原創翻譯:龍騰網 http://www.ktxyyo.live 翻譯:L的日常123 轉載請注明出處



Personal data is one of the hottest commodities right now, and companies are doing whatever they can to get their hands on it. The goal is simple: to provide better-targeted ads that bring more money to those that provide them. Of course, this is presented to consumers as a great feature since you’ll no longer see ads for things that are of no interest to you. But how deep are companies digging to get the information needed to suggest just the right item? A lot deeper than we’d like, it turns out.

個人數據是目前最熱門的商品之一,各個公司正在盡其所能獲取這些數據。目標很簡單:提供更有針對性的廣告,為提供廣告的公司帶來更多的收入。當然,這對于消費者來說是一個很好的功能,因為你不會再看到你不感興趣的東西的廣告。但是,為了獲得推薦合適產品所需的信息,公司對于這些數據的挖掘有多深呢?結果比我們想象的要深得多。



Example 1: Mind reading or just reading?

例1:讀心術還是單純地讀取信息?

John (name changed) was texting a friend of his on Facebook Messenger about planning to use a flower delivery service in another city as a birthday surprise. John hadn’t looked up anything on Google yet and had never before seen ads for anything even remotely related to this. And yet, barely 10 minutes after the conversation, as he was scrolling through his news feed on Facebook, there was an ad about flower delivery services in that specific city he mentioned earlier. Obviously, the chance of that being a coincidence is close to zero. The only logical explanation is that bots are scouring through conversations looking for keywords and then matching them to users for ad targeting. For John, the preciseness of the ad felt invasive and he made sure to use a delivery service different from the one that was advertised.

約翰(化名)在Facebook Messenger上給他的一個朋友發消息,說他打算在另一個城市使用送花服務來作為一個生日驚喜。約翰還沒有在谷歌上查過任何相關的東西,也從未見過任何與此相關的廣告。然而,就在談話結束后不到10分鐘,當他在Facebook上瀏覽新聞資訊時,他看到了一條關于他之前提到的那個城市的送花服務的廣告。顯然,這種巧合的可能性接近于零。唯一合乎邏輯的解釋是,機器人正在搜索對話中的關鍵詞,然后將它們與用戶進行匹配,以完成廣告目標定位。對約翰來說,廣告的精準度給人一種侵犯性的感覺,他保證他將使用與廣告推送里不一樣的送花服務。



Example 2: As heard in your living room

例2:在起居室被監聽

Emma and Mary (again, changed names) were watching the TV show RuPaul’s Drag Race. During the show, the two were discussing what types of makeup are likely being used by the contestants, including specifics like brands and different lines. Emma, the one who reported to us, said she’s personally not too much into makeup and doesn’t do any research online before buying her own, she just picks it up at the store. And yet, the next day, while on Facebook, she started noticing ads about the same products from the same brands she and her friend were talking about.

艾瑪和瑪麗(還是化名)正在在看電視節目魯保羅變裝皇后秀。在看節目時,兩人討論了參賽者可能會用什么類型的化妝品,包括像品牌和不同的妝容等具體內容。向我們報告的艾瑪說,她個人對化妝品不太感興趣,在買自己的化妝品之前不會在網上做任何調查,而且只是在商店里買。然而,第二天,她在Facebook上開始注意到來自她和她朋友談論的相同品牌的相同產品的廣告。

But Facebook doesn’t seem to be the only one being too nosey.

但Facebook似乎并不是唯一一個太愛管閑事的公司。

Example 3: The cat conspiracy

例3:貓的陰謀

An American couple was having a chat using Samsung’s built-in text messaging app, both using an S10 device. The two were contemplating switching cat food brands, without having any specific one as a replacement in mind yet. And, you guessed it, ads for cat food were quick to appear, but that’s not all! About a week later, the couple received discount coupons for a specific brand of cat food. The coupons were for a local pet store that the couple has never shopped at and were mailed to the address they’re living at, further adding to the creepiness factor.

一對美國夫婦正在使用三星內置的短信應用聊天,兩人都使用的是S10設備。兩個人在考慮更換貓糧品牌,但目前還沒有討論出具體的替代品牌。好的,你猜對了,貓糧的廣告很快就出現了,但這還不是全部!大約一周后,這對夫婦收到了特定品牌貓糧的優惠券。這些優惠券是針對于當地一家寵物店的,而這對夫婦從來沒有去這家寵物店買過東西,而且這些優惠券還被寄到了他們現在居住的地方,這更增加了那種令人毛骨悚然的感覺。



Example 4: You're more predictable than you think

例4:你比你想象的更容易被預測

This time it wasn’t an ad that was too personal, but still an example of your phone keeping an eye on your activities. A woman in the States was looking to buy a house and was browsing offers on a realtor’s website. There was one she liked and was considering it for a while when she received a notification from Google with the exact time it would take her to drive to work from her new home during morning traffic. Now, that’s something you’re probably interested in when about to change living arrangements but it’s still a bit unsettling that your phone is doing these suggestions on its own.

這一次不是一個太私人的廣告,但仍然是一個你的手機監視你的活動的例子。美國有一位女士想買一套房子,并且正在瀏覽一家房地產經紀公司的網站。有一套房子是她喜歡的,在考慮了一段時間后,她收到了來自谷歌的通知,告訴了她在早上的交通高峰期從新家開車上班需要花費的確切時間?,F在,當你打算改變生活安排時或許會對某些事物感興趣,但你的手機自動跳出來一些建議,還是有點令人不安。

Example 5: Based on your interests

例5:基于你的興趣

Randy was talking on the phone to one of his friends one day and he mentioned that he was reading the book “Think and Grow Rich” by Napoleon Hill. At which his friend said: “You know, there’s another book of his I can recommend to you: Outwitting the devil.” That was the first time Randy has ever heard of that book, but as you might have already guessed, it wouldn’t be the last. Sure enough, the next day as he was scrolling through his Facebook feed, there were ads for the book “Outwitting the devil.” Coincidence? Unlikely.

蘭迪有一天正打電話給他的一個朋友,他提到他正在閱讀拿破侖·希爾的《思考致富》一書。聽了這話,他的朋友說:“對了,他的另外一本書可以推薦給你:《戰勝心魔》?!边@是蘭迪第一次聽說這本書,但你可能已經猜到了,這不會是最后一次。果然,第二天,當他在瀏覽Facebook時看到了《戰勝心魔》一書的廣告。巧合嗎?不太可能的。



Example 6: Let me take that off your hands

例6:讓我把它從你手上拿下來

This final one is coming from popular podcast host and comedian Joe Rogan. One of his friends was having a conversation with someone in person and said that he plans to trade in his car to get a new one and also mentioned the brand and model of the car he currently owned. There were no Facebook ads this time, however. The person said he received a text message on his phone with a lix for a website with a trade-in uation of his car ready for him to take advantage of. Unsurprisingly, he refused to click a lix randomly sent to him, but it was clear from the text of the message that the phone was aware of his intentions.

最后一個例子來自流行播客主持人兼喜劇演員喬·羅根。他的一個朋友正在和一個人當面聊天,他說他打算用他的車換一輛新的,還提到了他現在擁有的車的品牌和型號。然而,這次沒有Facebook的廣告。他說他手機上收到一條短信,上面有一個網站的鏈接,還附帶有一份對他的汽車的折價評估可供他利用。不出所料,他拒絕點擊隨機發送給他的鏈接,但從短信中可以明顯看出,手機知道他的意圖。



If there’s a scale on which to put personal data and its value for ad targeting, then keywords stripped from conversations would probably be at the very top. This means that the companies providing that data will charge a premium for it. Perhaps, then, there’s only a limited number of ad campaigns that are ready to pop up on your feed as soon as something relevant is mentioned by you.

如果有一個尺度來衡量個人數據及其在廣告定位中的價值,那么從對話中篩選出來的關鍵詞可能會排在最前面。這意味著提供這些數據的公司將為此收取高價費用。那么,當你提到一些東西時,你的新聞推送上可能只會出現有限數量的相關廣告。



Theory 2: Companies employ a "cooldown" period to not freak us out too much

理論2:公司會有一段“冷靜期”,以免我們太緊張



But since you’re here, you clearly know better than the average user. So, tell us, have you experienced anything similar to what we’ve described above? Or have you taken all the necessary measures to make sure your phone isn’t cooperating with anyone else? Share your stories in the comments below!

但既然你在這里,你顯然比一般用戶更清楚。那么,告訴我們,你有過類似于我們上面描述的經歷嗎?或者你已經采取了所有必要的措施來確保你的手機不與他人合作?請在下面的評論中分享你的故事!