CHAPTER 3 Predictive Analytics in Digital Advertising: Are Platforms Really Interested in Accuracy?
Malmö University, Bassänggatan 2, Malmö, 211 19 (Sweden)
Email: oscar.coromina@mau.se
Introduction
The Social Dilemma (Orlowski 2020) is a short documentary film produced by Netflix about the dangers and risks of the increasing central role of digital platforms in our everyday life. The film reflects on how social media users are not in fact the customer but the product and how each small interaction becomes valuable information that helps their almighty algorithms learn how to manipulate us. This process is fictionalized using human actors personified as algorithms that are able to predict when, where and how certain content ...
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