0:00:05.499,0:00:08.841
Back in the old days[br]advertisers had to speak to everybody

0:00:08.841,0:00:11.959
to reach the few[br]interested in their product.

0:00:11.959,0:00:14.745
(TV announcer) [br]From the dairy case, only a $1.39.

0:00:14.745,0:00:17.625
Smile at the 50 cents savings.[br]MAN: Nice!

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But today, companies[br]can reach us directly

0:00:21.170,0:00:25.060
with the right offer[br]at the right time.

0:00:25.060,0:00:28.711
(TV announcement)[br]I'm going to have a full head of hair

0:00:28.711,0:00:30.471
again, guaranteed.

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NARRATOR: Even if we don't know it yet.

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Right now in Australia, [br]some retailers automatically

0:00:36.999,0:00:40.782
offer us personalized vouchers[br]based on what we've just run

0:00:40.782,0:00:42.983
through the checkout.[br]

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MAN: 15% off TV props!

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NARRATOR: But in America,[br]it's gone way past that.

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Last year, Target sent a teenage girl[br]vouchers for baby clothes

0:00:52.366,0:00:54.703
and maternity wear.[br]Angering her father in the process.

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FATHER (yelling): This is totally [br]inappropriate! You're sending

0:00:57.208,0:00:58.944
these out to children!

0:00:58.944,0:01:02.455
NARRATOR: That was until he[br]discovered that his daughter

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was, in fact, knocked up. [br]FATHER: (sobbing).

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NARRATOR: Target worked it out[br]before Dad did by analyzing

0:01:07.496,0:01:10.864
the shopping records of women[br]on their baby shower registry

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and noticing there are a whole[br]bunch of products that women

0:01:13.431,0:01:18.154
tend to buy when they are pregnant.

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So they came up with a pregnancy [br]prediction score for other women

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buying the same items[br]and even roughly guessed their due dates

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to send out perfectly timed baby bargins.

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SALESMAN: 50% off Nappys![br]WOMAN (screaming)

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SALESMAN: I'll see if I have any in stock.

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NARRATOR: Companies can tell when [br]you are about to move house,

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when you're kids are going to graduate,[br]when you're thinking about buying

0:01:42.925,0:01:47.006
a new car, [br]They can pretty much read our minds.

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MAN: Ooooh 20% off vasectomies.

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NARRATOR: And in most cases, [br]we have willingly handed our

0:01:52.566,0:01:55.445
information over. [br]Take loyalty programs for example.

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They aren't about rewarding you.[br]They are about spying on you.

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SALESPERSON: Would you like[br]to join priceline sister club?

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MAN: Ooooh, what does that involve?[br]SALESPERSON: Well, you give us

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your name, address, date of birth, [br]sex, phone number and email

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and we record every single purchase[br]you make and share that information

0:02:08.809,0:02:12.686
with third parties, then we can buy[br]even more information about you

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from third parties[br]so we can sell you more stuff,

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and, if you not only give us [br]all that information,

0:02:17.239,0:02:20.710
but also spend $100 in store,[br]we'll give you voucher for $3.00

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which you most certainly[br]can throw straight in the bin.

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MAN: Where do I sign!

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NARRATOR: All those lifestyle [br]surveys and competitions,

0:02:30.605,0:02:32.729
they are just bribes for market research.[br]

0:02:32.729,0:02:35.919
MAN: Yeah, but all I need to do is tell [br]them how much I earn, where I live,

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how many kids I have, what magazines[br]I read, my debits and securities

0:02:39.111,0:02:45.421
and I can win an electric golf trolley![br]For golf!

0:02:45.421,0:02:47.921
NARRATOR: And then there is the [br]mountain of data we create using

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our credit cards, mobile phone[br]location services, social media updates,

0:02:51.812,0:02:55.462
google searches, actually pretty much[br]everything we do online.

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MAN: Wait, wait, wait.. everything?[br]NARRATOR: Uh ha..

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And it's only going to get worse.

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With an estimated one trillion[br]internet connected devices

0:03:06.642,0:03:11.083
in the world, by 2015, real life[br]and the digital universe

0:03:11.083,0:03:14.812
will soon become one.[br]MAN: Like in the Matrix?!

0:03:14.812,0:03:17.444
NARRATOR: Not the Matrix -[br]Minority Report.

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In 2010, General Motors filed a[br]payment for billboards target

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passing vehicles based on data[br]from their onboard navigation systems.

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They want to show you ads based on [br]where you are going,

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or how long you've been driving. [br]They even plan on working out

0:03:34.616,0:03:39.915
the age and sex of vehicle occupants[br]through voice analysis. That's right.

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You're GPS could be listening to you.[br]MAN: Are you???

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MAN: Cool. [br]NARRATOR: It's not cool, Ben.

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Companies like Axiom are selling [br]your data right now.

0:03:53.026,0:03:57.247
(on monitor: We have 1600 elements[br]including ethnic and behavioral categories

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and with more sources than ever before,[br]our accuracy is unparalleled.

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NARRATOR: They are making a mint [br]out of your information.

0:04:04.778,0:04:07.596
MAN: Yeah, so am I. [br]NARRATOR: Jees Ben, can't you see

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where this is going.

0:04:17.609,0:04:18.619
It's weird.[br]

0:04:18.619,0:04:21.749
MAN: It's Tom Cruise! [br]Everything he does is weird!

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NARRATOR: Ok, let me get some help here.

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MAN: Who are you?[br]MAN (2): I'm an expert.

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MAN: Expert in what?[br]MAN (2): This is TV. Does it really matter?

0:04:30.648,0:04:31.958
MAN: I guess not. [br]

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MAN (2): I mean sure it's great to get[br]advertising that's particularly relavent

0:04:34.558,0:04:37.576
to you. But now that companies know[br]more about you and your behavior

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than you can possibly imagine,[br]they target you when you're

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at your most vulnerable[br]and open to suggestion.

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It's not that you're actually [br]getting the best products,

0:04:45.711,0:04:47.879
you're getting the best [br]marketed products.

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What about if this company[br]that has all your information

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and sells it illegally, like T-Mobile[br]did in 2009 in the UK.

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MAN: Well, that sounds...[br](cell phone beep)

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MAN: Cheap ice cream! [br]I'll see ya.

0:05:04.790,0:05:07.185
NARRATOR: I think we lost him.

0:05:07.185,0:05:10.319
NARRATOR: In Europe they are trying[br]to fight back against this sort of thing

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with laws that force companies to tell[br]you what data they're going to collect

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and what they want to do with it

0:05:16.903,0:05:19.644
But in Australia, you're pretty much[br]on your own.

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So, if you don't want to be bombarded[br]with personalized ads,

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don't sign up to loyalty programs,[br]install tracking blocking software

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on your computer, only use cash,[br]turn location services off on you mobile,

0:05:32.333,0:05:38.792
and that way advertisers won't be able[br]to target you.

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I'm not bloody pregnant!