Consent is key: trading data for convenience.
Have you ever told your friends, "I was just thinking about needing a new [insert item here], and an ad popped up in my Instagram feed"? It’s a little creepy, but seriously convenient! No need to waste time searching for a product that meets all your individual needs. Instagram knows your taste, location, and maybe even your latest work drama. So why resist? Just "train" the algorithms to give you the best possible suggestions. The only thing you have to give back is data: a trail of cookies traveling across the internet wherever you go. Is that too much to ask? Well...
Let's take a moment to really understand what a "cookie" is. According to Andrew McStay Cookies are defined as small data files stored on a user’s device by websites. They play a key role in tracking browsing habits, storing preferences, and enabling targeted advertising, while also raising significant privacy concerns. (McStay, 2018, p. 176).
Imagine cookies are like little crumbs that you leave behind wherever you go. When you visit a website, it gives you a tiny crumb (a cookie) to remember you for next time. This way, the website knows it’s you, and can help show you things you like, remember where you left off, or even suggest new things. But some cookies can also track you across websites, which means they know where you went after closing the website page.
Thus, we leave our digital fingerprints across the internet and platforms like Meta use “adtech” to harvest our data. McStay (2018) describes adtech as a powerful yet invasive system, capturing not only who we are but also our daily habits. This isn’t just about the products we like — it’s about tracking our moods, routines, and reactions to create an intensely personal ad experience. Some even argue this model borders on “adtech abuse” (Open Rights Group, 2021). As we tap “Agree” on cookies, we may not realize exactly how much we're giving away.
Take Instagram, for example. It doesn't only know your favorite brands but also keeps tabs on when and how you browse. Suddenly, a blouse you briefly considered follows you from one app to another. This process exemplifies what Sinclair (2020) describes as an industry forced to push the boundaries of targeting to retain attention. The result of this pressure can be seen in campaigns that feel like they cross ethical lines, with companies tracking without clear consent.
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We are now faced with the practice of “surveillance capitalism” according to Zuboff at al. (2019). Platforms mine data like a resource, treating our online lives as inventory. We’re drawn in by content, but what we’re getting in return is less clear. These insights let brands deliver overly specific ads at the right moment, but it also risks creating an atmosphere of discomfort, as consumers feel trapped by a relentless flow of personalized pitches (Consumers and Online Privacy IAB UK, 2012). Ultimately, the question is: Do we value convenience more than control?
Transparency in consent is crucial. Consumers should understand precisely what they’re agreeing to and not be rushed into a generic “Agree” button. Open Rights Group (2021) argues for stronger regulations that define consent clearly, reducing ambiguity and enhancing user control. As we become more aware of how our data is used across platforms, the demand for genuine respectful consent grows stronger. After all, hyper-targeted ads should serve the user, not exploit them.
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