In today’s digital age, our online activities are closely monitored, shaping what we see and when we see it. Aleksandre Zardiashvili, a Ph.D. candidate, delved into the world of online advertising and the influence wielded by tech giants.
Despite the perception of the internet as a neutral space, it’s far from it. The content we encounter on our devices is curated by commercial entities like Meta and Alphabet, both striving to maximize profits.
Zardiashvili highlights the pervasive influence of Meta and Alphabet, with platforms like Instagram, Facebook, and YouTube falling under their umbrella. These companies track our every move online, from websites visited to social media interactions, to tailor advertisements to our preferences.
The revenue from targeted advertising is substantial, constituting a significant portion of Meta’s earnings. However, this practice often skirts privacy regulations, as seen with Meta’s non-compliance with the EU’s data protection laws.
Cookie banners, meant to provide control over data tracking, often fall short. Despite regulations requiring user consent for tracking, many users unknowingly consent to data collection.
Take Instagram, for example, where users opt for a free service inundated with ads rather than a subscription-based ad-free experience. This choice feeds into Meta’s data collection efforts, further enriching their advertising arsenal.
Zardiashvili raises concerns about the ethical implications of personalized advertising, suggesting it undermines human dignity by prioritizing profit over autonomy.
Looking ahead, Zardiashvili is hopeful about regulatory efforts, particularly those led by the European Union. Measures aimed at ensuring safe internet use and curbing exploitative practices offer promise for the future.
One proposed solution involves offering users an ad-free alternative at no cost, providing a genuine choice in their online experience.
Ultimately, Zardiashvili’s research points towards a future where online behavioral advertising is phased out, signaling a shift towards a more ethical and transparent digital landscape.
