How Marketers Collect and Use Your Data

Learn how marketers actually gather and use your data, as well as what you can do to better manage your privacy.

Introduction

• The value of data
• Concerning times and current issues
• Data is the new oil

1. Know the Extent of Your Shared Data

• Looking at your Google history
• The results of being tracked

2. How Data Is Collected

• The "digital handshake"
• Your digital fingerprint
• First-party cookies
• The limits of private browsing
• Understanding the difference between explicit data and implicit data

3. Understand Retargeting Technology

• How retargeting ruined Christmas
• Retargeting is not bad, just executed poorly
• Targeting is not all bad
• Using an ad blocker

4. Identify Third-Party Cookies

• How third-party cookies get on your computer
• Accumulating your data: The data management platform
• Seeing how Google (and advertisers) classify you
• Creating look-alikes

5. Connecting How Advertisers Use the Data

• Delivering an ad to you
• Invasive listening
• Associating connected devices (home assistants, smart TVs, and pacemakers)

6. Actionable Advice: What Should I Do Now?

• Embrace the technology for more relevant ad experiences
• Limit exposure and protect your data
• How can I manage privacy on my smartphone?

Conclusion

• Next steps