Cómo están evolucionando las vallas publicitarias para rastrearlo y espiarlo

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Si lee noticias tecnológicas, probablemente sepa que las empresas están recolectando una gran cantidad de sus datos. 6 maneras sorprendentes de recopilar sus datos. 6 formas sorprendentes de recopilar sus datos. Usted sabe que sus datos están siendo recopilados, principalmente por su ISP y el aparato de vigilancia de la NSA y GCHQ. ¿Pero quién más está extrayendo efectivo de su privacidad? : sus ISP probablemente estén monitoreando su conexión a Internet, los anunciantes recopilan y recopilan todo lo que pueden, las redes sociales desarrollan perfiles para usted, incluso si no tiene una cuenta Perfiles de Facebook Shadow: Probablemente tenga uno también [Consejos semanales de Facebook] Facebook Shadow Perfiles: Probablemente también tienes uno [Consejos semanales para Facebook] ¿Crees que no estás en Facebook? Piensa otra vez. Facebook sin duda tiene un perfil oculto hecho solo para ti. Puede recordar recientemente que Facebook encontró un error que expone detalles personales de 6 millones de usuarios ..., y todo tipo de metadatos móviles son recopilados y analizados por los proveedores de telefonía celular y el gobierno..

Pero hay un nuevo tipo de colección que se lanzó recientemente, y es un poco más desconcertante que los métodos a los que probablemente esté acostumbrado. ClearChannel Outdoor ahora está ayudando a los anunciantes a rastrear sus movimientos en la calle, ya sea que esté caminando, en bicicleta o conduciendo. Siempre que tenga su teléfono con usted, ClearChannel sabe a dónde va..

¿Cómo estan haciendo esto? ¿Satélites espías? Rastreadores GPS en sus vehículos? ¿Detectives privados que te siguen a todas partes? La respuesta es un poco más mundana pero preocupante: te siguen con sus vallas publicitarias.

Qué está pasando aquí?

El programa suena un poco más siniestro de lo que realmente es, pero no se puede negar que es un poco desconcertante. Así es como ClearChannel describe el sistema, llamado RADAR:

En resumen, las vallas publicitarias recopilan datos anónimos que muestran el tráfico detallado y los patrones de viaje; y porque ClearChannel es uno de los anunciantes más grandes de los EE. UU., eso significa que tiene mucho de vallas publicitarias para recopilar datos.

Los sensores en las vallas publicitarias detectan la señal de su teléfono celular, al igual que un iBeacon. Construya un iBeacon de bricolaje con una Raspberry Pi. Construya un iBeacon de bricolaje con una Raspberry Pi. Pero ese no es un futuro distópico en absoluto: la tecnología ya está aquí. - y rastrea tu teléfono a medida que se mueve por una ciudad (lo mismo se está haciendo también en los centros comerciales). Luego, esos datos se anonimizan y se venden en grandes lotes, para que nadie pueda identificarlo personalmente..

Al conectar esa información con datos de otros proveedores, ClearChannel también puede decir a los anunciantes cuántas vallas publicitarias están viendo las personas, su tiempo de exposición a esos anuncios, si visitan o no la tienda que se anuncia y cómo se comportan las personas en línea y frente a sus televisores Cómo los especialistas en marketing rastrean sus comportamientos cuando está desconectado Cómo los especialistas en marketing realizan un seguimiento de sus comportamientos cuando está desconectado ¿Sabía que los especialistas en marketing y minoristas están monitoreando lo que hace fuera de línea y en línea? Estas son algunas de las estrategias interesantes que utilizan para conectar sus vidas en línea y fuera de línea. después de ver las vallas publicitarias.

Una de las partes más inquietantes de este programa son los segmentos de audiencia que los anunciantes pueden rastrear específicamente. Al momento de escribir este artículo, están disponibles los siguientes:

  • Deportes: NCAA, NFL y NBA
  • Financiar
  • Auto Intender
  • Movie Buff
  • Fashionista
  • Electrónica
  • Mamás
  • QSR Visitor
  • Mejoras para el hogar

Estos nueve son lo suficientemente malos, pero ClearChannel dice que podrá segmentar audiencias en más de 1800 grupos en un futuro muy cercano.

Es obvio por qué las marcas estarían interesadas en esta agregación de información: al colocar mejor las vallas publicitarias y comprender el comportamiento del consumidor, pueden averiguar exactamente qué tipos de publicidad son efectivos y dónde pagar los anuncios, para que puedan aprovechar al máximo su anuncio dolares.

Debido a que este es un programa nuevo, ClearChannel no está anunciando su retorno de la inversión esperado (al menos públicamente), pero parece que las compañías podrían obtener un valor fantástico de la suma considerable y probable que pagarán a ClearChannel por este servicio.

Aquí es donde las cosas se ponen aterradoras

Puede que esto no parezca tan importante, pero toda la situación se vuelve más complicada cuando se tienen en cuenta otras compañías. Gran parte de los datos que ClearChannel usa para este servicio se obtienen de organizaciones de terceros que recopilan y recopilan datos sobre usted.

Esos datos, combinados con los datos del programa RADAR, pintan una imagen de usted que podría no sentirse cómodo de haber comprado y vendido.

Tomemos, por ejemplo, Placed, una de las compañías que trabaja con ClearChannel. Se especializa en rastrear a los clientes a través de las tiendas, lo que significa que se puede rastrear casi todos los movimientos que realice fuera de su casa..

PlaceIQ es otro socio que recopila datos de otras aplicaciones para aprender sobre el comportamiento del consumidor. (Si sus aplicaciones solicitan permisos de ubicación ¿Qué son los permisos de Android y por qué debería importarle? ¿Cuáles son los permisos de Android y por qué debería importarle? ¿Alguna vez instaló aplicaciones de Android sin pensarlo dos veces? Esto es todo lo que necesita saber sobre los permisos de aplicaciones de Android, cómo han cambiado y cómo te afecta. ¡Podría estar vendiendo esa información a PlaceIQ!)

Otra compañía que (todavía) no se ha asociado con ClearChannel en RADAR es Immersive Labs, que crea un software que permite que los anuncios analicen sus características faciales y muestren anuncios personalizados en función de su sexo y edad percibidos (dos cosas que están integradas en el programa RADAR ).

Y con todos los dispositivos domésticos inteligentes que ya te están espiando 5 dispositivos inteligentes domésticos que te están espiando en este momento 5 dispositivos inteligentes domésticos que te están espiando ahora a medida que se lanzan más y más elementos eléctricos con conectividad a Internet de las cosas, entonces la privacidad y seguridad en línea se debilita. Nuestra mirada a los cinco electrodomésticos que actualmente te están espiando debería enfatizar el problema. , parece probable que las cosas que haces en casa se puedan combinar con tus viajes para crear un perfil publicitario aún más completo.

Aunque este y la mayoría de los otros programas prometen que no están vendiendo ninguna información de identificación personal, el grado en que eso es cierto es discutible. Al recopilar cientos de piezas de información, no es demasiado difícil para las empresas averiguar quién es usted si realmente lo desean. Tendrás que confiar en que no.

El futuro de los anuncios y el seguimiento

Por supuesto, si eres fanático de la publicidad dirigida, toda esta situación puede no parecer tan mala. Sus datos, combinados con la información recopilada de miles de otras personas, ayudarán a las empresas a mostrarle a usted, y a otros, anuncios que podrían atraerlo (y, por supuesto, usar todos los trucos de marketing ¿Piensa dos veces sobre estas trampas de compras en línea antes?) Usted compra? ¿Piensa dos veces acerca de estas trampas de compras en línea antes de comprar? Los minoristas y los vendedores están utilizando psicología conductual de vanguardia para que compre sus productos, ya sea que los necesite o no. ¿Sabe cómo se dirigen a usted? Saben que tienes que comprar cosas que no necesitas).

Y aunque los ciudadanos conscientes de la privacidad y los grupos de vigilancia probablemente nunca lo dejarán llegar Informe Minoritario-Al igual que los anuncios personalizados, es posible que vea soluciones publicitarias personalizadas en un futuro muy cercano. Cómo se verá una ciudad futurista de 2040 Cómo se verá una ciudad futurista de 2040 No necesitamos una bola de cristal para mostrarnos cómo serán las ciudades del futuro. La imaginación y el CGI están haciendo su parte, y las tecnologías marginales de hoy que podrían ser comunes mañana.

Si está familiarizado con películas, libros o videojuegos de cyberpunk ¿Qué es Cyberpunk? Una introducción al género de ciencia ficción ¿Qué es el Cyberpunk? Una introducción al género de ciencia ficción El mundo del cyberpunk es un gran lugar para pasar el rato, especialmente si sabes en lo que te estás metiendo. Aquí hay un curso intensivo en cyberpunk para ayudarlo a comenzar de inmediato. Probablemente todo esto le suene muy familiar: grandes corporaciones sin rostro que siguen cada movimiento que hacen los ciudadanos, monetizan absolutamente todo bajo su poder, falta de supervisión gubernamental, etc..

Debido a que las innovaciones en la recopilación de datos relacionados con la publicidad a menudo no se dan a conocer ampliamente, es difícil decir qué vendrá después, pero nos encantaría saber lo que piensa que está en camino.

¿Qué será lo próximo en el mundo de la recopilación de datos relacionados con la publicidad? ¿Anuncios individualizados para todos? ¿O la gente comenzará a enojarse por este tipo de cosas y coordinará una reacción violenta importante? ¿Qué le parece que sus carteles de ClearChannel supervisen sus movimientos??

Comparta sus pensamientos y predicciones con nosotros en los comentarios a continuación.!

Crédito de la imagen: Aaron Parecki a través de flickr




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