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Nearly every ad you see online is tailored just for you. These digital ads are powered by vast, hidden datasets that allow advertisers to make eerily accurate guesses about who you are, where you've been, how you feel and what you might do next. While targeted ads may be familiar by now, how they work - and the power they have - often seems invisible. We decided to lift the veil on this part of the internet economy, so we bought some ad space. We picked 16 categories (like registered Democrats or people trying to lose weight) and targeted ads at people in them. But instead of trying to sell cars or prescription drugs, we used the ads to reveal the invisible information itself.

We learned this week that the Trump campaign may have tried to dissuade millions of Black voters from voting in 2016 through highly targeted online ads. The investigation, by Channel 4, highlighted a still little-understood online advertising technique, microtargeting. This targets ads at people based on the huge amount of data available about them online. Experts say Big Tech needs to be much more transparent about how microtargeting works, to avoid overblown claims but also counter a potential threat to democracy.

Great podcast from our own 2ser & UTS Business School! "latest episode of #ThinkBusinessFutures @2ser, with Dr Geetanjali Saluja @UTSMarketing @UTS_Business, discussing her research into moral decision making, and Adam Ferrier, author of 'The Advertising Effect: How to Change Behaviour'" Discusses some of the framing, cognitive bias, and their impact on decision making that we talked about in class

A list of non-academic readings related to different aspects of the "fake news" debate, covering the impact of advertising, its role in the US election, the growing awareness of disinformation campaigns aimed at upcoming European elections, and some of the psychological theories that help explain why our brains can be so easily fooled.

Everyone makes claims about what works. Politicians claim that stop-and-search policing will reduce violent crime; friends might assert that vaccines cause autism; advertisers declare that natural food is healthy. A group of scientists describes giving all schoolchildren deworming pills in some areas as one of the most potent anti-poverty interventions of our time. Another group counters that it does not improve children's health or performance at school. Unfortunately, people often fail to think critically about the trustworthiness of claims, including policymakers who weigh up those made by scientists. Schools do not do enough to prepare young people to think critically1. So many people struggle to assess evidence. As a consequence, they might make poor choices. To address this deficit, we present here a set of principles for assessing the trustworthiness of claims about what works, and for making informed choices (see 'Key Concepts for Informed Choices'). We hope that scientists and professionals in all fields will evaluate, use and comment on it.

'It's important to me that I make my own decisions, but I often wonder how much they are actually influenced by cultural and societal norms, by advertising, the media and those around me. We all feel the need to fit in, but does this prevent us from making decisions for ourselves? In short, can I ever be a truly free thinker?' Richard, Yorkshire. While being the lone "captain of your soul" is a reassuring idea, the truth is rather more nuanced. The reality is that we are social beings driven by a profound need to fit in - and as a consequence, we are all hugely influenced by cultural norms.