Anyone who surfed on Facebook has probably noticed that advertising on the platform matches personal preferences. One of the strategies in social networks for creating logic of this is to understand the interests of users.
With each movement of the cursor (the company has approved this year to track users' movements), click or "like" the platform, the algorithm can identify priorities and assign it to each person.
Now, a research published yesterday and the researcher Carlos III University in Madrid reveals that Facebook has "overperfills". According to the research, only 42.91% of the interests assigned to publicity advertising users are included in the ads they receive. The rest is on the platform.
This suggests that people categorize publicity strategies, but no additional data is used for that purpose.
The results show the number of interests between 300 and 500 companies. However, it is 10% out of almost 1,000 from just about nine thousand preferences.
"We analyzed more than 126 thousand interests, and part of them corresponds to meaningless data that defines the new European legislation," says engineer Ngel Cuevas, author of the research, "El Mercurio."
"Users are labeled with the preferences of homosexuality, political ideology or health, and this is very important in accordance with the law to use information that may arise from your sexual identity or religious or religious orientation. We do not have a lawyer, but we believe that it does not match legislation, at least a line It's red-hot, "says Cuevas.
I hope the results of his research will be published soon in IEEE Scientific Access.
"What's going on is that Facebook's" #user "for sellers wants to be the largest number of advertisers and that's why it's more user-friendly," says Magdalena Saldaa, expert in digital media and academics at the School of Communication. Catholic University. "Now, Facebook keeps everything we do, in one way or another, to set the algorithm that shows messages from advertisers or from the beginning.
But what are the risks on the profiles?
"Misguided attackers can conduct micro-targeted campaigns to create community-based attacks or more sophisticated things, such as a fake competition for people who like a mobile phone, get information and use fraudulent information," explains Cuevas.
And it clarifies: "Facebook is entitled to advertising for users, but we see that this profile escapes, and the consequences of life of people interested in others that are interested in it may not be revealed."