We draw a blank ads banner, two people are looking at it and each of them sees their own advertising projection.
Marketers and advertisers were among the first to take interest in Big Data technologies, and now they are enjoying the benefits. They use a huge variety of data from telecommunications service providers, including geolocation, gender, age, marital status of subscribers to make sure that advertising was as precise as possible.
It is possible to change the content of the advertising message, depending on the preferences of people who are close by. Micro-sensors embedded in the outer media identify people through the chips in their mobile phones, credit cards and other personal belongings. Then, an ad request can not only be formed, but also be transmitted individually. For example, a pair of ultrasonic beams deliver localised audio message that can be heard only by one person. Announcements can be personal and unique even in the most crowded places.
Psychologists and human rights activists are concerned about the massive use of these technologies, because the personal information involved in global projects threatens the privacy and protection of personal data. But business interests seem to override for now. Mankind still relies on cybersecurity systems designed to prevent attackers from obtaining the data.