Smart Billboards Used For Targeted Ads
| Smart Billboards Used For Targeted Ads | |
|---|---|
| Short Title | Digital Billboards Target Passersby Through Cellphone Data |
| Location | United States |
| Date | August 2018 |
| Solove Harm | Surveillance, Secondary Use, Aggregation |
| Information | Behavioral, Preference, Location, Computer Device |
| Threat Actors | Customers of Five Tier, Five Tier |
| Individuals | |
| Affected | Passersby of smart billboards |
| High Risk Groups | |
| Tangible Harms | |
Marketing software companies such as Five Tier are using digital billboards to better target ads to passersby based on their precise location.
Description
More and more so called smart billboards are popping up around the U.S.
Marketing software companies such as Five Tier used them for targeted advertising. They can tell which cellphones are near their billboards. The billboards themselves have sensorsSurveillance, and companies also buy location data from cellphone carriers. Secondary Use
Such marketing software companies know a lot about who sees the ads on their billboards. They know age, race, gender, credit scores, lifestyle preferences. They know what individuals have been doing before; sometimes even what they’ve been doing before, during and after they look at the billboard. This helps serving more targeted ads and is an example of Aggregation.
According to a CEO of five Tier, the amount of data that can be pulled in is really infinite at this point. With mobile devices - latitude, longitude, altitude; if someone's in an elevator, changing an ad based on the floor that they're on in the elevator.