Our listening behavior could decide on advertisements in the future
It seems as if everyone is talking about data protection again. When it comes to user consent to the processing of their data, the advertising industry’s TCF framework is currently on the brink [1], yesterday we reported to you about the possible fingerprinting of a person through the built-in graphics card. But this is far from the end.
Because the advertising industry is getting more and more imaginative when it comes to tracking a person on the internet. After Google, Apple and Mozilla declared war on cookies, there is an urgent need for alternatives to bring products to men and women as specifically as possible. Podcasts and music could help with this.
At least that’s what SXM Media thinks, because apparently our taste in music and our love for podcasts says a lot about the character. If we use a service such as Spotify or Pandora, this information can be collected continuously and across devices.
Once affiliated with a particular interest group, the data is then auctioned off to the highest bidder, who then serves the individual personalized ads or incorporates them into a podcast commercial or free streaming service commercial break.
Companies like Spotify or Pandora are not exactly transparent when it comes to the use of our data, at Pandora they at least want to pass on data about age, gender and zip code to advertisers. The IP address makes it possible.
The only question that remains is whether the use of the data in this way would be legal at all. Regulations such as the GDPR or the Californian counterpart CCPA stipulate that only the user can decide how his data is used. It is questionable whether consent can be obtained in secret via the data protection directive, but it is already common practice in various areas.
Via gizmodo
