The dark side of data: how brands can fight back

Low Lai Chow

This article explains the 'dark side of data' including algorithm bubbles and hyper-targeting, alongside some case studies on how data can be used for 'good' to boost ad effectiveness.

Data is addictive, admits Chris Clarke, DigitasLBi's Chief Creative Officer (International).

"I know I'm an addict, because I know how these spaces are designed," he said of the high that social media users get when they engage in sharing or posting something online.

"We are gaming the dopamine reward paths in our brains."

Read more on dopamine and how it impacts social media behaviour.

Speaking at the DigitasLBi NewFront event, Learning to Love Data, Clarke said DigitasLBi's work with UK charity YouthNet has thrown light on the detrimental impact that social media has on the mental health of...

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