that even if i consciously decide not to use a social network and try to, once i have a mobile phone, im the mobile phone has a problem and it is very likely to drop these companies. Google facebook on amazon. Microsoft will collect data about me and its virtually impossible to avoid these companies. For them to come, im to go is present on too much 90 percent off the web. So anywhere you go there is a high chance that there is a google or facebook tracker. Google has basically your history of all the search youve done since you created your accounts. If you havent turned that feature off, all of the places where youve been using google map for your entry, so all of the videos youve watched on youtube. So thats that, that is scary. Im defining had this gun sold rooms again with meeting window to get it in kenneth mountain. Hello. Do you have it done then she tells me its easy. She soul tie was this the clout thats spinning as it be on the cloud was born in a Small Community of 720. 00 people into the role of funding. And some of the old inhabitants were born there, except for 7 also will not be no actually by now. That number must be 9. Is it up to date . I think the people back home imagines that id get a job and one of the hotels until i had children it was. And if i wanted to prove to the male dominated wills that i can succeed of it, that i moved in that house as even though. So i went to inc. And to work as a pastry shift i have, ive really put everything in to doing the same job, performing at a 100 percent fixed small. Does it not in the kitchen . I was the 1st to come and the last to leave has been the asked on the left and appreciate it is im going to wind down off to my shifted nice. But if i went joking or i hit the gym them yet as we went through every little detail of my josh was set to reconstruct my life. We reconstructed places like being to constantly up and down and re enact daily routines. I might have had tags up less than not because we failed my life. We filmed your life and then the script was your daughter, this labels on the thought, the, my god, my god, how many that we placed an ad hoping you would get to see them to vote. We knew how the algorithm would find you age, gender, interest in detail targeting that the needs of pocket thing. First of all, anyone can run ads on facebook. So anyone who has a facebook account and the targeting is really fine grain. So we can look at the obvious things like aged and associated with graphics, but you can also see where does a person live, whats their income bracket, whats their political ideology, which is already quite intimate and then you can go a level deeper into interest. 09. 0 my god, me, vessels for im lying invent. Scrolling through facebook, inpatient moody, and finally taking the time to look at face as that scene. Getting on my nerves for about 2 weeks now to come by loudly of the notion kit. And then call me at all, i just realized that ive had to do with this on roach at the time of part of bull e mix. Now we have insights and today a psychology and to their personality. We have insights into the products that youre interested in. We have insights into the ads that they click on. And now what we do is we can match you as a person who we have some information about with this entire population, see why you do most similar with, and then use that inside to learn Something Else about you that we didnt know about before. So the extent to which we can recreate peoples life using these Digital Footprints is incredibly rich and its incredibly accurate. And the good name on the list that has got all hiding us, i believe. Sweet, sweet, sweet tenant, for sign, ill walk you more, spending 10 minutes. The humorous, hopefully meets the hey, when you google anything. 3 the top 3 or 4 results are ends in the system through which those ends are run, is called google adwords. Thanks man. 20 years ago, you had basically like one option you by keywords. When the keyword is searched, the ad shows up was very simple. Now, because google has been pulling our data, the publics data for 20 years and siphoning those into their ads. Platform marketers, as of today can target people based on their age, their gender, their income, the parental status. How old the children are. Whether theyre married or single, a divorce, a moving, if they own a home, if theyre renting a home, if they had a life event. Recently, whatever that means. The browsing history recently, all the websites that visited recently, all the websites been visited over the long term over like 2 or 3 years. The apps that they use, the apps theyve recently installed, the websites, they visit the youtube videos. They frequent. What they type in to youtube email list i signed up for g mail before night during google a. So its a goal was to make information accessible and useful on the when it wasnt google, the goal was to gain market share it to us to gain or revenue with. Ive seen that google is said to try to get some most data on users and then think okay, we really here to monetize this data later. Although it wasnt a project and monetizing your, your search periods at sale that information about what you, what youve probably seen or not to advertise is often times we search for something on google without really thinking about it. Its rather mine lives. Its not that we have someone else in mind that we want to impress and that we want to kind of show how best selves to. So Google Searches to some extent are incredibly intimate theyre just training market has to exploit, you know, the publics moments of uncertainty, discomfort, essentially to be there and your micro moment. Thats how they dress that up. People dont want to believe that they dont want to believe go with the marketplace. They want to think its this place where they can confess their needs desires. Yeah, i dont think ok if it googled eating disorder was the worst. Yep. This i couldnt even say it out loud for a long time, kind of not to myself either way above the option to comply thought i had it under control so you can just run it so it wouldnt affect me. Its money on home. But you cant control, it concluded that im missing in a step. Okay. I had a full on a meeting just to get us to and so and so, and physically it was a same as a tooth paste within the strong. So when you have an eating disorder, as you look for things related to dianes, we havent really single, so on, on you said the vault of course these key words and twice tonight is your emotion diets, food supplements, and so long to get some for me to see a bite and, and even today are you authorized with coverage because i still get these that you said that the link site is to me because i can deal with it now because it doesnt trigger me anymore either the most. If youre in the process of doing it again that you want to put in your constantly seeing these icons just available inside the should be banned with the support. And its just crazy to dont have this is going to have an impact on the site status of an ad was specifically selected from the employees and lower data off. And its like saying you have to go on the diet. We have so much data about you and we know everything about you and we think you should see and not for a diet thats quite a statement else. Ok. I hope my fits done this when i set down and i still wanted to lose my weight. 4 4 this guy, so its true the height and i do go to the food. But if you can put it like that, which is essentially any kind of filter, thats because i want the 800 single day. Theres few grams of sugar when i taste it. Something obviously wasnt enough to cover, but even for both of you took this vice didnt, does i. 4 this is still just ease of apple. Those are supposed to seem to be shown to the most vulnerable people, understanding this a target weight of 30 kilos, which were literally mean deaf for you. But theyre still like we can help you just bio products is going to be nice, but i am counting calories losing kilo squats, cool shops, protein powder bases their core business model, facebook and google make money. Weve advertising and so they dont want to. But too many roles and they dont want to turn advertisements a way cuz thats how theyre making their money. When i was a google, a worked on youtube recommendations, youtube recommendations are really the call shit. You. Because the decide of more than 70 percent of the of use of the site the goal of youtube a is to maximize which day to get people to watch more on more videos. But because more you watch the more you can see advertisement and more money youtube on google mit. I look at what julia looked like before. She didnt feel good, and thats a typical case of skinny fact. Bob, good. Ive decided to not eat for 2 weeks. Yesterday it was christmas and i really stuffed myself. Huge records every sit comes that youre, which every do so you know, its like for every do you watch so many seconds you watch them. All this data is in fact and allies that scaled on use to capture this recommendations by extreme day. Its a good free come monday mess usually bases eggers. Im an inspector on, on youtube, to talk to use the targets in even younger kids with come down, which with the types you like, if you like, black people move in white people issue like bringing their mold in for on this hold as can be learned. Basically, edwards of home to exploit kids later against so if you stopped liking the 18 videos then took, we serve you more and more to 18 videos that we tell you to get, get skinny, tell you to throw up regularly and stuff like that. But i dont and then was that yours . It was a year later and i was sick all the time. Then the comp basically i was sick for one year straight single. What and i should do those various diseases. I would but nothing explicit, of course can skin rashes, especially to various symptoms because if she also does a search for flu, a search for weight loss during flu and calorie consumption. Not kind of chewing fever, fever, distort youtube any that. Uh so i went down a rabbit hole. I knew that no contract came upon it comes. I see the different a little different journals in the message flushed as much. And youre stuck in bed and everythings crushing in on you can just get the invite, the conventional met, some decent guessing you anywhere. Still think of best, youll stop and theres no sign of recovery. So thats why i looked into spiritual solutions. Just one drop of water in your day to really boost your immune system and protect you what, what happens to your physiology is you actually go beyond this means literally you do not have to eat the rest of your life. Im excited to share with you a powerful jesus ceiling process. One of the studies, one of the research weve done over the past few years, was trying to look at Mental Health websites and measure how much tracking occurs on this website. In 3 different countries, there was friends, the u. K. In germany. So in each of this country, were doing a few basic Google Search about depression and Mental Health. So youre feeling a bit down and youre thinking maybe i should do more quick. Depression tests online, usually is going to revolve around how youre feeling whole, not sure. 18 and how much energy you feel you have. Um, if youre having a lot of storage for each to your billing. If youre considering suicide, some websites where basically are storing your answers. So whenever you said youre, im sitting down as had suits of those sorts or Something Like this. It was all stored in the u r. L. And 98 percent of this website had a google tracker. So if youre visiting a page like this, google knows youre in a vulnerable maintenance. Youre just trying to like get a sense of whats going on with you. And these companies, its just profiting theyre taking advantage of you need things, but theyve been tricked of the out. Industry is to say, we dont talk to press people, but people who have an interest in depression and tests and i can simply tell the system again. This is, heres a list of people who are depressed if im not to do people then and then say and find me. Some of the people, items, gift cards in the store to information may not be literal health data as well. But its the fact of health data, or theyll say, yes, we do have health data, but we never use it. And you cant prove that. We did expedite this with that and maybe you saw that ad because of Something Else i dont have to for i think. And its very difficult to do such a company is it creates much been 5 gigs because we dont have the data. And most users only have a hunch theres something going on, but they havent track every Data Transfer in the background. Getting documents, you know, the Companies Get away with it easily because theyll say, well, thats our magic box. And that came from somewhere else, a company one, its very difficult to improve, otherwise, and according to devise ship in kind of want us to find study law in california. We were taught to view law through the lens of risk analysis. Cool. Not to ask you, is this legal or illegal does mislead, but rather so in how likely is it that someone most assume you, then youll pay a fine off, and how likely is it that youll get away with it . I mean the theme. So you think like was not, im aware this violates the law, but i potentially earned 10000000. 00 plus is defined as 800000 euro and the probability of actually painting the fine is one and a 1000 dollars and plus the humans you can. So financially speaking, it pays off to break the law to play. Its owned and does, thats an approach the new Silicon Valley already has and its dna. And unfortunately in the, the, an odd you know, a lot of people when theyre going to be depressed, buying something is going to give them this little boost of, for did not even make them feel hatcher and marketing people are perfectly aware of this and theyre just trying to use it that their advantage facebook was accused of predicting whether teenagers other presto, not, and then exploiting ad for advertising purposes, fight. And one of the things that i find really interesting about the story is that obviously in the context that it was described, its a terrible thing, right . Nobody wants facebook to predict the Mental Health of teenagers and then use that to exploit them and sell them more stuff. But if you think about the capacity of getting a sense of how well someone is doing when it comes to Mental Health, its an incredible opportunity. The. So one of the huge, i think, opportunities that big data provides whether thats looking at what you post on social media, whether thats looking at your smartphone. So some of my own research is looking at gps records is a person not leaving the house anymore is a much less physical activities than we typically see is it that theyre not making as many calls to do their friends anymore. So all of these are signs for early kind of depressive symptoms. And in a way, its incredibly helpful to have this sense of oh, heres someone whos deviating from the regular routine. Because now we might be able to flag really early on and say, so this might be nothing. We might be getting it entirely wrong. But just so, you know, there seems to be something off with the way that you behave because it doesnt correspond to how you typically go about your life. Just having an Early Warning system for that person to say again, you decide what you want to do with them. But we see that there might be something up. So why dont you go and see someone and figure out if there might be something thats incredibly helpful. We use technology as an aide to help them and give them the autonomy to then decide what they want to do with these predictions. Rather than in the case of facebook saying we can make these predictions and were making them for very specific purpose that is benefiting us, but its not benefiting the person that we make these predictions about if you notice that, so if theres Something Different and something seems off, dont just notify me. Heres to other people that i want you to, to notify. So its no longer the burden that i now have to reach out and actively try to seek help. If i already know that i might be struggling with depression, i might nominate my parents. I might nominate my best friends, my partner, such the day got a notification. If the apps these that something is off, this is their Video Surveillance at the Golden Gate Bridge. Golden golden date range. Life webcam. The how high is the Golden Gate Bridge . 60 centimeters. The fact was about the Golden Gate Bridge. Save suicides at the Golden Gate Bridge. Hey, hey, havent heard from you in a while. Are you in s. F in San Francisco . Want to get together again. Definitely be there. Hey, hey, sorry for not getting back to me. Is sure nice to hear from you. This is too much for me right now. Invoice from june 16th a return charger bank account, just in golden gate Golden Gate Bridge of San Francisco. Hey, hey man. Except that is a heard youre looking for an apartment. Mike still has a free room in sacramento about that. Can you tell me quick if youre interested . Im on holidays till next week. Reach me. I hope youre ok long time. No. See how much lectures, disease and i know youre online, did i do something wrong . Please answer me. Im worth that. Please. I read about this guy, kevin hines, and kevin hines in the year 2000 and took a bus to the Golden Gate Bridge. And he stepped to the railing and he dropped off into the water. And his 1st thought as he was following was, i wish i hadnt of just jump he drove off kind of head 1st. The water and the impact was like hitting a concrete wall and broke his back and broke many bones until a boat came by. And they rescued him from the water. Thats a obviously a riveting story. But what really got me thinking was if one person on the bus ride on the walk to the railing, had just said one sentence to him. Like one sense he would have not jumped close to a bridge from his survivor injuries, Golden Gate Bridge, the noise jumper. And if no one had said anything, would he just have searched on his phone and would it have prevented him from jump . It could not have been the self to stop him. Could that have been a sentence to stop them . I started to wonder why people searching for products and services should see like 20 ads. When someone who is in a state of crisis, telling google theyre going to kill themselves, is served not. So i bought keywords like im going to kill myself. Im going to jump off the bridge. Im going to shoot myself or painless ways to die and i just tried to brainstorm ways in which people would search way of suicide. All intent and i ran it and it said speak to someone now speak to a crisis counselor, stuff like that. And then there was a number from the suicide hotline and the top right. That was it. So people had to click and then they clicked the number. So that had a Conversion Rate of 30 percent. That means one of the 3 people who clicked called the number i heard from somebody this guy was from texas, and his son had just committed suicide. Paint didnt seem like a depressed person. He was a young professional, very charismatic kid, playing sports, business owner. They went through his phone and found a Google Search. I want to kill myself as a kid search and then made the spontaneous decision. But what was pretty glaring about that wasnt, it was like an impulsive thing. He searched and then that day he committed suicide. And i just wonder if there was an ad in place at that point. If he would have just clicked and call, then they could have spoken to him in that impulsive moment. They start to wonder how many people could be saved due to an ad. Marketing is evil, it makes you buy stuff, you dont need to fulfill your ideal of happiness that solved to you. But it can be used to so much more use the data has the capability to survive beyond the limits of our biological cells. In much the same way as genetic code is released and propagated in nature, a new user to enter an ecosystem. They begin to create their own file of data. By comparing this emerging ledger with the mass of historical use, the data, it becomes possible to make increasingly accurate predictions about decisions and future behaviors. Shifting it from a system which not retracts out behavior but offers direction towards the desired result. Every interaction may be compared to a series of power that will options. If one of these options allows the legit to move closer to his go, it will be offered up to the user over time by selecting these options, the users behavior may be modified and the legend moves closer to its target. With google is probably trying to do here is use this systems that alerts or friends or tell you if youre doing something thats unhealthy. And basically trying to make decisions based on your behavior and on all of the data that they have completed and processed. How could we use the platform defense that we have the attention of millions of people around the world to actually guide them in that direction that we have society think is beneficial . So you can think about people who could potentially become terrace, right . Theres do way that we can redirect them to pages that help them instead of showing them the content that is radical isaac them even for them. I created a campaign targeting people who tell do when theyre going to do a mass shooting on a number of instances. I saw people type again, im going to shoot up my school tomorrow. Im going to shoot up my workplace how to buy this gun in this location. Who decides what we should be doing, right, is it go who decides who sees . Here is the search query that might be indicating that someone is kind of radicalized in, in a way that we dont necessarily want. Does that goes decision . We have to move away from thinking of google ads as a vehicle to sell people. Crap. It is the worlds thoughts amassed its 20 years, the worlds thoughts amass, and its used to sell people crap, but it can be used so much more. It can be used to solve a lot of the melodies that afflict our societies. The. The question here, the big one is, to what extent are we taking away peoples autonomy . To what extent are we interfering with Self Determination . I am not concerned people would find out that theyre being manipulated. If their life can be saved, if you can prevent someone from shooting their school up, if you can prevent them from continuing to use hired when i little care about how offending they might be finding out that their intent was swerved. If it can save them and others, then thats fine. The school revise. Well see us next small of course that google knows what im going to do next. But based on the dosh that they have from me, this name is that kind of takes away your sense of being in control of your understanding on a quiet that feeling of Self Determination type. You met, she knew and thought the more i immersed myself in her down. So i asked her to an end to more situations. I reenacted the outlet, the more real, everything became on and there were lots of moments where i thought to myself, thats what is actually happening here. I mean by that is this. Its like, reality has blended with the story here. The did with the you see if i miss my living my life, im a so that is my policy feels like a script to me. Come come. I dont get back to that place anymore. You mean, what did i say . How did i feel . I cant differentiate, mixing is what we, ill send and so if i missed this on or how we looked for this address on douglas, tracy street. Yeah. Yes. On that and this house came on . Yes. Yes. We built an exact replica really. It was a bit different than this. You never lived above the betting shop . No, yes. I did it, but the one that is how it was thats on the ground floor. This is yvette shopped from seat. I dont really remember a badging shop. Yes. To come in and we never went down that way. I can, i didnt get past it much and didnt know what kind of store it was youre shopping. And if there even was a store, so please map dependents and im think im gonna be gone when i cant get back to the original which can do to the real experience of mind on it. I live in my memory account, go there anymore, and i kind of got the main gate to, to just to sleep, to fix the stress and environmental toxins. So strong sexual arousal, weight loss because of cocaine. Why do i feel so empty . Inside therapist in a crises, acute clinic, fine, china is constantly see cool, yet searched on end of the world today, 6 pm. The dont have an end item, and then i made the decision to become a mazda and to deep in my relationship. And i have a team for style. And so i even planned romantic holidays. I was, i wanted to buy the baby, the same stuff animal i had as a child. Ill talk to a lot of rabbit with overalls of the count of the, the how many, but then i didnt become a mazda adobe here, and i looked for help and it was, i didnt know at the time that it happens to a lot of women in the 1st month and as for like i bought, i didnt want to go home with us cuz i can we take a short break . I dont feel good. I dont have to form it or anything with the cook, but this isnt what it intends. Costs is cutter to sorry, or if i just come and leave it the, lets continue. Does anyone have a tissue at them . Its just that im not supposed to comment on it right now. Without suggest for us it was like a progressive the its the funds and its just so crazy. Tests need to see how transparent we all a. How much power do you actually gave is columbus to shape who you are, what youre going to be in the future, and what society looks like in the future. How to use that when youre dealing with these types of software system, theres a few of them. Dont have to charge us by explain yourself, and sometimes you want to say, sorry, but im completely different. Oh, i doesnt mean that that way. I think thats the problem. The data is interpreted as absolute truth. Im considered much more credible than the actual post v. As in dekalb put it guides. The state of the algorithms are Getting Better every day in the field seeing us. But if its propositions at the top made over and over and over again, then its likely inoffensive millions of people. People think, i mean, control associated for them to have proof of things to me. But im going to make manual choices. They have 0 control r. Ready actually a deeply philosophical question, who creates my identity and who decides why out at the the self sufficient power to the people in this village is talked to the installation of Renewable Energy on another unit. And then many of them are both changed around the made in germany in 30 minutes on the w, the might see me. How much can we do simultaneously . Multitasking these, the modern methods. Because if we do too much at once, we get it all wrong. We mess things up, risking brain damage. So lets stop this self sabotage, humans and multitasking watch now on youtube. V. W documentary, guardians of truth. This time, excel, gen, this 10. 00 meets the voices of a free turkey alter as the other one had to flee into exile. I knew the police would search my house. Courageous people are trying to stem the turkish governments and sort of gibs. But only if the crime is addressed and the public trying to take responsibility for his actions. Guardians of trees starts october 28th on d, w. The this is dw and use these around top stories. Israel is continuing, it says strikes on the gaza strip and retaliation. Full size of dies tara, attacked by the militant group home us officials in gaza say at least 900 palestinians have been killed in the bombardment. Is ramsey as it has now regained control of its border with gaza as a mass as its troops for a possible invasion . Is riley forces have also exchanged a file with the militants in lebanon, syria