Jennifer Golbeck: Your social media "likes" expose more than you think

The video explores the evolution of the web from a static space to an interactive platform dominated by user-generated content. It highlights how social media platforms like Facebook have enabled users to share personal data, leading to the development of predictive models that can infer hidden attributes. The video uses Target's pregnancy prediction as a case study to illustrate data usage. It discusses theories like homophily and information spread, and addresses the challenges of user data privacy, proposing solutions such as policy changes and scientific research to empower users.

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