By Darien Graham-Smith
May 15, 2017
Article from The Guardian
How to duck the online spies
Nobody likes being spied on. When you’re innocently browsing the web, it’s deeply unpleasant to think that faceless technology corporations are monitoring and recording your every move.
While such data collection is legal, that doesn’t mean it’s all right. There are plenty of things you might prefer to keep to yourself, such as your income, your sexuality, your political views or your membership of the Yoko Ono fanclub. For an indication of what can be inferred from your online habits, take a look at the Apply Magic Sauce tool produced by Cambridge Psychometrics Centre, which produces a profile of your personality based on Facebook and Twitter data.
And while you might console yourself with the knowledge that all of this information is mostly used for targeting ads, that might not be the case for much longer. The internet giants are building up ever more detailed user profiles – and finding new ways to exploit that information. In the Observer, Carole Cadwalladr’s ongoing investigation has highlighted how analytic techniques were used in the recent EU referendum to target and craft messages to groups of persuadable voters based on psychological insights gleaned from online data.
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