Kamleitner, Bernadette, et al. “Information bazaar: a contextual evaluation.”ACM HotPlanet workshop. 2013.
The rise in the number of smart devices has created a large ecosystem centred on users’ personal information and online activities. Numerous smartphone applications and social networking sites harvest and catalogue users’ personal information, enabling brokers such as Google and Facebook to provide a platform for advertisers to use this information for targeted advertising. Despite the fact that the users of these services are at the heart of this ecosystem, there has been little effort in understanding individuals’ perception of the value of their personal data in different contexts and situations. In this work, we present the results of our large-scale, contextual study over ten days that used smartphones to collect data on user activities, location, and companionship, as well as the amount of money that individuals attach to such information. Our results indicate that people can be remarkably sensitive to situational cues and also be prone to valuation biases. This study represents a first step towards providing insights into the usefulness of a marketplace for information, where users, or their agents, can freely decide to auction off various pieces of their information within established contexts.
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