1 00:00:05,499 --> 00:00:08,841 Back in the old days advertisers had to speak to everybody 2 00:00:08,841 --> 00:00:11,959 to reach the few interested in their product. 3 00:00:11,959 --> 00:00:14,745 (TV announcer) From the dairy case, only a $1.39. 4 00:00:14,745 --> 00:00:17,625 Smile at the 50 cents savings. MAN: Nice! 5 00:00:17,625 --> 00:00:21,170 But today, companies can reach us directly 6 00:00:21,170 --> 00:00:25,060 with the right offer at the right time. 7 00:00:25,060 --> 00:00:28,711 (TV announcement) I'm going to have a full head of hair 8 00:00:28,711 --> 00:00:30,471 again, guaranteed. 9 00:00:30,471 --> 00:00:33,440 NARRATOR: Even if we don't know it yet. 10 00:00:33,440 --> 00:00:36,999 Right now in Australia, some retailers automatically 11 00:00:36,999 --> 00:00:40,782 offer us personalized vouchers based on what we've just run 12 00:00:40,782 --> 00:00:42,983 through the checkout. 13 00:00:42,983 --> 00:00:45,201 MAN: 15% off TV props! 14 00:00:45,201 --> 00:00:48,091 NARRATOR: But in America, it's gone way past that. 15 00:00:48,091 --> 00:00:52,366 Last year, Target sent a teenage girl vouchers for baby clothes 16 00:00:52,366 --> 00:00:54,703 and maternity wear. Angering her father in the process. 17 00:00:54,703 --> 00:00:57,208 FATHER (yelling): This is totally inappropriate! You're sending 18 00:00:57,208 --> 00:00:58,944 these out to children! 19 00:00:58,944 --> 00:01:02,455 NARRATOR: That was until he discovered that his daughter 20 00:01:02,455 --> 00:01:04,063 was, in fact, knocked up. FATHER: (sobbing). 21 00:01:04,063 --> 00:01:07,496 NARRATOR: Target worked it out before Dad did by analyzing 22 00:01:07,496 --> 00:01:10,864 the shopping records of women on their baby shower registry 23 00:01:10,864 --> 00:01:13,431 and noticing there are a whole bunch of products that women 24 00:01:13,431 --> 00:01:18,154 tend to buy when they are pregnant. 25 00:01:18,154 --> 00:01:23,157 So they came up with a pregnancy prediction score for other women 26 00:01:23,157 --> 00:01:27,255 buying the same items and even roughly guessed their due dates 27 00:01:27,255 --> 00:01:30,835 to send out perfectly timed baby bargins. 28 00:01:30,835 --> 00:01:35,696 SALESMAN: 50% off Nappys! WOMAN (screaming) 29 00:01:35,696 --> 00:01:38,086 SALESMAN: I'll see if I have any in stock. 30 00:01:38,086 --> 00:01:40,186 NARRATOR: Companies can tell when you are about to move house, 31 00:01:40,186 --> 00:01:42,925 when you're kids are going to graduate, when you're thinking about buying 32 00:01:42,925 --> 00:01:47,006 a new car, They can pretty much read our minds. 33 00:01:47,006 --> 00:01:49,188 MAN: Ooooh 20% off vasectomies. 34 00:01:49,188 --> 00:01:52,566 NARRATOR: And in most cases, we have willingly handed our 35 00:01:52,566 --> 00:01:55,445 information over. Take loyalty programs for example. 36 00:01:55,445 --> 00:01:58,918 They aren't about rewarding you. They are about spying on you. 37 00:01:58,918 --> 00:02:00,961 SALESPERSON: Would you like to join priceline sister club? 38 00:02:00,961 --> 00:02:02,972 MAN: Ooooh, what does that involve? SALESPERSON: Well, you give us 39 00:02:02,972 --> 00:02:05,668 your name, address, date of birth, sex, phone number and email 40 00:02:05,668 --> 00:02:08,809 and we record every single purchase you make and share that information 41 00:02:08,809 --> 00:02:12,686 with third parties, then we can buy even more information about you 42 00:02:12,686 --> 00:02:15,115 from third parties so we can sell you more stuff, 43 00:02:15,115 --> 00:02:17,239 and, if you not only give us all that information, 44 00:02:17,239 --> 00:02:20,710 but also spend $100 in store, we'll give you voucher for $3.00 45 00:02:20,710 --> 00:02:23,477 which you most certainly can throw straight in the bin. 46 00:02:23,477 --> 00:02:27,930 MAN: Where do I sign! 47 00:02:27,930 --> 00:02:30,605 NARRATOR: All those lifestyle surveys and competitions, 48 00:02:30,605 --> 00:02:32,729 they are just bribes for market research. 49 00:02:32,729 --> 00:02:35,919 MAN: Yeah, but all I need to do is tell them how much I earn, where I live, 50 00:02:35,919 --> 00:02:39,111 how many kids I have, what magazines I read, my debits and securities 51 00:02:39,111 --> 00:02:45,421 and I can win an electric golf trolley! For golf! 52 00:02:45,421 --> 00:02:47,921 NARRATOR: And then there is the mountain of data we create using 53 00:02:47,921 --> 00:02:51,812 our credit cards, mobile phone location services, social media updates, 54 00:02:51,812 --> 00:02:55,462 google searches, actually pretty much everything we do online. 55 00:02:55,462 --> 00:03:00,032 MAN: Wait, wait, wait.. everything? NARRATOR: Uh ha.. 56 00:03:00,032 --> 00:03:02,833 And it's only going to get worse. 57 00:03:02,833 --> 00:03:06,642 With an estimated one trillion internet connected devices 58 00:03:06,642 --> 00:03:11,083 in the world, by 2015, real life and the digital universe 59 00:03:11,083 --> 00:03:14,812 will soon become one. MAN: Like in the Matrix?! 60 00:03:14,812 --> 00:03:17,444 NARRATOR: Not the Matrix - Minority Report. 61 00:03:17,444 --> 00:03:21,264 In 2010, General Motors filed a payment for billboards target 62 00:03:21,264 --> 00:03:28,405 passing vehicles based on data from their onboard navigation systems. 63 00:03:28,405 --> 00:03:30,892 They want to show you ads based on where you are going, 64 00:03:30,892 --> 00:03:34,616 or how long you've been driving. They even plan on working out 65 00:03:34,616 --> 00:03:39,915 the age and sex of vehicle occupants through voice analysis. That's right. 66 00:03:39,915 --> 00:03:46,366 You're GPS could be listening to you. MAN: Are you??? 67 00:03:46,366 --> 00:03:49,084 MAN: Cool. NARRATOR: It's not cool, Ben. 68 00:03:49,084 --> 00:03:53,026 Companies like Axiom are selling your data right now. 69 00:03:53,026 --> 00:03:57,247 (on monitor: We have 1600 elements including ethnic and behavioral categories 70 00:03:57,247 --> 00:04:01,797 and with more sources than ever before, our accuracy is unparalleled. 71 00:04:01,797 --> 00:04:04,778 NARRATOR: They are making a mint out of your information. 72 00:04:04,778 --> 00:04:07,596 MAN: Yeah, so am I. NARRATOR: Jees Ben, can't you see 73 00:04:07,596 --> 00:04:17,609 where this is going. 74 00:04:17,609 --> 00:04:18,619 It's weird. 75 00:04:18,619 --> 00:04:21,749 MAN: It's Tom Cruise! Everything he does is weird! 76 00:04:21,749 --> 00:04:26,097 NARRATOR: Ok, let me get some help here. 77 00:04:26,097 --> 00:04:28,189 MAN: Who are you? MAN (2): I'm an expert. 78 00:04:28,189 --> 00:04:30,648 MAN: Expert in what? MAN (2): This is TV. Does it really matter? 79 00:04:30,648 --> 00:04:31,958 MAN: I guess not. 80 00:04:31,958 --> 00:04:34,558 MAN (2): I mean sure it's great to get advertising that's particularly relavent 81 00:04:34,558 --> 00:04:37,576 to you. But now that companies know more about you and your behavior 82 00:04:37,576 --> 00:04:40,415 than you can possibly imagine, they target you when you're 83 00:04:40,415 --> 00:04:43,119 at your most vulnerable and open to suggestion. 84 00:04:43,119 --> 00:04:45,711 It's not that you're actually getting the best products, 85 00:04:45,711 --> 00:04:47,879 you're getting the best marketed products. 86 00:04:47,879 --> 00:04:50,741 What about if this company that has all your information 87 00:04:50,741 --> 00:04:54,749 and sells it illegally, like T-Mobile did in 2009 in the UK. 88 00:04:54,749 --> 00:04:58,140 MAN: Well, that sounds... (cell phone beep) 89 00:04:58,140 --> 00:05:04,790 MAN: Cheap ice cream! I'll see ya. 90 00:05:04,790 --> 00:05:07,185 NARRATOR: I think we lost him. 91 00:05:07,185 --> 00:05:10,319 NARRATOR: In Europe they are trying to fight back against this sort of thing 92 00:05:10,319 --> 00:05:14,039 with laws that force companies to tell you what data they're going to collect 93 00:05:14,039 --> 00:05:16,903 and what they want to do with it 94 00:05:16,903 --> 00:05:19,644 But in Australia, you're pretty much on your own. 95 00:05:19,644 --> 00:05:23,282 So, if you don't want to be bombarded with personalized ads, 96 00:05:23,282 --> 00:05:28,683 don't sign up to loyalty programs, install tracking blocking software 97 00:05:28,683 --> 00:05:32,333 on your computer, only use cash, turn location services off on you mobile, 98 00:05:32,333 --> 00:05:38,792 and that way advertisers won't be able to target you. 99 00:05:42,541 --> 00:05:43,035 I'm not bloody pregnant!