Discover the dangers of targeted ads and how you can avoid them

The opinions expressed by entrepreneurs contributors are their own.

Have you ever innocently browsed the web, only to find that the advertisements presented to you lined up a little too perfectly with the conversation you just finished before picking up? your phone ? Maybe you've noticed that a title you've seen a dozen times in your recommendations suddenly looks different, and the thumbnail urges you to watch the trailer when you might not have before. .

That's because Netflix, and most other companies today, use massive amounts of real-time data, like which shows and movies you click on, to decide what to watch. should be displayed on your screen. This level of "personalization" is supposed to make our lives easier, but in a world where priority is given, these tactics get in the way of our free choice.

Now more than ever, it is imperative that we ask questions about how our data is used to organize the content presented to us and ultimately shape our opinions. But how do you get around so-called personalized, monetized, big data-driven results everywhere you look? It starts with a better understanding of what's going on behind the scenes.

How companies use our data to curate content

It's well known that companies use data about what we search for, do, and buy online to "curate" the content they think we're most likely to click on. The problem is that this method of curation is entirely based on the goal of monetization, which in turn silently limits your freedom of choice and your ability to seek out new information.

Take, for example, how ad networks decide what to show you. Advertisers pay per impression, but they spend even more when a user actually clicks, which is why ad networks want to deliver content that you're most likely to engage with. Based on your browsing habits, most of the advertisements you will be shown will feature brands and products that you have viewed in the past. This reinforces preferences without necessarily allowing you to explore new options.

Depending on how you interact with the ads shown to you, they will be further optimized for sales by showing you more of what you click and less of what you don't. All the while, you're living in an ad bubble that can impact product recommendations, local restaurant listings, services, and even articles shown in your News Feed.

In other words, by simply showing you more of the same, companies are maximizing their profits while actively countering your ability to uncover new information - and that's a very detrimental thing.

Related: How Companies Are Using Big Data to Increase Sales and How You Can Do The Same

What we are shown online shapes our opinions

are one of the starkest examples of how big data can be harmful when not properly monitored and controlled.

Suddenly it becomes clear that curated content almost forces us to isolate ourselves. When it comes to products and services, this can be inconvenient, but when faced with political topics, many consumers find themselves in a dangerous feedback loop without even realizing it. /p>

Once a social media platform pegs you to specific demographics, you'll start seeing more content that supports opinions you've seen before and aligns with opinions you seem to hold . As a result, you may find yourself surrounded by information that seems to confirm your beliefs and perpetuate stereotypes, even if it's not the whole truth.

It's getting harder and harder to find...