The Illusion Of Privacy: Assessing The Use Of Big Data For Ad Targeting On Social Media
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For modern-day advertisers, data is everything. This paper explores how data is used in paid social media advertising and examines the fine line between ad relevancy and a breach in privacy. Additionally, this thesis assesses the ethical responsibility of data brokers, social media platforms, U.S. government, and consumers for upholding user privacy. After researching current legislation and reviewing privacy policies, this thesis finds there is an insufficient amount of regulation. Additionally, interviews included in this study discovered a general unawareness of how data is being collected and sold by social media platforms.