Digi lit w9: online searching

Personalised search

• internet filters based on what you seem to like

• Used in google, amazon, netflix, spotify

• Makes us feel seen, recognized, keeps us hooked

Filter bubble

• Eli Pariser

Recommendation systems

• recommends you music, etc

• A system that suggests products, services, etc based on user data

• Looking at behaviour of ppl who appear like you similar to you

• Explicit interactions (likes, reviews, engagement) or demographics (age, investment objectives, gender, etc)

• implicit interacctions (the device you are using, clicks on link, location, dates)

• Content-based filtering: based on 1 users interactions & prferences

• Collaborative filtering: based on other users with similar tastes or situations

Personalized search

• persoalized search results that arent just traditional ranking factors, but based on the information they have on the user

• Google uses more than 50 factors or signals to personalise

• Recorded in 2 ways:

• If logged into account, location & app activity

• IP address

Ranking factors

• meaning or intent of query

• Relevance of webpage

• ???????????

Web activity & app records…

Interacting with google products

Sites and apps that use google services, share data

Location, language, ip address, refrrer, whether u use a browser app

Battery level

Youtube searches

ads

More

Google pageRank

• secret sauce

• Most well known page ranking system

• Linking pages - if one page links to another, it “casts a vote” for it

• The importance of the page casting a vote gives that vote more weight

• We use this system less and less

Ad personalisation

• google makes ads more useful by personalising

• Use estimation of your interests

• monetises data by showing ads targeted to individual users likes and preferences

• Google says you cant have your cake and eat it - cant have free sites and no data collection. They claim it is for free, and that you are not personally ientified to advertisers

How do google ads work

Use your data:

• location

• Websites seen

• Youtube history etc

• Video and ads

• Say they don’t read your email

• Age range

• Gender

• Time of day

Check EDAA if you want to look at advertising info and stuff idk man

Targeted advertising

• advertising funds websites

• Cookie file ddownloaded on your device, collects data but not personal info

• Used to construct models of you/similar ppl and send u targeted ads

You are the product

• you pay with your identity, personal info, etc

• Digital scavenger sift through cyberspace looking for info they can sell.

Big data

• extremely large data sets sdhufgiufdhioiodfgfih

Filter bubble

• ppl only exposed to stuff that support what they already believe/like

• Limited perspectives givn to u by the algorithm

• Emotional safe zones from diverse opinions that may be upsetting (social bubbles)

• Echo chambers

Filter bubble overstated?

• Culloty (MAJOR MEDIA LITERACY PERSON)

• Questions the extent of the filter bubble, why it is overstated

• Social media may expose you to a broader set of opinions which may offset the filter bubbles