It has never been as much data about people as now. Its 20 years. The worlds thoughts amassed google is the most important database advocacy you should be following would realize all the kinds of things that google can did use from the search results. It would be extremely creepy to be as much as off right now, whos feeling depressed by the 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 too many to buy people and to just change or be 8 or someone in the background is pulling strings and making you dance like a pop out. 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 with di, overnight the yeah. And it, 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, information is the smokers of these, and that, 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 whos on. Ringback ringback i know find in for me to have a friend just mine shadow Facebook Post titles that your day to betray. Who you really all will create your dont morgana . Yes, ive been it. Dont putting it in. They wouldnt and have to know anything about me. Of course. Even 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 and the estimate, and this is a real person whos giving the chunky private interview insights into her life. The clintons a name keep not something you observe from the outside. And i really personal things in. Ringback for an in. Ringback data set, diagnose each container for 100 miles within for 100000. 00 the data times. Next to him, she had her ascending calculated, which clearly shows what year she was born. And what day talk . You have my editor to be honest, i thoughts have what do i have to hide, 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. Samuel, but that when we sink and talk about the data, i mean, we usually only talking about the absolute tip of the iceberg on 5, and thats the day so that we should have more or less consciously. 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 pack. This is just one form of digital footprint. This, like often times 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 innocuous. And theyre often times overlooked. When we think about digital lives, because looking at the so were trying to create a double got here that resembles the original as much as possible. She has blonde hair. Yes. As she has long blonde hair to this that i dont have. Theres no tony child tucked away at the back. The mind making much besides, i dont even know if 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 leasing office. I just think its absurd. I couldnt 30th 1st and best on experience. A person that ive never met. You can look now who i know nothing about except some doctor says, ive also thought that i can relate to so much to nothing that i consensus so strongly be on the 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 youre using . What are your preferences . As a mind can, you can deduce behavior problems from all kinds of data. To the way i types my voice, the words like use my someone who tends to receive cool. Im only the one who does the phoning finish when i shop on amazon the 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. Its almost every app we have on, on mobile phones, use this try 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 and it is very likely that these companies, google, facebook, or amazon, microsoft will collect data about me and its virtually impossible to avoid these companies for them to somebody whos always 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 you found and had this console. Jones, again, weve been meeting window to get it in Kenneth Blount up. Hello. Do you have you done . Then she tells me its easy. She sold 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 old inhabitants football in 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 then if i wanted to prove to the male dominated wills that i can succeed of it, that i moved in that house as even of so i went to india to work as a pastry shift. I have, ive really put everything into doing the same job, performing at a 100 percent of 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 im going to wind down off to my shifted nice things. I went joking or i hit the gym. Them yet. We went through every little detail of my josh was set to reconstruct my life. We reconstructed places like being to, to constantly up and down and re enact daily routines. I might have had some progress up less and not because we failed my life. We filmed your life and then the script was your daughter, this naples, montana, thought the mine 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 need this targeting 1st 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, and then you can go a level deeper into interest. 09. 0 my god. Healey. And this was for, im lying in that im scrolling through facebook, inpatient moody, and finally taking the time to look at his eyes that seem guessing on my nerves for about 2 weeks now to come by the cloudless of 2000 kit. And then call me at all, i just realized stuff that ive had to do with this on roach at the time. A part of bull e mid now we have insights and today a psychology into 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 to most similar with and then use that insight 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. In fact, good, nate on blue book has got old hiding us. I believe. The sweet, sweet, sweet tenant for sign. Ill walk you more spend to 10 minutes the humorous overly needs the hey, when you google anything the top 3 or 4 results are ends in the system through which those ends are run is called google adwords. Thanks man, of 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 googles 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, or how old the children are. Whether theyre married or single, with a divorce, a moving, if they own a home, if theyre renting a home, if they had a life event. Recently whatever that means. Theyre 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. When i turn in 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 the most data and uses and then think of okay, we really here to monetize this data later. Although it wasnt a project and monetizing your, your search queries 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 sellers to. So Google Searches to some extent are incredibly intimate theyre just training market is to exploit the, 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 it. They dont want to believe goals the marketplace. Dont want to think its this place when they can confess their needs desires. And you gotta be having the i dont think ok if it googled eating disorder was the worst. I have decided i couldnt even say it out loud for a long time and not to myself. I dont need to save them. We adopt the option to comply, thought i had it under control thing, thats money. So it wouldnt affect me. Its money on home. But you cant control, it concluded that im missing a step. Ok. I had a full on a eating just to get us to. And so and so, and physically it was a same as a tooth mentioned within the s strong. So that when you have an eating disorder, as you know for things related to dianes, we havent really single so on, on the said vault of course these key words im twice adamant tonight is promoting that diets, food supplements, and so on. Again, some for me to see a bison, and even today are you authorized with coverage because i still get these that these are the booming sites and to me, because i can deal with it now because it doesnt trick on me anymore either the most if youre in the process of doing it again that you want to put in your comes to the c, v to cons available, ensure that they should be banned with the support. Its just crazy to do not. This is trying to have answered this, even though the fact that a certain ad was specifically selected from the employees and lower data off them. 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. Also i got the, the scope, my sits phones when i sat down and i still wanted to lose my wage. 4 successful or its true as the highest and i do go to the food. But if you can put it like that, which is an essentially any kind of filter, thats because i want a totally single day. This few grams of sugar when i tasted something, obviously wasnt enough to cover but need input. This could be a tough displaced in those. I. 4 this is still just ease of apple. Those are supposed to seem to be shown to the most Vulnerable People in the family and as 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. Co shops, protein powder bases their core business model, facebook and google make money. Weve advertising and so they dont want to. But too many rows and they dont want to turn advertisements away cuz thats how theyre making their money. When i was a google a worked on youtube recommendations, youtube recommendations are really the call should you because the decide of more than 70 percent of the use of the site. The goal of features a is to maximize which day to get people to work more on more videos. But because the 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 fat that ive decided to not eat for 2 weeks. Yesterday it was christmas and i really stuff to myself. Records every sit comes that you watch every do. So, you know, its like for every do you watch, oh, many seconds you watch them all this data is in fact in their lives thats killed on used to capture this recommendation style extreme day. Its a good 3. Come monday, a mess usually basic or is a maintenance tech run on youtube to talk to use the target to even younger kids with can down which with the types you like. If you like, black people move in white people issue like drawing their mold in or on their old eyes can be learned by degrees. Him home exploit kid, later against. So if you stopped liking the 18 videos then took, we serve you more and more the 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, it was a year later, and i was sick all the time, then it comp, basically i was sick for one year Straight School with now she googles various diseases. I wouldnt but nothing explicit. The question skin rashes, especially the various symptoms the she also does a search for flu, a search for the weight loss during flu and calorie consumption. Not kind of chewing, save a few ability to either youtube any dot uh alpha. I went down a rabbit hole. I knew that no contract came upon it comes i see the different a little different channels in the message flushed as much and youre stuck in bed and everythings crushing in on you can just get the to invite them to the conventional met some decent guessing you anywhere still think of best, youll stop and theres no sign of recovery to the wind built into spiritual solutions. Just one drop of water in your day to really boost your immune system and protect you. What happens to your physiology is you actually go beyond meaning, 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 that was from 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. My depression tests online, usually is going to revolve around how youre feeling whole mixture, 18 and how much energy you feel you have. Um, if youre having a lot of storage for each to your, its feeling if youre considering suicide, some websites where basically are storing your answers. So whatever you said youre, im sitting down as had suited all 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, think of 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 press on before. I can simply tell the system again. This is, heres a list of people who are depressed if im not in the do people then and then say and find me some of the people item keep cutting them at the store. The 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 in the sort of and maybe you saw that ad because of Something Else i dont have to, i think. And its very difficult to do such a company is associated to 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 even doesnt come together. The Companies Get away with it easily because theyll say, well, thats our magic box and that came from somewhere else. Its very difficult to improve otherwise. And according to the supervisor, a ship in kind of want us to talk about the law in california. And we were taught to view law through the lens of risk analysis. Cool. Not to ask, you know, is this legal or illegal does mislead, but rather on how likely is it that someone will see you, then youll pay a fine off, and how likely is it that youll get away with it . I mean, on a team. So you think like im aware, this violates the law, but potentially arent 10000000. 00 plus is defined as 800000 euro and the probability of actually painting the fine is one and a 1000. 00. And so she must. So financially speaking, it pays off to break the law is to place on, and thats an approach the new Silicon Valley already has. And its dna function 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 doing that, even making sense. So youll have your 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 preston on an exploiting add port advertising purposes. Right. 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, the 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 smartphones and some of my own research as looking at gps records is a person not leaving the house anymore is a much less physical activity than we typically see. Is it that theyre not making as many calls to do their friends anymore to all of these are signs for early kind of depressive symptoms, and in a way, its incredibly powerful to have this sense of oh, here someone was deviating from the regular routine because now we might be able to like, 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 done 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 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, but 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 that they get a notification. If the apps these that something is off, this is their Video Surveillance at the Golden Gate Bridge. Go 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. Thatll be here. 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 theres a heard youre looking for an apartment. Mike still has a free room in the 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 the that and i know youre online. Did i do something wrong . Please answer me. Im worth tab, 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 just jump he drove off kind of head 1st. Water and the impact was like cutting a concrete wall and broke his back and broke many bones until a boat came by and they, they rescued him from the water. And thats obviously a riveting story. But what really got me thinking was if one person on the bus ride or on the walk to the railing, i had just said one set in stone. Like one sense he would have not jumped close and go a fridge for that survivor injuries. Golden gate bridge, noise jumper. And if no one had said anything, would he just have search on his phone . And would it have prevented him from jumping . Couldnt that have been the self to stop him . Could that have been the sentence to stop and i started to wonder why people searching for products and services should see like 20 ads when someone whos 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 just trying to brainstorm ways in which people would search way of suicide. All intent and i ran it and 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 collect call 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 this montanas 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 called and 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 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. As new uses enter an eco system, they begin to create their own trial of data. By comparing this, imagine, elijah 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 let him use close to to his target. What google is probably trying to do here is use this system said 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, the fact that we have the attention of millions of people around the world to actually guide them in a direction that we a society think is beneficial. So you can think about people who could potentially become terrace, right . Is there a 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 good 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 radical lising in a way that we dont necessarily want. Does that goes decisions . 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 amassed and its used to sell people crap, but it can be used for 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 theyre at 10 was swerved. If it can save them and others, then thats fine. The school revise. Most of us next small of course that google knows what im going to do next, 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 of succeed quiet. That feeling of Self Determination type. You met, she knew and thought the more i immersed myself in her dash, i asked the to one of the most situations i reenacted the outlets, the more real everything became on and there were lots of moments where i thought to myself, thats tough, but what is actually happening here, please give me somebody that is is its like reality has blended with the story here. He did the see if i miss my living my life. Im a so that is my policy feels like a script to me. Come, come. I did not get back to that place anymore. The how do 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 how we looked for this address on Douglas Tracy street. Yeah, yes. On that and this house came on. Yeah, yes. Yeah. We built an exact replica really. It was a bit different than this. How do i do you never lived above the betting shop . No, yes. I did at the one. That is how it was thats on the ground floor. This is yvette shopped to see. I dont really remember a badging shop. He asked me 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 shopping. And if there even was a store sufficient met dependents in a timely times when i cant get back to the original home due to the real experience of mind on it, i leave and its in my new account. Go there anymore, and i can get the full to just to sleep, effects of stress and environmental toxins, foot strong, sexual arousal, weight loss because of cocaine. Why do i feel so empty inside . And then theres this to in the crises. Acute clinic franchises, constantly see, cool. Yet, searched end of the world today, 6 pm. The i dont have it in writing, and then i made the decision to become a mazda and to deepen my relationship by the team for style could have done so. I even planned romantic holidays. It was, i wanted to buy the baby, the same stuff, the animal i had as a child, with a lot of rabbit, with over, over 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 asked for like i worked, i didnt want to go home with us because of how can we take a short break . I dont feel good. I dont have to form it or anything with the cuts, but this isnt written, tends cost is cutter to. Sorry. So if i just come and leave it the, lets continue. Does anyone have a tissue at them . Its just that im not supposed to come and turn it right now, but thats just what it was like with the funds. And its just so crazy. Cats need to see how transparent we all how much power do you actually get these to shape who you are, what youre going to be in the future, and what society looks like in the future. What happened is that when youre dealing with these types of software system, youre welcome to have the channels 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 absolutely true. Im considered much more credible than the actual post these these now put a guides the statement. Yeah, go reasons are Getting Better every day. Interference here, but if its propositions at the top made over and over and over again, then its likely influences millions of people. People think, i mean, control, so as yet for them to have proof of things to me. But im going to make maybe one choices. They have 0 controlled or the actually a deeply philosophical question, who creates my identity and who decides to lay out the the answer of the conflict. So with sim sebastian, the middle name group come off smashes in days, well, triggering more of the former Prime Minister who is almost blamed. Should the yahoo resign . Yes. Do you think you will come pick them in 30 minutes on dw the guys its evelyn charmaya. Welcome to my pod cast off matters that i am vice celebrities, influenza and experts to talk about all playing loved data and yet today, nothing less the stuff, all these things in more and the new season of the fun. Make sure its a tune in wherever you get your thoughts costs, enjoying the conversation because you know its last matter the this is dw news live from berlin tonight, no respite as israel steps of air strikes on the gallons of strip cal, assuming Authorities Say more than a 1000 people have been killed and a quarter of a 1000000 display. And it comes as israel prepares for unexpected, round defensive against gaza. A campaign to be directed by israels new emergency government and the agonizing wait for the families of hostages being held by almost to night. Well hear from one woman who fears at her elderly parents