Weapons of Math Destruction

Another dangerous WMD is online advertising based on data collection and assumptions about individuals. While proponents argue that targeted ads can be welcomed by consumers, these targets can be and are used for malicious purposes. One of the biggest culprits, O’Neil argues, is for-profit schools, US regularly prey upon people who are depressed, experiencing financial hardship, in an oppressed group, and with low self-esteem. They sell the promise of climbing the social ladder by unlocking the world with an education. While the idea seems noble, these schools, like Corinthian College, purposefully target the downtrodden and charge them exorbitant fees that many students will never be able to repay. Advertisers prey upon vulnerabilities, and while this isn’t unique to the online era, it’s more widespread and damaging.

These data companies learn about their targets and use their vulnerabilities against them. O’Neil argues that the most susceptible demographics are those who are ignorant about these tactics, but the other key component is somebody with a “pain point” that companies can pretend to heal or address (73). By locating exactly what ails a consumer and by knowing what they fear, online advertisers can use this arsenal of information to influence consumers into making decisions and purchases that may ultimately be counter to their best interests.