OUR ONLINE IDENTITIES HAVE 3 LAYERS

There are 3 layers of identity. The first layer is what we display on the internet. Our first name, last name, email... In short, our contact information.

The 2nd layer is what our behavior tells the machines: real-time position, graph of our intimate and professional relationships, time we spend, purchasing habits, movements of our mice or fingers…

Finally, the third layer is the interpretation of our behavior by the machines. Our data is constantly analyzed and compared with other profiles. his in order to offer us advertisements, products, sites, the best adapted to our profile.

In the end, these analyses, which are supposed to help personalize our Internet experience, aim more to categorize us for a marketing question.

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The problem is that the user controls only the first layer. The other two are independent. The analyses are carried out by machines which do not always provide the most suitable results. 

So we are categorized according to what we look at, buy on the Internet. Based on our discussions, our friends, our interests, the drivers have a very precise idea of who we are. An idea that can sometimes be discriminatory, because the analyses are rather weak in information.

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Clemence Chetrit

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