Listen to Pandora, and It Listens Back; New York Times, 1/4/14

Natasha Singer, New York Times; Listen to Pandora, and It Listens Back: "People’s music, movie or book choices may reveal much more than commercial likes and dislikes. Certain product or cultural preferences can give glimpses into consumers’ political beliefs, religious faith, sexual orientation or other intimate issues. That means many organizations now are not merely collecting details about where we go and what we buy, but are also making inferences about who we are. “I would guess, looking at music choices, you could probably predict with high accuracy a person’s worldview,” says Vitaly Shmatikov, an associate professor of computer science at the University of Texas at Austin, where he studies computer security and privacy. “You might be able to predict people’s stance on issues like gun control or the environment because there are bands and music tracks that do express strong positions.”... In its privacy policy, Pandora describes the types of information it collects about users and the purposes — music personalization and ad customization — for which the information may be employed. Although users may elect to pay $36 annually to opt out of receiving ads, advertising on the free service accounts for the bulk of Pandora’s revenue. Out of $427.1 million in revenue in the 2013 fiscal year, advertising generated $375.2 million. Pandora’s inferences about individuals become more discerning as time goes on. How we think about the ethics and accuracy of algorithms is another matter. “I’m optimistic that the benefits to society will outweigh the risks,” Professor Shmatikov says. “But our attitudes will have to evolve to understand that now everybody knows more about who we are.”"