广告狂人与元宇宙：数字营销的隐私挑战.pdf

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1、Mad Men and the Metaverse:Opportunities and Challenges in Immersive AdvertisingJulia Shullman,TellyLinda Goldstein,Baker HostetlerJason Ketover,MetaAaron Massey,Future of Privacy ForumWhat is“the metaverse”?Major technological components:Extended reality(VR,AR,MR)Virtual world and gaming platformsNe

2、urotechnologies Haptic technologies(touch)Artificial IntelligenceOther supporting technologies:network infrastructuredevices(mobile,wearables,headsets),decentralized services(edge computing,blockchain),3D/game engines,design tools,social mediaWhat is“the metaverse”?“A massively scaled and interopera

3、ble network of real-time rendered 3D virtual worlds that can be experienced synchronously and persistently by an effectively unlimited number of users with an individual sense of presence,and with continuity of data,such as identity,history,entitlements,objects,communications,and payments.”Matthew B

4、allImmersive Data CategoriesSensor dataUsage and telemetry dataXR device dataLocation dataa and biometric dataSensitive dataLocation and spatial dataHealth dataYouth dataWhat kinds of data are involved?Data categoryData typesFace and headRaw face images,facial geometry,mouth movements,head and neck

5、position and movement(three degrees of freedom)EyeRaw eye images,gaze,pupillometry,blinks,interpupillary distance,iris and retina measurement,periocular regionHands and limbsRaw hand images,hand position,gestures,fingerprints,palmVoice and soundsRaw voice recording,mouth sounds(visemes)BodyRaw body

6、images,body position,gaitVitalsGalvanic skin response,pulse,breathing,blood pressureNeural activityElectroencephalography(EEG),electromyography(EMG)Currently usedFour Assumptions for Todays PanelTodays immersive technologies are rapidly maturing.Immersive advertising includes but is not limited to t