Suppose now that someone had such practices advanced in their browser even a bar – he is then on the safe side? Unfortunately not: because there are very different ways of profiling. One example is the social network Facebook for months making headlines because of its lax handling of data protection. Over 400 million people have signed up, many of whom “living there”: They exchange with their friends – they sometimes have never seen – publish private photos, maybe even intimate thoughts. Although many well aware of the fact are aware that they exist so publicly, but they underestimate the power of data.
For instance there is the “Like” button: By a Facebook user can select content on the net that he liked. These contents are then linked not only with him but also automatically with his Facebook contacts. Facebook, the company can evaluate such connections – and allowed the recently launched “Instant Personalization” program some recommendation engines access to the data.
Have a few friends bought a particular product and the same still ennobled by clicking on the “Like” button, now could on your own Facebook page appear a recommendation: “Your friends Benny, Kalle, Anne and Sven have X bought. Check the times. “The fact that such advice more persuasive power than ordinary advertising, known in marketing research for a long time. However, the net can be placed much faster and more direct than in the offline world. Of course, Facebook has not asked its users if they want to benefit from the program, but unceremoniously turned it.
Analysis of friends networks allows for further conclusions, such as the computer scientist Carter Jernigan and Behram Mistree from the Massachusetts Institute of Technology (MIT) in October 2009 in a sensational trial showed. They demonstrated on the basis of 4080 Facebook profiles from the MIT network that, suggesting with 78 percent probability on the homosexuality of male users from a statistical analysis of who is friends on Facebook with whom – even if these they are not aware specify open. Already in April 2009, two computer scientists at the University of Texas at Dallas had occupied with an analysis of 167,000 people that suggests the political stance of a user alone to friend links, even if they do not explicitly herträgt right.
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