this is my cellphone and my cellphone is very important to me
very important to me
very important to me I read my emails on it I talked my
I read my emails on it I talked my
I read my emails on it I talked my friends on Facebook on it I checked the
friends on Facebook on it I checked the
friends on Facebook on it I checked the weather before I go outside and I look
weather before I go outside and I look
weather before I go outside and I look at funny cat pictures my phone is very
at funny cat pictures my phone is very
at funny cat pictures my phone is very important to me because it touches so
important to me because it touches so
important to me because it touches so many different aspects of my life my
many different aspects of my life my
many different aspects of my life my phone is also very important to a lot of
phone is also very important to a lot of
phone is also very important to a lot of companies because by looking at my
companies because by looking at my
companies because by looking at my internet browser history they can learn
internet browser history they can learn
internet browser history they can learn about who I am and it’s not just my
about who I am and it’s not just my
about who I am and it’s not just my phone it’s my laptop
phone it’s my laptop
phone it’s my laptop it’s my iPad it’s anything I use to
it’s my iPad it’s anything I use to
it’s my iPad it’s anything I use to connect to the Internet companies are
connect to the Internet companies are
connect to the Internet companies are interested in what I’m doing and it’s
interested in what I’m doing and it’s
interested in what I’m doing and it’s not just me it’s every single one of you
not just me it’s every single one of you
not just me it’s every single one of you every time you connect the Internet
every time you connect the Internet
every time you connect the Internet companies want to know who are you what
companies want to know who are you what
companies want to know who are you what are you interested in welcome to the
are you interested in welcome to the
are you interested in welcome to the world of big data the world is changing
world of big data the world is changing
world of big data the world is changing and you need to understand how and why
and you need to understand how and why
and you need to understand how and why because you’re part of it we currently
because you’re part of it we currently
because you’re part of it we currently live in the information age and there is
live in the information age and there is
live in the information age and there is one rule here knowledge is power
one rule here knowledge is power
one rule here knowledge is power this is a common saying you’ve probably
this is a common saying you’ve probably
this is a common saying you’ve probably heard it before but I need you to be
heard it before but I need you to be
heard it before but I need you to be convinced beyond a shadow of a doubt
convinced beyond a shadow of a doubt
convinced beyond a shadow of a doubt that this is truth so I’m going to
that this is truth so I’m going to
that this is truth so I’m going to convince you entire books have been
convince you entire books have been
convince you entire books have been written about this idea one of the most
written about this idea one of the most
written about this idea one of the most common one of the most popular is the
common one of the most popular is the
common one of the most popular is the art of war it’s this fundamental concept
art of war it’s this fundamental concept
art of war it’s this fundamental concept that you can overcome a difference in
that you can overcome a difference in
that you can overcome a difference in power by leveraging a difference in
power by leveraging a difference in
power by leveraging a difference in knowledge so okay it’s popular that
knowledge so okay it’s popular that
knowledge so okay it’s popular that doesn’t mean that’s right
doesn’t mean that’s right
doesn’t mean that’s right so let’s look at a case study you’ve
so let’s look at a case study you’ve
so let’s look at a case study you’ve probably heard of America
probably heard of America
probably heard of America let’s go back to the Revolutionary War
let’s go back to the Revolutionary War
let’s go back to the Revolutionary War you have a brand new militia these
you have a brand new militia these
you have a brand new militia these scarcely trained people and they are
scarcely trained people and they are
scarcely trained people and they are going to fight the British Empire and
going to fight the British Empire and
going to fight the British Empire and they’re highly trained veteran redcoats
they’re highly trained veteran redcoats
they’re highly trained veteran redcoats how can you possibly win you start using
how can you possibly win you start using
how can you possibly win you start using guerrilla tactics you start out
guerrilla tactics you start out
guerrilla tactics you start out maneuvering them outsmarting them and
maneuvering them outsmarting them and
maneuvering them outsmarting them and suddenly you have a new nation on your
suddenly you have a new nation on your
suddenly you have a new nation on your hands here’s a new example this one’s my
hands here’s a new example this one’s my
hands here’s a new example this one’s my favorite Batman this is a super hero
favorite Batman this is a super hero
favorite Batman this is a super hero with no superpowers how does that work
with no superpowers how does that work
with no superpowers how does that work he’s just a regular guy but by
he’s just a regular guy but by
he’s just a regular guy but by leveraging knowledge by using technology
leveraging knowledge by using technology
leveraging knowledge by using technology he can accomplish superhuman feats
he can accomplish superhuman feats
he can accomplish superhuman feats knowledge is power and the reason that
knowledge is power and the reason that
knowledge is power and the reason that I’m making this point the reason I’m
I’m making this point the reason I’m
I’m making this point the reason I’m trying to drive this home over and over
trying to drive this home over and over
trying to drive this home over and over is because we live in a time when there
is because we live in a time when there
is because we live in a time when there is more information than ever before
is more information than ever before
is more information than ever before never has knowledge been so readily
never has knowledge been so readily
never has knowledge been so readily available in 2010 there were over 50
available in 2010 there were over 50
available in 2010 there were over 50 billion photographs on Facebook that
billion photographs on Facebook that
billion photographs on Facebook that number has skyrocketed three years later
number has skyrocketed three years later
number has skyrocketed three years later in 2013 there were over 350 billion
in 2013 there were over 350 billion
in 2013 there were over 350 billion that’s huge that is mind-boggling Lee
that’s huge that is mind-boggling Lee
that’s huge that is mind-boggling Lee large in fact there is no other word I
large in fact there is no other word I
large in fact there is no other word I can use to describe it other than big
can use to describe it other than big
can use to describe it other than big big is in fact the perfect word this is
big is in fact the perfect word this is
big is in fact the perfect word this is not a coincidence how many people have
not a coincidence how many people have
not a coincidence how many people have heard the term big data before it is a
heard the term big data before it is a
heard the term big data before it is a popular term and it is going to become
popular term and it is going to become
popular term and it is going to become more popular in the very near future
more popular in the very near future
more popular in the very near future what is Big Data well some of the
what is Big Data well some of the
what is Big Data well some of the problems that we are facing today are so
problems that we are facing today are so
problems that we are facing today are so large that they cannot be solved using
large that they cannot be solved using
large that they cannot be solved using traditional analysis techniques why why
traditional analysis techniques why why
traditional analysis techniques why why not they’ve worked before what’s
not they’ve worked before what’s
not they’ve worked before what’s different there are two big differences
different there are two big differences
different there are two big differences that define a big data problem from a
that define a big data problem from a
that define a big data problem from a regular problem
regular problem
regular problem the first is volume how much data is
the first is volume how much data is
the first is volume how much data is there this is Google and last year they
there this is Google and last year they
there this is Google and last year they processed over 1 trillion
processed over 1 trillion
processed over 1 trillion searches 1 trillion that’s a lot of
searches 1 trillion that’s a lot of
searches 1 trillion that’s a lot of information you can clearly learn
information you can clearly learn
information you can clearly learn something from that but if you’re going
something from that but if you’re going
something from that but if you’re going to do that you need to be able to look
to do that you need to be able to look
to do that you need to be able to look at all that information you need to
at all that information you need to
at all that information you need to store it somewhere computers have gotten
store it somewhere computers have gotten
store it somewhere computers have gotten better and the first computer had so
better and the first computer had so
better and the first computer had so little memory but if you took a
little memory but if you took a
little memory but if you took a photograph with your cell phone today it
photograph with your cell phone today it
photograph with your cell phone today it would be too large there’s too much data
would be too large there’s too much data
would be too large there’s too much data there to be stored in the first computer
there to be stored in the first computer
there to be stored in the first computer so we’ve clearly made some progress but
so we’ve clearly made some progress but
so we’ve clearly made some progress but that’s a trillion searches up there you
that’s a trillion searches up there you
that’s a trillion searches up there you can’t store that no laptop or in 10
can’t store that no laptop or in 10
can’t store that no laptop or in 10 laptops you need to change how you
laptops you need to change how you
laptops you need to change how you organize your data
organize your data
organize your data what’s more traditional algorithms don’t
what’s more traditional algorithms don’t
what’s more traditional algorithms don’t work anymore will work in the sense that
work anymore will work in the sense that
work anymore will work in the sense that they’ll get you an answer but it’s going
they’ll get you an answer but it’s going
they’ll get you an answer but it’s going to take you 200 years so we need not
to take you 200 years so we need not
to take you 200 years so we need not just new hardware I need new ways to
just new hardware I need new ways to
just new hardware I need new ways to store data we need new algorithms to
store data we need new algorithms to
store data we need new algorithms to process it faster that is a volume big
process it faster that is a volume big
process it faster that is a volume big data problem there’s another kind of big
data problem there’s another kind of big
data problem there’s another kind of big data problem that’s velocity this is a
data problem that’s velocity this is a
data problem that’s velocity this is a picture of the Large Hadron Collider it
picture of the Large Hadron Collider it
picture of the Large Hadron Collider it is a 17 mile long track that straddles
is a 17 mile long track that straddles
is a 17 mile long track that straddles the border between France and
the border between France and
the border between France and Switzerland and it accelerates subatomic
Switzerland and it accelerates subatomic
Switzerland and it accelerates subatomic particles to near the speed of light and
particles to near the speed of light and
particles to near the speed of light and then smashes them together that’s really
then smashes them together that’s really
then smashes them together that’s really cool however when you do that you
cool however when you do that you
cool however when you do that you produce a lot of information really
produce a lot of information really
produce a lot of information really really quickly it is very much like if
really quickly it is very much like if
really quickly it is very much like if you are a student in class you’re trying
you are a student in class you’re trying
you are a student in class you’re trying to take notes on what the teacher is
to take notes on what the teacher is
to take notes on what the teacher is saying but the teacher has a lot of
saying but the teacher has a lot of
saying but the teacher has a lot of really good information and they seem to
really good information and they seem to
really good information and they seem to talk really really fast and they don’t
talk really really fast and they don’t
talk really really fast and they don’t even need to breathe and they just keep
even need to breathe and they just keep
even need to breathe and they just keep going and going and going and going and
going and going and going and going and
going and going and going and going and you can’t get all of it so what do you
you can’t get all of it so what do you
you can’t get all of it so what do you do you filter out the most important
do you filter out the most important
do you filter out the most important stuff you listen and this is exactly
stuff you listen and this is exactly
stuff you listen and this is exactly what they do at CERN the organization
what they do at CERN the organization
what they do at CERN the organization that runs the Large Hadron Collider
that runs the Large Hadron Collider
that runs the Large Hadron Collider in real-time they filter out what’s most
in real-time they filter out what’s most
in real-time they filter out what’s most important and what’s the least important
important and what’s the least important
important and what’s the least important because they can’t capture everything
because they can’t capture everything
because they can’t capture everything and so they need to decide what to do
and so they need to decide what to do
and so they need to decide what to do with it all
with it all
with it all that’s a velocity big data problem so ok
that’s a velocity big data problem so ok
that’s a velocity big data problem so ok big data it’s kind of a big deal why is
big data it’s kind of a big deal why is
big data it’s kind of a big deal why is it happening why now
it happening why now
it happening why now for one we have made some advances in
for one we have made some advances in
for one we have made some advances in the ability to store information and the
the ability to store information and the
the ability to store information and the algorithms we use but we also have the
algorithms we use but we also have the
algorithms we use but we also have the Internet that whole part where there’s
Internet that whole part where there’s
Internet that whole part where there’s more information than ever before that
more information than ever before that
more information than ever before that Facebook that Google we are creating
Facebook that Google we are creating
Facebook that Google we are creating information and now the Large Hadron
information and now the Large Hadron
information and now the Large Hadron Collider probably does not impact you
Collider probably does not impact you
Collider probably does not impact you everyday so let’s pick an example of
everyday so let’s pick an example of
everyday so let’s pick an example of something that might pop up more in your
something that might pop up more in your
something that might pop up more in your daily life like advertisements that was
daily life like advertisements that was
daily life like advertisements that was a pop up ads by the way thank you thank
a pop up ads by the way thank you thank
a pop up ads by the way thank you thank you
you
you so why advertising for one thing it’s
so why advertising for one thing it’s
so why advertising for one thing it’s something we’ve all encountered
something we’ve all encountered
something we’ve all encountered advertising is pervasive for another
advertising is pervasive for another
advertising is pervasive for another thing it’s something that companies are
thing it’s something that companies are
thing it’s something that companies are very very interested in it’s very easy
very very interested in it’s very easy
very very interested in it’s very easy for them to see the value here if you
for them to see the value here if you
for them to see the value here if you have better ads more people buy your
have better ads more people buy your
have better ads more people buy your stuff you make more money
stuff you make more money
stuff you make more money boom boom boom we like it so Wow is how
boom boom boom we like it so Wow is how
boom boom boom we like it so Wow is how is all of this new information how is
is all of this new information how is
is all of this new information how is big data impacting advertising and how
big data impacting advertising and how
big data impacting advertising and how does it pertain to you
does it pertain to you
does it pertain to you the first kind of advertisements were
the first kind of advertisements were
the first kind of advertisements were completely untargeted let’s say you put
completely untargeted let’s say you put
completely untargeted let’s say you put an advertisement on a billboard you
an advertisement on a billboard you
an advertisement on a billboard you don’t know anything about who’s driving
don’t know anything about who’s driving
don’t know anything about who’s driving by you can’t say anything to reach out
by you can’t say anything to reach out
by you can’t say anything to reach out to someone driving by and so you just
to someone driving by and so you just
to someone driving by and so you just have to appeal to as many people as
have to appeal to as many people as
have to appeal to as many people as possible
possible
possible it’s untargeted but let’s say that
it’s untargeted but let’s say that
it’s untargeted but let’s say that you’re buying advertising space on TV
you’re buying advertising space on TV
you’re buying advertising space on TV suddenly you know a little something
suddenly you know a little something
suddenly you know a little something about your audience
about your audience
about your audience Gillette should not be advertising
Gillette should not be advertising
Gillette should not be advertising shaving cream on Cartoon Network and
shaving cream on Cartoon Network and
shaving cream on Cartoon Network and Hasbro should not be trying to sell
Hasbro should not be trying to sell
Hasbro should not be trying to sell play-doh during the Superbowl the people
play-doh during the Superbowl the people
play-doh during the Superbowl the people the audience just isn’t interested you
the audience just isn’t interested you
the audience just isn’t interested you know something about them and so you
know something about them and so you
know something about them and so you control your advertisements
control your advertisements
control your advertisements so we went from untargeted to targeted a
so we went from untargeted to targeted a
so we went from untargeted to targeted a general demographic the next logical
general demographic the next logical
general demographic the next logical step is targeting individual people this
step is targeting individual people this
step is targeting individual people this is big data this is the future it’s
is big data this is the future it’s
is big data this is the future it’s actually the present but it’s going to
actually the present but it’s going to
actually the present but it’s going to become more and more important so what
become more and more important so what
become more and more important so what is an advertisement that targets you on
is an advertisement that targets you on
is an advertisement that targets you on the Internet
the Internet
the Internet it’s called a banner ad and even if you
it’s called a banner ad and even if you
it’s called a banner ad and even if you haven’t heard the term before I bet
haven’t heard the term before I bet
haven’t heard the term before I bet you’re going to recognize it this is a
you’re going to recognize it this is a
you’re going to recognize it this is a weather website you can see it today is
weather website you can see it today is
weather website you can see it today is a forecast you can see some news
a forecast you can see some news
a forecast you can see some news articles and that red box is an
articles and that red box is an
articles and that red box is an advertisement that’s State Farm auto
advertisement that’s State Farm auto
advertisement that’s State Farm auto insurance how did that get there this is
insurance how did that get there this is
insurance how did that get there this is another weather website and I’ve got the
another weather website and I’ve got the
another weather website and I’ve got the weekly forecast and sunglasses
weekly forecast and sunglasses
weekly forecast and sunglasses why are those there how did they get
why are those there how did they get
why are those there how did they get there this is a process known as
there this is a process known as
there this is a process known as real-time bidding and there are billions
real-time bidding and there are billions
real-time bidding and there are billions of these transactions every day and
of these transactions every day and
of these transactions every day and every single one of them takes
every single one of them takes
every single one of them takes milliseconds let’s walk through the
milliseconds let’s walk through the
milliseconds let’s walk through the process because this happens every time
process because this happens every time
process because this happens every time you visit a webpage with an
you visit a webpage with an
you visit a webpage with an advertisement this is happening to you
advertisement this is happening to you
advertisement this is happening to you this is someone using the Internet let’s
this is someone using the Internet let’s
this is someone using the Internet let’s call them Bob Bob has just bought a
call them Bob Bob has just bought a
call them Bob Bob has just bought a convertible and he wants to know what
convertible and he wants to know what
convertible and he wants to know what today’s weather forecast is so that he
today’s weather forecast is so that he
today’s weather forecast is so that he knows whether he can ride with the top
knows whether he can ride with the top
knows whether he can ride with the top down or not so Bob goes onto the
down or not so Bob goes onto the
down or not so Bob goes onto the internet and he visits weather.com which
internet and he visits weather.com which
internet and he visits weather.com which has room for an advertisement on it in
has room for an advertisement on it in
has room for an advertisement on it in the milliseconds before the page loads
the milliseconds before the page loads
the milliseconds before the page loads where the calm says hey Bob here is
where the calm says hey Bob here is
where the calm says hey Bob here is visiting I need someone to put an
visiting I need someone to put an
visiting I need someone to put an advertisement on this page I want to
advertisement on this page I want to
advertisement on this page I want to make some money someone give me an
make some money someone give me an
make some money someone give me an advertisement
advertisement
advertisement so whether calm reaches out to Google’s
so whether calm reaches out to Google’s
so whether calm reaches out to Google’s double-click Ad Exchange
double-click Ad Exchange
double-click Ad Exchange that’s what ad X stands for it’s ad
that’s what ad X stands for it’s ad
that’s what ad X stands for it’s ad exchange and there are companies other
exchange and there are companies other
exchange and there are companies other than Google doing this um but what Addax
than Google doing this um but what Addax
than Google doing this um but what Addax does is it coordinates advertisers with
does is it coordinates advertisers with
does is it coordinates advertisers with websites that need ad for
websites that need ad for
websites that need ad for Huysmans so whether comm reaches out and
Huysmans so whether comm reaches out and
Huysmans so whether comm reaches out and says addicts hey bob is visiting a
says addicts hey bob is visiting a
says addicts hey bob is visiting a weather website and I really need an
weather website and I really need an
weather website and I really need an advertisement about that large so
advertisement about that large so
advertisement about that large so addicts reaches out to companies who are
addicts reaches out to companies who are
addicts reaches out to companies who are looking to advertise to Bob this is the
looking to advertise to Bob this is the
looking to advertise to Bob this is the first time that companies can really
first time that companies can really
first time that companies can really leverage their knowledge about you as
leverage their knowledge about you as
leverage their knowledge about you as individuals because addicts can’t reach
individuals because addicts can’t reach
individuals because addicts can’t reach out to every advertiser on the planet
out to every advertiser on the planet
out to every advertiser on the planet every time someone visits a webpage
every time someone visits a webpage
every time someone visits a webpage there are too many so what it does is it
there are too many so what it does is it
there are too many so what it does is it reaches out and it says all right you
reaches out and it says all right you
reaches out and it says all right you you and you you all have Bob in your
you and you you all have Bob in your
you and you you all have Bob in your target audience so I’m gonna ask you how
target audience so I’m gonna ask you how
target audience so I’m gonna ask you how much are you willing to pay to advertise
much are you willing to pay to advertise
much are you willing to pay to advertise to Bob so for companies it’s very
to Bob so for companies it’s very
to Bob so for companies it’s very important to know individual people so
important to know individual people so
important to know individual people so that they can have a list now some some
that they can have a list now some some
that they can have a list now some some companies just target demographics I
companies just target demographics I
companies just target demographics I only want men between 25 and 35 I only
only want men between 25 and 35 I only
only want men between 25 and 35 I only want women under 25 you still need to
want women under 25 you still need to
want women under 25 you still need to know something about your target
know something about your target
know something about your target audience you still need some knowledge
audience you still need some knowledge
audience you still need some knowledge about the individual visiting the
about the individual visiting the
about the individual visiting the webpage so okay annex reaches out and
webpage so okay annex reaches out and
webpage so okay annex reaches out and there are three advertiser isn’t for it
there are three advertiser isn’t for it
there are three advertiser isn’t for it interested in talking with Bob let’s
interested in talking with Bob let’s
interested in talking with Bob let’s call the green one
call the green one
call the green one State Farm the State Farm happens to
State Farm the State Farm happens to
State Farm the State Farm happens to know that Bob just bought a convertible
know that Bob just bought a convertible
know that Bob just bought a convertible and so State Farm is willing to pay more
and so State Farm is willing to pay more
and so State Farm is willing to pay more to advertise to Bob than their
to advertise to Bob than their
to advertise to Bob than their competitors why because they know
competitors why because they know
competitors why because they know something about Bob they know he has a
something about Bob they know he has a
something about Bob they know he has a new convertible he probably needs auto
new convertible he probably needs auto
new convertible he probably needs auto insurance he’s more likely than the
insurance he’s more likely than the
insurance he’s more likely than the average person
average person
average person so three advertisers are contacted which
so three advertisers are contacted which
so three advertisers are contacted which one gets to place the ad there is a
one gets to place the ad there is a
one gets to place the ad there is a bidding war there is a bidding war and
bidding war there is a bidding war and
bidding war there is a bidding war and all three companies pay a certain offer
all three companies pay a certain offer
all three companies pay a certain offer to pay a certain amount how much are
to pay a certain amount how much are
to pay a certain amount how much are they willing to pay to put an
they willing to pay to put an
they willing to pay to put an advertisement in front of Bob let’s say
advertisement in front of Bob let’s say
advertisement in front of Bob let’s say State Farm pays $1 the second advertiser
State Farm pays $1 the second advertiser
State Farm pays $1 the second advertiser offers $0.50 then the third advertiser
offers $0.50 then the third advertiser
offers $0.50 then the third advertiser offers 25 cents this is a second price
offers 25 cents this is a second price
offers 25 cents this is a second price auction so State Farm won by bidding $1
auction so State Farm won by bidding $1
auction so State Farm won by bidding $1 but they’re going to pay the second
but they’re going to pay the second
but they’re going to pay the second price which is 50 Cent’s
price which is 50 Cent’s
price which is 50 Cent’s this is the second place that companies
this is the second place that companies
this is the second place that companies get to leverage all their knowledge of
get to leverage all their knowledge of
get to leverage all their knowledge of you as an individual because how much
you as an individual because how much
you as an individual because how much they bid determines whether they win the
they bid determines whether they win the
they bid determines whether they win the auction but also whether they bankrupt
auction but also whether they bankrupt
auction but also whether they bankrupt themselves if I’m paying more to put an
themselves if I’m paying more to put an
themselves if I’m paying more to put an advertisement in front of you that I’m
advertisement in front of you that I’m
advertisement in front of you that I’m likely to get back I’m losing money I’m
likely to get back I’m losing money I’m
likely to get back I’m losing money I’m going out of business so this is why
going out of business so this is why
going out of business so this is why companies care so much about what you’re
companies care so much about what you’re
companies care so much about what you’re interested they care so much about
interested they care so much about
interested they care so much about knowing who you are because they are
knowing who you are because they are
knowing who you are because they are making and losing money based on how
making and losing money based on how
making and losing money based on how well they know you so okay
well they know you so okay
well they know you so okay State Farm wins the bid they cough up
State Farm wins the bid they cough up
State Farm wins the bid they cough up fifty cents and they say hey this is the
fifty cents and they say hey this is the
fifty cents and they say hey this is the advertisement I want Bob to see here you
advertisement I want Bob to see here you
advertisement I want Bob to see here you go let’s put it on whether calm and this
go let’s put it on whether calm and this
go let’s put it on whether calm and this took milliseconds Bob gets to see what
took milliseconds Bob gets to see what
took milliseconds Bob gets to see what today’s weather is and he gets to see
today’s weather is and he gets to see
today’s weather is and he gets to see the State Farm is offering him auto
the State Farm is offering him auto
the State Farm is offering him auto insurance now the title of my talk is
insurance now the title of my talk is
insurance now the title of my talk is called how big data is making the
called how big data is making the
called how big data is making the internet smaller I want to clarify the
internet smaller I want to clarify the
internet smaller I want to clarify the internet is not actually shrinking
internet is not actually shrinking
internet is not actually shrinking however this is what I mean when I say
however this is what I mean when I say
however this is what I mean when I say it is getting smaller Bob bought a
it is getting smaller Bob bought a
it is getting smaller Bob bought a convertible and now he’s seeing auto
convertible and now he’s seeing auto
convertible and now he’s seeing auto insurance popping up imagine that the
insurance popping up imagine that the
insurance popping up imagine that the Internet is like a city there are an
Internet is like a city there are an
Internet is like a city there are an incredible variety of people and an
incredible variety of people and an
incredible variety of people and an infinite number of stores but when Bob
infinite number of stores but when Bob
infinite number of stores but when Bob visits the Internet it’s gonna feel like
visits the Internet it’s gonna feel like
visits the Internet it’s gonna feel like a small town because he’s gonna see the
a small town because he’s gonna see the
a small town because he’s gonna see the same familiar faces over and over and
same familiar faces over and over and
same familiar faces over and over and he’s gonna visit the same shops again
he’s gonna visit the same shops again
he’s gonna visit the same shops again and again companies are heavily
and again companies are heavily
and again companies are heavily interested in giving you the same
interested in giving you the same
interested in giving you the same content over and over because they know
content over and over because they know
content over and over because they know that’s what you’re interested in I know
that’s what you’re interested in I know
that’s what you’re interested in I know that you like cars and auto insurance so
that you like cars and auto insurance so
that you like cars and auto insurance so I’m gonna make sure that you see that
I’m gonna make sure that you see that
I’m gonna make sure that you see that same stuff every time you visit a
same stuff every time you visit a
same stuff every time you visit a website that’s how I make money this is
website that’s how I make money this is
website that’s how I make money this is what I mean when I say the Internet is
what I mean when I say the Internet is
what I mean when I say the Internet is getting smaller now this kind of can
getting smaller now this kind of can
getting smaller now this kind of can feel like big brother is always watching
feel like big brother is always watching
feel like big brother is always watching so I just want to quickly point out some
so I just want to quickly point out some
so I just want to quickly point out some of the good things that come from this
of the good things that come from this
of the good things that come from this kind of scrutiny and individual
kind of scrutiny and individual
kind of scrutiny and individual attention because make no mistake you
attention because make no mistake you
attention because make no mistake you could not use the internet the way you
could not use the internet the way you
could not use the internet the way you currently do
currently do
currently do if things were different so let’s talk
if things were different so let’s talk
if things were different so let’s talk about cookies unfortunately I don’t mean
about cookies unfortunately I don’t mean
about cookies unfortunately I don’t mean this kind of cookie I mean a small piece
this kind of cookie I mean a small piece
this kind of cookie I mean a small piece of text whenever you visit a website the
of text whenever you visit a website the
of text whenever you visit a website the website can give a cookie a small piece
website can give a cookie a small piece
website can give a cookie a small piece of text to your web browser this is how
of text to your web browser this is how
of text to your web browser this is how weather Calm knew that it was Bob
weather Calm knew that it was Bob
weather Calm knew that it was Bob visiting Bob types in weather calm and
visiting Bob types in weather calm and
visiting Bob types in weather calm and his web browser says hey I need to know
his web browser says hey I need to know
his web browser says hey I need to know today’s weather information by the way I
today’s weather information by the way I
today’s weather information by the way I have this cookie you gave me before now
have this cookie you gave me before now
have this cookie you gave me before now you can remember Who I am
you can remember Who I am
you can remember Who I am every time you visit a webpage and it
every time you visit a webpage and it
every time you visit a webpage and it remembers your user name that’s a cookie
remembers your user name that’s a cookie
remembers your user name that’s a cookie every time you click on a link and it
every time you click on a link and it
every time you click on a link and it changes color and remembers that you’ve
changes color and remembers that you’ve
changes color and remembers that you’ve been there before that’s also a cookie
been there before that’s also a cookie
been there before that’s also a cookie every time you’re filling out shipping
every time you’re filling out shipping
every time you’re filling out shipping information you’ve bought something
information you’ve bought something
information you’ve bought something online you’re putting your name address
online you’re putting your name address
online you’re putting your name address credit card information and then you
credit card information and then you
credit card information and then you accidentally close the tab but when you
accidentally close the tab but when you
accidentally close the tab but when you open it it’s all still there that’s a
open it it’s all still there that’s a
open it it’s all still there that’s a cookie
cookie
cookie in fact cookies are so ubiquitous that
in fact cookies are so ubiquitous that
in fact cookies are so ubiquitous that they’re even part of our security
they’re even part of our security
they’re even part of our security procedures how can a website know that
procedures how can a website know that
procedures how can a website know that it is you the same person on the same
it is you the same person on the same
it is you the same person on the same device logging in to this website where
device logging in to this website where
device logging in to this website where there’s a cookie and that’s how it
there’s a cookie and that’s how it
there’s a cookie and that’s how it guarantees that the same computer using
guarantees that the same computer using
guarantees that the same computer using the same web browser is coming back so
the same web browser is coming back so
the same web browser is coming back so where am I going with this is big data
where am I going with this is big data
where am I going with this is big data good or is it bad what’s what’s the
good or is it bad what’s what’s the
good or is it bad what’s what’s the conclusion here it’s neither good nor
conclusion here it’s neither good nor
conclusion here it’s neither good nor bad
bad
bad it’s simply big it’s a lot of
it’s simply big it’s a lot of
it’s simply big it’s a lot of information it’s a lot of knowledge and
information it’s a lot of knowledge and
information it’s a lot of knowledge and knowledge is power the reason I want you
knowledge is power the reason I want you
knowledge is power the reason I want you all to know and to understand what’s
all to know and to understand what’s
all to know and to understand what’s happening around you is because the
happening around you is because the
happening around you is because the legislation is catching up with the
legislation is catching up with the
legislation is catching up with the technology this is the way things work
technology this is the way things work
technology this is the way things work right now but the policies that will
right now but the policies that will
right now but the policies that will govern what is allowed and what is not
govern what is allowed and what is not
govern what is allowed and what is not are still being written you need to be
are still being written you need to be
are still being written you need to be able to answer the question what is my
able to answer the question what is my
able to answer the question what is my privacy worth
privacy worth
privacy worth how do I weigh my privacy versus
how do I weigh my privacy versus
how do I weigh my privacy versus convenience versus scientific progress
convenience versus scientific progress
convenience versus scientific progress knowledge is power and I hope today
knowledge is power and I hope today
knowledge is power and I hope today you’ve learned something and you feel
you’ve learned something and you feel
you’ve learned something and you feel empowered to answer that question
empowered to answer that question
empowered to answer that question thank you
thank you
thank you [Applause]
”
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