Engineers from the Telematics Department of the Carlos III University of Madrid (UC3M) have developed a new computer tool that, through a simple click, allows to visualize the income generated by each user of Facebook. They have done so within the framework of the European research project TYPES (Transparent Towers and Privacy in the Internet Advertising BusinesS) of the Horizon 2020 program.
The tool, which is free to use and has received the name of FDVT (Facebook Data Valuation Tool), is partially funded by the Data Transparency Lab, an initiative promoted by MIT, Telefonica and Mozilla aimed at promoting transparency on the Internet and raising awareness the netizen of the importance of protecting their digital privacy.
What day of the week do we spend more time on social networks?
The FDVT application is already underway on Facebook and the Chrome browser, and helps to visualize in real time the advertising revenue that is generated by the navigation of a user on this platform. If you are interested in using it, you should download it and provide information such as your age, gender, marital status, interests, location, etc., with the objective that the tool identifies the economic value of your profile in the volatile advertising market.
Each user ‘has a price’
“Obviously, each of us has a price, therefore, the tool will give you the assessment that you are generating, ” explained the brothers Angel and Ruben Cuevas, professors at UC3M and developers of this application together with Jose Gonzalez, a PhD student.
“When you connect to Facebook and get an ad, what we do is get the appraisal, the price advertisers pay to show that ad to you, as well as the price that advertisers pay for each click you make in one of those ads.”, they add.
“We do not want to demonize either Facebook, or Google, or any other platform to generate profits with advertising , a sector without doubt generating economic growth and employment,” they insist. What is intended is that companies with this type of tools act with transparency when it comes to reporting what they do with third-party data.