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When every public screen is your personal screen

One screen, one user.

But what happens when any screen can serve hundreds of users?

In Steven Spielberg’s 2002 sci-fi movie, Minority Report, billboards could display customized ads that addressed each passerby by name (or at least by the name of the person who provided one’s eyeballs). Every public holographic billboard became private, targeted and personalized for a couple of seconds as each person walked by.

In reality, the public will likely reject the Minority Report model of their personal data being used to trigger public ad personalization.

As this week’s congressional hearing featuring Facebook CEO Mark Zuckerberg demonstrated, the public and politicians are reaching their limits with privacy violations by companies that use personal information to display targeted advertising.

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