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Latest News

Research Excellence Framework 2021
Research Excellence Framework 2021 Panel Membership Announced

Impartiality in AI and Machine Learning
The Global Future Councils held in Dubai in 2017 discussed the effect of large-scale adoption o...

Women in Mathematics
Only 4% of mathematics professors in the UK are female

Humans are not fooled
Humans are not fooled when they get called by software bots that can convincingly mimic the hum...

The musical mood of the nation
Examine the musical mood of the nation when contemplating changes to the Bank’s interest rate

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Features

A window on the world of O.R.?
The “invisibility cloak” of science fiction is now fact, albeit with limitations. O.R. could claim to have had the power of invisibility for years, though not by desire; what we want is the opposite - a high-visibility jacket! Indeed, part of the mission of the OR Society is to help make our presence more visible. But perception involves both the observed and the observer. And all of us have open and hidden parts.

YOR18 – OR – A Twenty Twenty Vision
The 18th Young [to] OR Conference got off to a great start with the plenary session given by the President of the OR Society, Dr Geoff Royston. Antuela Tako, the chair of the organising committee, began the proceedings by telling the audience what had been planned for them and how to find out more about streams.

The Education & Research Committee
- Roles and Responsibilities: Brian Dangerfield (Liaison with ESRC)
Ruth Kaufman, Inside OR February 2013

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Posted on 27 September 2013

Marketing

Win friends and influence advertisers

Yahoo has filed a patent that uses a measure of your social media influence to determine how much advertisers will have to pay to annoy/reach you. The higher your “influence” the more advertisers may have to pay to target you.

The patent filed in 2011 but not published until this June utilises software capable of calculating a user’s “social influence” from the number of contacts someone may have on their social media combined with information about products they 'like', subscriptions they make and their suggestions to other users etc. The higher it is, the higher the price advertisers will have to potentially pay to target you. The new Yahoo patent highlights segmentation of marketing at its very worst or very best depending on which way you view it – consumer or advertiser.

So very soon then (probably), Yahoo will be analysing all factors of your social connections to make predictions about your ability and propensity to buy products from their advertisers. Yahoo seems to think their new patent will help advertisers increase profits by choosing even the place where their ads will appear on the screen to target specific type of users.

Industry consultants may view this as a “creative practice” for marketers to use a multiplier effect to influence how brands are perceived and to ideally lead to sales, but privacy campaigners may find it to be yet another way of collecting data in order to sell advertising.  According to Director of Big Brother Watch, Nick Pickles, users are now viewed as products to be monitored, packaged and sold to the highest bidders and hence there is an immediate need to have stronger consumer privacy protection.