Opening Remarks and Keynote

Psychological Targeting: How does it work? How effective is it? How can we use it (ethically)?

The importance of psychological targeting was highlighted recently in the controversial media coverage of Cambridge Analytica, a company that allegedly collected Facebook profiles of more than 50 million US Americans to target them with psychologically tailored advertising messages. In line with the public debate around the effectiveness as well as broader implications of such predictive technologies, the talk focuses on the following three questions: (1) How does psychological targeting work? (2) How effective is it in the context of digital marketing? (3) And finally, what are the potential benefits and ethical challenges of psychological targeting, and how can we address them successfully?