By: Ava Girardi Our media data is exposing more about us than you think. As active users of the Web, we sometimes forget that our data is collected and saved to be analyzed by media experts trying to understand online behaviors. Experts that study this specific data are continually learning and trying to find various ways to target their consumers' interests and produce a source of income for their companies. Media is constantly evolving, so this data collection method allows the Internet to improve what they are providing to their consumers and viewers to keep them engaged. Tracking Our Online Trackers | Gary Kovacs | 2012 | 6:25 Data is significant within the world of media. Gary Kovacs expresses this idea by explaining that details about our activity on the Internet are collected and analyzed. Kovacs discusses that each year more and more people are spending more time online, and he states, "a recent study showed that the young generation alone is spending eight hours a day online." With this extra time on the Internet, we leave pivotal information that companies save without our consent to aid in behavioral tracking. To prevent our data from being accessed by companies, Kovacs launched a Firefox add-on known as Collusion, which will contain a consumer from being tracked. Data companies can quickly access our data through various media analytics methods, which seems dangerous through Kovac's eyes. Still, without these essential methods, such as recommendations, it would be difficult for us to find what we are looking for in the world of the Internet. Your Social Media Likes “Expose” More Than You Think I Jennifer Goldbeck I 2013 Liking a post on social media is a lot more important than you think, which Goldbeck highlights in her talk. Activities such as liking and searching for specific products allows the companies to use that data to promote and advertise particular products we have looked at in the past. Experts have used data and media analytics to find information about their users such as age, religion, gender, political party, and intelligence. Even though this information from users is helpful information for companies to improve the methods they use to reach their audience, Goldbeck states that "... it's not always going to be used for their benefit." Social media companies utilize their users' data and share it, but this does not seem entirely ethical in Golbecks eyes. Golbeck uses her career and knowledge as a scientist to discover methods where companies can benefit from their users' data while informing them that their data is not kept completely private. Both of these talks emphasize that data is essential for developing new and innovative media methods to address our audience more effectively. The individuals within these talks' main focus are to ensure that our data is being used to target potential consumers on multiple Internet platforms in an ethical manner.
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