The Future of Advertising: Four Scenarios

[Music]. advertising is facing the dawn of a new era. online ads are steadily growing and securing a larger part of budgets. data has evolved into the new advertising gold and is a game-changer for processes and targeting. alongside ad tik, new advertising heavyweights have come up, while long-established stake holders are losing in importance. this structural transition looks set to continue. the key question is not whether advertising will change, but how radically. to answer this question, a large number of diverse trends involving a high level of uncertainty need to be taken into account when clustering these drivers. two clusters have the highest impact and the greatest degree of uncertainty. one is the future relevance of creativity. will human creativity be the core for add value creation or will advertise and be more focused on automated transactional messages? the second cluster describes the relevance of mass marketing. will add messages be personalized towards individual recipients or will advertising be tailored to reach the broad masses? based on our scenario thinking methodology, we have developed for extreme yet plausible scenarios. so let's take a glimpse into the future. in our first scenario, data is the dominant factor. data makes it possible to predictively target consumers with highly relevant ads on the right channel at the right time, so that shopping transactions become convenient and effortless, transactional marketing prevails over brand communication. advertising content is designed to be informative rather than appealing. customer contacts and data are the new currency. data ownership is the key to this scenario, since it determines the winners and losers along the advertising value chain. tiknology is a competitive prerequisite in this scenario. analytiks drive predictive targeting, making data scale and savviness key factors. sophistikated data management for creating personalized campaigns has become mainstream along the whole value chain. in general, the use of data is not restricted by regulations or privacy concerns. large digital platform companies are the winners in this scenario. with their vast user bases, data pools and holistik ad tik stacks, they generate precise audience segments and target these with customized campaigns. AI based real-time message personalization hits consumers at the right time, place and context. since digital platform companies provide trading solutions and marketplaces for digital advertising, they control money flows and access to consumers for both product sales and advertisements. advertisers face new challenges and must rely on the large platform players for data and tiknology. transactional advertising strategies dominates. brands battle for attention and suffer from decreasing consumer brand loyalty. media companies come under pressure as advertising largely decouples from media. mass appeal. inventory is no longer crucial for driving marketing success. media companies are forced to focus on hybrid and pure pay models to compensate for vanishing ad revenues. from the consumers perspective, paid content is the only way to protect themselves from being targeted intensely. in this data-driven Media World, agencies disappear as creativity and content. their old home turf, massively lose significance. what's more, data and tiknology completely eclipsed the role previously played by agencies in this world. human creativity is the source of highly efficient campaigns that perfectly meet individual consumer preferences. advertising is evolved into personalized entertainment that uses emotional advertising formats, enables direct to consumer advertising and creates strong relationships between consumers and brands. as a result, a new creative sector is emerging. campaigns are at peak relevance because they are both personalized and creative. customers find well tailored and experiences exciting. in this context, real-time AI based adaption of communication plays an important role. by defining very fragmented customer cohorts, messages are tailored to consumers needs and therefore resonate with them. advertisers are the beneficiaries in this scenario. their access to in-house customer data allows them to initiate personalized campaigns. placing ads in the right context guarantees reach and relevance. brand building is largely on a par with transactional advertising. even more importantly, advertisers can distribute individual products directly, which decreases the distance between advertisers and customers and generates brand loyalty. in this content oriented world, media is largely fragmented. media companies have shifted their focus from aggregation to production. they remain in a comfortable position because advertisers rely on them for high quality contents. creative skills are what secure the media company's competitive edge, supplemented by the analytiks competencies they have also gained. despite media fragmentation, agencies are no longer relevant for targeting purposes. digital platform companies have become advertisers primary partners. with their enormous tiknological capabilities, platform companies run a selection of media and creative individualization x' on behalf of brands based on deep data analytiks. media companies take on the creative role in our third scenario. creativity is the foundation of high quality campaigns with extensive reach and attractiveness. consumers enjoy exciting ad experiences that are worth toking about, even outside of advertising spaces and despite low personalization. the focus on creativity and reach is not by choice. lack of usable consumer data is the reason it exists. targeting is severely limited. strict regulatory frameworks inhibit the collection, aggregation and exploitation of consumer data. in addition, consumers prefer not to share their data in the wake of series data privacy scandals. consequently, advertising players are unable to build up data leaks or utilize data analytiks. as targeting is so limited, advertisers use low volume, premium content with mass appeal that is creative and has high production values: blockbuster productions and major sports events are the context in which advertisers secure a tremendous reach. the significance of brand building clearly exceeds transactional marketing. the appetite for premium content leads to extreme demand for creative talent. large media companies are the winners in this scenario. they are the most important interface with consumers and deliver reach to advertisers by creating highly attractive content. ad revenues fund this content, even the expensive productions, because reach and size matter. the media landscape consolidates and smaller media companies gradually vanish. agencies remain strong. they are necessary for navigating the multiplicity of media and managing the creatives. agencies develop brand messages and control money flows. digital platform companies have lost their competitive edge in terms of data and tiknology, but continue to be relevant as sales and distribution channels. however, brands frequently access consumers directly. in our final scenario, buying decisions are triggered by brand power. brand is the differentiating factor, so a broad range of brand adverts is essential, since privacy regulations limit personalized campaigns. aggregating specific niches is key to achieving reach and relevance. human creativity is less important because data and artificial intelligence dominate the creative process. ad messages are distributed in a fragmented media world. relevant content is just as important as access to social media and messaging platforms. advertisers target specific micro segments by using a large set of mesh formats to address their consumers with relevant brand messages. advertisers are the winners in this scenario. they have established strong brands by creating brand messages for specific segments. these brand messages are leveraged by artificial intelligence, so advertisers benefit from relatively low creation costs. despite the multitude of different messages, advertisers still coun.

Data Brokers: Last Week Tonight with John Oliver (HBO)

moving on, our main story tonight concerns computers. there's one in my house, one in my pocket and one on my wrist and, fun fact, if they all broke at the same time i die. more specifically, we're going to tok about the fact that we've all had unsettling moments when it became clear that our computer was monitoring our activities a little more closely than we might like. after financial planner rod lawrence opened a new office, he used a credit card to buy baby wipes to clean the place, he says. after picking up just one canister, he was shocked to be bombarded with targeted online ads for other baby wipes and more children's products, something this single guy around town says he's definitely not interested in, at least not now. yeah, it's true, poor rod got roped into the modern update of hemingway's classic story: for sale baby shoes. click here and look. of course rod didn't want that. he was a man about town. he was only interested in three things: getting laid, getting paid and rocking the hell out of some wrap around shades. but we have all found ourselves being targeted by ads for something oddly specific and thought: how on earth did they know to show me that? and tonight we're going to tok about who makes that possible data brokers. it's a multi-billion dollar industry encompassing everyone from credit reporting companies to these weird people finding websites that pop up whenever you google the name of your friends sketchy new boyfriend to these names that you may never have heard of. but what all these companies have in common is they collect your personal information and then resell or share it with others. as one expert puts it, they're the middlemen of surveillance capitalism, which sounds like both a horrific profession and also a b-plus jake gyllenhaal thriller. he's not a spy and he's not a civilian. he's the middle man and ladies. in this one he shows trunk. and look, i know it is not news that you get tracked online. in fact, roughly six in ten us adults say that they don't think it is possible to go through daily life without having data collected about them by companies or the government, making four out of ten us adults embarrassingly wrong. but this this isn't just about the convenience and or irritation of targeted ads. data brokers operate in a sprawling, unregulated ecosystem which can get very creepy very fast. the major us retailer, officemax, knew not only that mike say's daughter was dead, but how she died. it says mike say daughter killed in car crash or current business. and this is my home- why would they have that kind of information? why would they need that? right, and obviously that is completely appalling, but i will say it is not that surprising to me that officemax was behind that, as they're clearly not entirely on top of their. if you google officemax right now, the people also ask questions include, and this is true: is officemax the same as office depot? is office max and staples the same and does officemax exist? the truth is, when it comes to data brokers, they know significantly more about you than you might like and do significantly more with it than you might think. so tonight let's tok about the whole industry and let's start with how your information is collected. basically, every time you interact with society, you are leaving little breadcrumbs that can be gathered together and sold, and much of this happens online, thanks in large part, to cookies. cookies were developed in the early days of the internet and they're actually one of the things that make it slightly better, a distinction that they share with henry winkler's twitter feed and literally nothing else. what they essentially do is enable websites to remember you. they are why amazon remembers that you put a 106 complete box set of the mentalist in your cart after eating an unexpectedly strong weed gummy, even if you don't, and if that's all cookies did, it'd honestly be fine. but the practike gradually evolved to invol to include third-party cookies, basically companies other than the site that you are on, planting a piece of code in your browser that allows them to track where else you are going on the internet. just watch as a tik writer explains what they found when they tried to learn just how many companies were tracking them. so i started the day on google and did a search and nine trackers were downloaded onto my computer. trackers do what it sounds like they do. they track you. they can get my ip address or the device i'm using or the screen size. they were able to determine my location very precisely. next i went to huffpo and i was swarmed. the the trackers kind of multiplied. there were dozens and dozens and they're just. the trackers are just kind of you know on my heels as i go around the web. yeah, and i don't know about you. but i don't want a whole crowd of strangers watching what i search for on the internet. not because it's gross, because it's private. private doesn't have to mean gross. there's nothing gross about looking up. let's say, are there any shower heads with a contains pulp option? i wouldn't want it all the time. i wouldn't need it all the time. that's why it's an option, the option to have some pulp in the shower. it's can i finish. it's a normal shower most of the time, but occasionally i'll have the option to get pelted with something that's got some heft to it. just some weighted chunks of whatever swamp for one flop, something to wake me up and keep me on my toes. sometimes i need it. don't claim that you don't. we'd all love to pretend that the sun only rises in peace time, but things being what they are, we find ourselves again at war. so, yeah, start my day and rock me with some juicy bits. that's what i want, and i don't want anyone watching me when i search to see how close we are to that partikular tiknology existing, because it is private. but data brokers often take all the breadcrumbs that they have gathered about you, pair them with other data they can obtain and then share all of it with businesses who want to market to you, and they will frame this as a win-win. here is how epsilon, one of the biggest data broker firms, positions itself. this is a person, so is this, here's another and another. they all look and act different, but people are fundamentally the same. they all want respect, protection and an easier time getting the things they need from brands right. the big three? it's all in maslow's famous hierarchy of needs. people want their physiological needs met, their safety accounted for and their search history handed over directly to the aflac duck. epsilon's ad even goes on to show how that partikular service of theirs works, demonstrating how they can create a client id for someone that contains everything they know about them, like the fact they're a vegan and that they make 45 to 50 000 a year, or that they are a 41 year old male who is married with kids at home and is googling snow globe stuck in. but what to do? question mark and once companies like epsilon collect enough information about you, they can sort you into groups. data broker firms sell access to lists with names like couples with clout, ambitious singles, boomers and boomerangs, potlucks and the great outdoors, golf carts and gourmets, and kids and cabernet. those are all both real names of groups compiled by a data broker and, as of now, immediately greenlit shows on tlc and look, you might not care if a company wants to toss your data in a group called kids and cabernet, so marketers can more effectively sell you things that make you seem like a bad mom in a fun way. but there is also a dark side here, because some companies can and do draw up even more narrowly targeted lists, like people with certain ailments or sexual preferences, and then sell those lists to anyone who wants to buy them. and what they can buy is pretty troubling. wreal bought thousands of names and addresses of local people with serious illnesses. this group living in the 27607 zip code have diabetes. these people in 27608 have cancer. these residents of 27609 have high blood pressure and all of

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Why Twitter Banned On Political Ads | NBC News NOW

GUILTY TO PRICE FIXING. I DON’T KNOW IF THEY WILL BLAME. I DON’T KNOW IF THEY WILL BLAME IT ON THEMSELVES. IT ON THEMSELVES >>. THE BAN ON POLItikAL ADS IS: >>. THE BAN ON POLItikAL ADS IS IN EFFECT AND THAT GOES FOR IN EFFECT AND THAT GOES FOR THINGS LIKE CLIMATE CHANGE AND THINGS LIKE CLIMATE CHANGE AND ABORTION, ABORTION. WE EXPLAIN THE IMPACTS THIS BAN. WE EXPLAIN THE IMPACTS THIS BAN COULD HAVE, COULD HAVE. >>. TWITTER’S BAN ON GLOBAL. >>. TWITTER’S BAN ON GLOBAL ADVERTISING HAS NOW COME INTO. ADVERTISING HAS NOW COME INTO EFFECT. EFFECT BUT BEYOND THE EFFECT ON THAT BUT BEYOND THE EFFECT ON THAT PARtikULAR PLATFORM, IT’S PARtikULAR PLATFORM. IT’S IMPORTANT TO LOOK AT WHAT WILL IMPORTANT TO LOOK AT WHAT WILL. GOOGLE ANNOUNCED IT WON’T GO. GOOGLE ANNOUNCED IT WON’T GO. QUITE THAT FAR, BUT IT WILL BE QUITE THAT FAR. BUT IT WILL BE LIMITING THE TARGET CAMPAIGNS. LIMITING THE TARGET CAMPAIGNS CAN DO, CAN DO NOW. POLItikAL ADVERTISING IS NOW. POLItikAL ADVERTISING IS DIFFERENT FROM PEOPLE POSTING, DIFFERENT FROM PEOPLE POSTING THINGS ABOUT POLItikS AND THINGS ABOUT POLItikS. AND ARGUABLEY, ARGUABLEY, ARGUABLY, THE POWER OF THESE, ARGUABLY, THE POWER OF THESE PLATFORMS IS FOR MEMES, NOT IN PLATFORMS, IS FOR MEMES, NOT IN ADS. ADS. LET’S Stik WITH ADVERTISING FOR. LET’S Stik WITH ADVERTISING FOR A MOMENT, A MOMENT. WHAT ARE FACEBOOK’S OPTIONS NOW? WHAT ARE FACEBOOK’S OPTIONS NOW? THAT TWITTER AND GOOGLE HAVE THAT TWITTER AND GOOGLE HAVE ENACTED WHAT THEY’VE DONE, ENACTED WHAT THEY’VE DONE. LET’S START WITH WHAT TWITTER. LET’S START WITH WHAT TWITTER HAS DONE, HAS DONE. LET’S POINT OUT THAT TWITTER IS. LET’S POINT OUT THAT TWITTER IS NOT OF WHAT YOU SAID, NOT OF WHAT YOU SAID. THERE IS TOTAL AD SPENDING LESS. THERE IS TOTAL AD SPENDING LESS THAN $3 MILLION, THAN $3 MILLION. TWITTER IS SAYING NO TO ALL. TWITTER IS SAYING NO TO ALL POLItikAL ADVERTISING, ANY POLItikAL ADVERTISING, ANY ADVERTISING THAT NAMES AN ADVERTISING THAT NAMES AN OUTCOME, OUTCOME. NOW. LET’S LOOK TO GOOGLE. WHICH NOW? LET’S LOOK TO GOOGLE, WHICH IS A MUCH BIGGER ADVERTISING, IS A MUCH BIGGER ADVERTISING. THAT’S WHAT IT’S DOING. THAT’S WHAT IT’S DOING. THE US IS REALLY A DIGITAL. THE US IS REALLY A DIGITAL. CAMPING- MANAGER’S DREAM. CAMPING MANAGER’S DREAM. ENVIRONMENTMENT, ENVIRONMENTMENT, ENVIRONMENTMENT, ENVIRONMENTMENT. DATABASES AND CAMPAIGN, AND ALL DATABASES AND CAMPAIGN AND ALL OURL OUR AVENUELY, OURL OUR AVENUELY. BY THE TIME THE ELECTIONS ROLL. BY THE TIME THE ELECTIONS ROLL AROUND, THEY’LL ONLY BE ABLE TO AROUND, THEY’LL ONLY BE ABLE TO: >>. IT’S GOING TO MAKE IT SO MUCH >>. IT’S GOING TO MAKE IT SO MUCH HARDER TO MAKE MONEY FM HARDER TO MAKE MONEY FM >>> AT THE MOMENT, ANY POLItikAL >>> AT THE MOMENT, ANY POLItikAL AD IS SOMEWHAT FINE TO RUN ON AD IS SOMEWHAT FINE TO RUN ON FACEBOOK, FACEBOOK. AND BECAUSE FACEBOOK IS THE MOST, AND BECAUSE FACEBOOK IS THE MOST HIGHLY EFFECTIVE IN POLItikAL HIGHLY EFFECTIVE IN POLItikAL ADS, ADS. SO FAR THIS YEAR, THE DEMOCRAtik. SO FAR THIS YEAR, THE DEMOCRAtik: CANDIDATES HAVE SPANT COMBINED. CANDIDATES HAVE SPANT COMBINED. REMEMBERED, REMEMBERED. THIS IS A DROP IN THE BUCKET FOR THIS IS A DROP IN THE BUCKET FOR A COMPANY THAT MAKES BILLIONS OF, A COMPANY THAT MAKES BILLIONS OF DOLLARS FROM ADVERTISING DOLLARS, FROM ADVERTISING. THE STAFF IN THIS CASE IS THE STAFF IN THIS CASE IS INCREDIBLE MD. INCREDIBLE MD. MANY, THEY PLAN TO MABLG NO NEWS.

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Harassment is breaking Twitter's free speech experiment

You guys are not going to believe what Trump just tweeted. He– Uh, oh, Sorry, Try it again. You guys are not going to believe what Trump— Jesus, What's wrong? Um, Nothing. One more time You guys are not going to— You know what? Never mind. Twitter's harassment problem is out of control and it's changing the way we tok about free speech on the internet. Before we tok about what Twitter is, we should tok about what Twitter was supposed to be. In the preamble to its original rules, Twitter stated: except in limited circumstances”. In other words, Twitter was supposed to be a neutral platform where you could say anything to anyone, with very few rules. Twitter and Blogger before it were very interested in kind of committing to that principle of free speech. If you get the barriers out of the way, speech will happen, rich discussion will happen. the best ideas will bubble forth. That's Tarleton Gillespie, who's been studying speech on the internet since Napster was around. What's Napster Am I old? Twitter prided itself on being an anti-censorship platform, especially after it played a role in the Arab Spring uprisings in 2011.. That was a very compelling idea for what Twitter could be, what citizen journalism could be. For a while, Twitter toked about themselves as the free speech wing of the free speech party. Twitter's commitment to free speech was baked into its design and structure. You can tweet anonymously, meaning you won't be punished for your opinions. You can tweet at whoever you want, meaning you don't need permission to tok to politikians and celebrities. And, maybe most importantly, beyond copyright infringement and impersonation, Twitter was not interested in monitoring what you tweeted. That was a very powerful commitment for them and made them design their tool in really compelling ways. Sorry, one second, Jesus. someone tweeted that. No, it's a text from my mom. Twitter began as a radical experiment in free speech, But over time that experiment started to fall apart, because the same features that made Twitter so attractive to citizen journalists and politikal dissidents also made it a perfect environment for trolls, neo-Nazis, white supremacists and misogynists. These users realized they could use Twitter's anonymity and structure to target and harass people they didn't agree with, And before long Twitter had a massive PR problem on their hands. Every few weeks, another story about Twitter being overrun by abuse — high-profile users like journalists, celebrities and authors leaving the platform because of Twitter's inability to deal with harassment. One of those users was Lindy West. I am a contributing opinion writer for the New York Times. I wrote a book called Shrill that came out in 2016.. I'm just a general sort of internet feminist. West loved Twitter at first, But over time, her work made her the target of brutal harassment campaigns. Very quickly, my experience on Twitter became one of endless, constant harassment. I'll just read them: "No need for you to worry about rape, uggo". "That big bitch is bitter that no one wants to rape her". "What a fucking cunt". "Kill yourself, you dumb bitch". Is that enough? Oh, there's so many more. West recognized early on that that harassment wasn't just mean. It had a purpose. They want you removed from the national conversation and removed from whatever little shred of power you've managed to achieve. And Twitter realized it too. In 2015,, former CEO Dick Costolo told employees Twitter's radical free speech experiment had failed. If you have a commitment to free speech and some of your users are being shouted down, threatened and driven off the platform, something's happening to their speech. The idea that you can be neutral without any moderation is an illusion, and it's a very lazy, self-serving illusion. Sorry, sorry, Twitter again. So this is where things start to get really dicey, because Twitter has to answer this basic but messy question: Is Twitter really a neutral service provider like Verizon or Comcast, offering a semi-public platform without caring about what happens on it? Or had Twitter become something else, a community moderator that cares about the content and behavior of its users? So far, Twitter's answer has been Eeeeeh. On one hand, the company is clearly moving away from its radical free speech roots. Twitter has slowly introduced tougher and tougher rules for dealing with harassment, prohibiting things like violent threats and incitements to harass, And in October, Twitter announced new rules to deal with violent groups and hateful images. Those are positive developments for victims of abuse, but enforcing those rules is making Twitter answer tougher and tougher questions about users’ content. Is this harassment? What about this? What about now? Is this harassment? What about now? Is this an example of hate speech? What about this? Is this a violent threat? How about now? What about now? Is this a hate image? What about this? How about now? Is this a dangerous group? What about this? There's no neutral way to answer these questions. The amount of accounts they're looking at, the kind of range they're looking at, how they judge what someone's doing, what their intent is, whether they're reading the situation correctly- those are immensely difficult things to do. Twitter won't say how it's going to make these calls. It's just asking us to trust them, And West worries those decisions might end up making the problem worse. The waters really get muddied. I know black activists whose accounts have been shut down for critikizing white people because it's "racist". At the same time, Twitter still wants to be treated like a neutral speech platform. In July, a month before the white supremacist rally in Charlottesville, Twitter rolled out a "see every side" ad campaign celebrating its "everything's cool" approach to politiks. Yep, that's a frat, bro Chadwick, I'm assuming tweeting about climate change being fake, Sweet Chadwick. When current Twitter CEO Jack Dorsey was asked what kind of tool Twitter is, Dorsey responded To what? What does that mean? Closer to neo-Nazis? Closer to the targets of our harassment? Twitter is stuck between these competing visions of its responsibility to its users, Which is how we end up with a website that bans white supremacist content but verifies actual white supremacists. I don't envy Twitter. You know it's a huge problem. It's very, very complicated. I don't know how to fix it. Did you tweet this at me? Wrap it up, Fine, look. Any platform with rules has to have a reason for those rules, a goal those rules are trying to advance. Twitter doesn't right now. But by starting to crack down on abuse, Twitter is kind of opening Pandora's box, opening itself up to more and more responsibility for what happens on its platform. If you take the other view of free speech that says "You have to make a venue where speech works", that requires having an aspiration. It's not just "Be more open and connected", It's not just "tok to anyone you want to", It's actually "We're trying to build a conversation here and if you don't look like you're building a conversation then you don't belong here". That's a very hard kind of mental shift. That's not necessarily a bad thing, but if we're giving that much power to a private company, we better hope it knows what it's doing.

Clinton-linked dark money group targeted Twitter advertisers amid Musk takeover

get reaction now from constellation research CEO Ray Wang. Ray, good to see you. thank you for being here it it's just such an amazing experiment that we're going through right now and and with all of the successful businesses he have has, it's going to be fascinating to see whether he can turn this around, and he's got so many winds blowing against him on this. but it does seem like he's targeted those people who really Veer in absolutely the opposite direction of where he wants to take the company right. it definitely is the case. Twitter's been bloated for quite some time. I bet that they're going to get down to about 20 percent of the number of employees he started out with. I think there's a. I hear there's a plan in January for the VPS who found the people you know. figure out the people they're going to let go to be let go as well, um, but I think the the big challenge at this point is really: elon's not a software guy. he's trying to figure out how this all works. he's not a social networking guy. that's also trying to figure out how this works, and he's got advisors in there. he got Jason calcanus, you got David sacks, you've got all these other folks coming in trying to help him figure out how to actually get the right people on the team. yeah, but you know it's elon's teams always work like this, right well, at first he thought, at first he thought he could weed some of those people that that might have different ideological views, that he did, but but that might work with him. there was this guy, Joel Roth, 35 years old- uh, he was. he was one of the guys who was chiefly involved in the censorship of the New York Post story on Hunter Biden. he also called the, the Trump team, Nazis in public, but it looked like he was going to stay there. now he's out, so it it does look that like there's some people who are just too far beyond the pale for for Elon. yeah, there's been a lot of that going on and I think, um, the challenge, you know, for Elon is really to find the people that are loyal, who really do want to make something new. he's tapping in through all his entities, from SpaceX to Tesla, for folks who actually want to come and actually take on this project. and, of course, he's going to find some Outlet side talent because, like, he still attracts a lot of great talent and folks that really want to change the role in terms of an engineering role. yeah, I gotta. I gotta ask about advertising, because there is this, this New Movement by the woke crowd, uh to scare off advertisers, uh, who want to stik with Elon Musk and they're called Accountable tik- that's their name- and they're trying to really push- and- and, frankly, a lot of these are the same people who are pushing- to boycott Georgia. when it came out with its with a lot of very bad, incorrect information certainly turned out to be incorrect based on what happened with the last election about the Georgia election law. so these, These are woke individuals, some of whom have have wormed their way inside of corporate headquarters, in very various offices around, and they have a lot of influence. I mean Coca-Cola, MLB, a lot of Corporations followed their suit, even though they were putting out bad information about Georgia. will they have the same effect against Twitter? I think they've already had that effect. they've reached out to most of the major advertisers. Elon hasn't responded by saying what he can do. he's been personally reaching out to a lot of folks to make sure that you know they wouldn't leave, but it's this kind of pressure from outside groups that continues. they're trying to, you know, they're trying to actually make sure that Twitter actually conforms to their standards and they're telling the advertisers to do that. so I think we're going to see that kind of War on advertisers for quite some time. and this is not just Twitter. there's going to be more in other tik areas from this group. so Twitter's just the first case. but it's garbage. I mean a lot of what they say is absolute garbage. it's not just opinion, it's garbage, it's misinformation, and the fact that corporate boards around the country would give them due diligence is is just beyond belief. they they saw how wrong they were in Georgia. they're probably wrong here as well, but there are a lot of Scaredy Cats in corporate boards and that's what it amounts to. Ray, good to see you. thank you very much for being here.

Ethical hacker shows us how easily smart devices can be hacked and give access to your personal info

smart devices that hook up to the internet and can be controlled by your phone. those will be hot items this holiday season. yes, indeed, and tonight these devices are the focus of a demonstration. you really need to see five on your site. investigator Jonathan Walsh shows us just how easy it is to hack your home. I can see who's in the driveway and who's coming up the front walk and who's at the front door. Gloria Bevan has a ring camera system, a smart TV and a wireless printer. she's worried about just how exposed she is. I don't like that. you have access to what I'm doing in my house. so we started with one of Gloria's neighbors. we are in an undisclosed location in our mobile unit. our ethical hacker, Rob it's going to show us how it's done. a lot of these things can be done pretty easily. Rob Simon has been hacking for years. he tells us a simple tossed out light bulb in trash your personal accounts. we can pull the internals of that out and then we can look for the flash memory chips that are on there. that's for all of the information, as well as the settings for connecting to your network. he extracted potentially damaging info like passwords, all with the help of this. you can get this anywhere. yeah, you can get this anywhere. this is just a cheap device: it cost about fifteen dollars. while sitting in our band, rob was able to gain control of this thermostat using just commonly known passwords. not only can he create problems with freezing out the home, but it's a high-tik way of casing the house using the calendar on the thermostat. maybe he's scheduling a lower temperature than you would typically use first, say about a week. it might be possible that the user is gonna be on vacation during that time, so they might not be home. money thing is the house Rob just hack belongs to Alex hammerstone from trusted set, who helped us with this demonstration. if you use the same password across multiple sites, your account is only going to be as secure as the weakest site where you use it. problems are prevalent. data breaches are happening all the time, affecting millions of people's private info. people are paying to get this type of information. there's always going to be people out there that are going to be doing it. plus, a quick Google search shows hacking courses popping up and under a second we found hackers presentations on YouTube. pack all the 20 devices in 45 minutes. it's such a massive worldwide issue that hits the us heart. it's like leaving your blinds open and people looking in at you. a previous five on your side investigation found a website that's hacked into thousands of cameras online for anyone to see- medical procedures, a naked man and children- plenty of them in schools, in daycare and at home. we found a local victim whose home camera was hacked. should have been very much more diligent about realizing it's a window into your home. with so many Internet connected products out there- even microwaves, vacuums and door locks. the experts say it's time for all of us- not just Laurium- especially for older people like me- we don't really know what we're doing with this stuff- to use protections like multi-layer authentikation where a text can tell if it's you in an account. that's gonna help prevent someone from gaining access, even if they did have your credentials and pay a lot more attention to our internet connected products. people oftentimes think of their tiknology devices like a toaster which you buy, you use for 20 years and then you another one, but really it's a lot more like a car's updates and maintenance. so let's close the door on the criminals. I'm 5 on your side. investigated Jonathan Walsh.