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Website conversions

Swapping the Third-Party Cookie for First-Party Data

A Cambridge study went viral back in 2015 claiming “Facebook knows you better than anyone else.” Participants took a personality test, then gave researchers access to their Facebook likes. The results were straight out of Black Mirror. Given enough data, the algorithm was better able to predict a person’s personality traits than any human participants. It needed access to 10 likes to beat a work colleague, 70 to beat a roommate, 150 to beat a parent or sibling, and 300 to beat a spouse. Facebook’s process of collecting…