Sara Watson writes:

“What is it about my data that suggests I might be a good fit for an anorexia study?” That’s the question my friend Jean asked me after she saw this targeted advertisement on her Facebook profile: [...]

She came up with a pretty good hypothesis. Jean is an MIT computer scientist who works on privacy programming languages. Because of her advocacy work on graduate student mental health, her browsing history and status updates are full of links to resources that might suggest she’s looking for help. Maybe Facebook inferred what Jean cares about, but not why.

Days later, I saw a similar ad. Unlike Jean, I didn’t have a good explanation for why I might have been targeted for the ad, which led me to believe that it could be broadly aimed at all women between the ages of 18 and 45 in the greater Boston area. (When I clicked to learn more about the study, this was listed as the target demographic.)

Still, it left us both with the unsettling feeling that something in our data suggests anorexia

Full Story: Data Doppelgängers and the Uncanny Valley of Personalization

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