The Impact of Microtargeting on Conciousness

EasyChair Preprint no. 7349

Abstract

Every website we visit, every photo we share, and every piece of location information about us is stored. And that's just a fraction of the data that is captured in our digital footprint. For businesses, this data is a valuable asset because it is the key to targeted advertising. This paper uses a literature review to show into which categories the data that is collected about us can be divided and how it can be used to influence purchasing or voting decisions. The aim of this work is to show interested users of various online services as well as companies what possibilities the profiles created from collected user data offer. Even if the effect of political microtargeting is controversial, it can be seen that there are some methods to influence awareness with its help.

Keyphrases: Bewusstsein, Digitaler Fußabdruck, Facebook, microtargeting

@Booklet{EasyChair:7349,
  author = {Christopher Hänßel},
  title = {The Impact of Microtargeting on Conciousness},
  howpublished = {EasyChair Preprint no. 7349},

  year = {EasyChair, 2022}}