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Many of us have felt like our phones were listening to us before. You’ll be talking about something with a friend and later you look at your phone and see an advert of the very thing you were talking about.
我们中的许多人都觉得自己的手机以前在听我们说话 。 您将与朋友谈论某事，然后您看您的电话，并看到您所谈论的话题的广告。
The fact of the matter is, Facebook isn’t listening to your conversations. Not because of some moral standpoint or belief in consumer privacy (ha!) but because it simply isn’t feasible or efficient to do so. They know enough about you from your online behaviour and it is far easier and cheaper to collate information on your online activities than to collect and store thousands of exabytes of data or transcribe billions of hours of audio.
事实是，Facebook没有收听您的对话。 不是因为某些道德立场或对消费者隐私的信任(ha！)，而是因为这样做根本不可行或没有效率 。 他们从您的在线行为中了解到您足够多的信息，比起收集和存储数千EB数据或转录数十亿小时的音频，整理在线活动中的信息要容易得多，也便宜得多。
So the question is, why does it sometimes feel like they are listening? The answer comes in four main parts.
所以问题是，为什么有时感觉就像他们在听？ 答案分为四个主要部分。
- They have a pretty good idea of what we like and dislike. This comes from our long history of online behaviour and how we interact with Facebook, combined with the same knowledge for every other user. This means they know what you, your friends and family all enjoy and dislike— the first indication of what you might be talking about at any given time. This is what I’ll be addressing in this article. 他们对我们喜欢和不喜欢的东西有很好的想法。 这源于我们悠久的在线行为历史以及我们与Facebook互动的方式，并结合了其他用户的相同知识。 这意味着他们知道您，您的朋友和家人都喜欢和不喜欢的事物，这是您在任何特定时间可能在谈论的话题的第一个迹象。 这就是我在本文中要解决的问题。
- They have information about our recent online activities, mostly on Facebook but also off-Facebook (more on this tomorrow in the next article of the series). They have this information for all of your friends and families too. A contrived example of how this could make it seem like your phone is listening: your friend tells you about a website they think you’d like, Facebook know its a website that you would probably like and that a friend of yours has recently visited it and bought something, so they show you that website. It seems like they were listening to your conversation but in reality they didn’t need to. 他们掌握了有关我们最近在线活动的信息，这些信息主要在Facebook上，还有在Facebook之外的在线上(明天在本系列的下一篇文章中详细介绍)。 他们也为您的所有朋友和家人提供此信息。 一个如何使它看起来像您的电话正在听的人为例子：您的朋友告诉您有关他们认为您想要的网站，Facebook知道您可能想要的网站，并且您的朋友最近访问过该网站买了东西，所以他们向您展示了该网站。 似乎他们在听您的谈话，但实际上他们并不需要。
Facebook knows where you are when you log in. They are not necessarily tracking your every movement (again, inefficient and unnecessary) but they know enough about your location to build a decent picture of where you are and are going, as well as most importantly who else is in that location. If you go to meet your friend and both log in to Facebook at some point, don’t be surprised that Facebook knows you were in the same location and so is likely to show you something that you and your friend may have talked about. I addressed this location tracking in part 2 of this series.
Facebook会在您登录时知道您的位置。他们不一定跟踪您的每个动作(再次，效率低下和不必要)，但他们对您的位置了解得足够多，从而可以清晰地了解您的位置和去向，以及最重要的是那个地方还有谁 。 如果您去见朋友并都登录到Facebook，请不要感到惊讶，因为Facebook知道您在同一个位置，因此很可能会向您显示您和您的朋友可能在谈论的内容。 我在本系列的第2部分中介绍了此位置跟踪。
People often forget that Facebook doesn’t just have your information. It has the same data for each of their 2.7 billion users. Although everyone is unique, there is always hundreds if not thousands of people who have very similiar interests to you out there in the world. By observing how these people react to certain adverts/visual cues, Facebook has a pretty good idea how you will react.
人们通常会忘记Facebook不仅仅拥有您的信息。 每个27亿用户的数据都相同。 尽管每个人都是独一无二的，但世界上总是有成百上千的人对您有非常相似的兴趣。 通过观察这些人对某些广告/视觉提示的React，Facebook很好地知道了您将如何React。
These four points taken in tandem hopefully start to paint a picture of how Facebook - and other tech giants - might seem like they are listening. The truth (which is possibly scarier), is that they know enough about you and your peers to deduce what you are likely to be talking about without having to listen.
希望将这四个观点串联起来，可以描绘出Facebook以及其他科技巨头似乎正在聆听的样子。 事实(这可能会更吓人)是，他们对您和您的同龄人了解得足够多，以至于他们无需听即可推断出您可能在谈论什么。
This is the third part of my series ‘What does Facebook actually know about me?’, where I use Data Science to analyse the 7,500 files of data Facebook have about me. See Part 1 for a first look at the data, Part 2 for visualisation of location data and Part 4 (tomorrow) to find out what Facebook knows about my activity on other websites.
这是我的系列文章“ Facebook实际上了解我什么？”的第三部分，在那里我使用数据科学来分析Facebook关于我的7500个数据文件。 首先查看数据 ，请参阅第1 部分；有关位置数据的可视化，请参见第 2部分；明天(第4部分)，了解Facebook对我在其他网站上的活动的了解。
案例研究 (A Case Study)
Now that I’ve given some background, in this article I’ll visualise and analyse the data I downloaded from Facebook which they use to determine what I like and am interested in. This is calculated based on what I have clicked on, liked and otherwise interacted with in the past and in turn determines the ads I see.
现在，我已经提供了一些背景知识，在本文中，我将可视化并分析从Facebook下载的数据，这些数据将用于确定我喜欢和感兴趣的数据。这些数据是根据我点击，喜欢和喜欢的内容计算得出的否则会与过去互动，从而确定我看到的广告。
In the data there is a folder called ‘ads_and_businesses’ and within that a file called ‘ads_interests’. This is where I’ll start.
在数据中，有一个名为“ ads_and_businesses”的文件夹，在其中有一个名为“ ads_interests”的文件。 我将从这里开始。
我已经足够了 (I’ve Ad enough)
The ad interests file is simply a list of words or phrases that Facebook has decided I may be interested in. There are 650 topics in my file, ranging from the fairly normal (‘Action Movies’, ‘Pizza’, ‘Technology’) to the slightly more abstract and abnormal (‘Power (social and political)’, ‘Pressure’, ‘Gratitude’). For each of these: a) I decided whether it was something I probably was interested in and b) assigned it to a category.
广告兴趣文件只是Facebook决定让我感兴趣的单词或短语的列表。我的文件中包含650个主题，范围从相当正常的内容(“动作电影”，“比萨”，“技术”)到稍微抽象和反常(“权力(社会和政治)”，“压力”，“感恩”)。 对于这些：1)我决定这是否是其分配到一类的东西，我可能很感兴趣，和b)。
The categories I chose were completely subjective and many topics could have fit into multiple categories. The table below shows what the categories were with some examples and the number of topics in each.
我选择的类别完全是主观的，许多主题可能适合多个类别。 下表显示了一些示例的类别以及每个类别中的主题数。
As I mentioned above, I also decided whether I thought each one was in fact a potential interest of mine so the big question is how many of the 650 topics did Facebook get right?
如上所述，我还决定是否认为每个人实际上都是我的潜在兴趣，因此最大的问题是Facebook正确地解决了650个主题中的多少个？
The answer: 514 (79%). Which is pretty impressive, considering the billions of possible topics they could have picked. We can also see how their performance varied by category. By performance I mean of the topics that Facebook think I am interested in, how many am I actually interested in?
答案：514(79％)。 考虑到他们可能选择的数十亿个主题，这真是令人印象深刻。 我们还可以看到它们的性能如何随类别而变化。 按性能，我指的是Facebook认为我感兴趣的主题， 实际上我有多少兴趣？
The best-performing categories were Politics (97.6% correct), Sports (94.5% correct) and Food & Drink (93.6% correct). This is probably down to the way I selected the categories and the amount I interact with these topics online. These three subjects are all things I’m very interested in, which has two key effects. Firstly, Facebook will have more data on the way I interact with posts and videos within these topics and so will have a better idea of what specific aspects I like and dislike. Secondly, these are topics in which I tend to be more open to trying new things or seeing a different perspective (e.g. there might be a political party whose views I disagree with or a food I’ve never tried but I’m still likely to be interested in them).
表现最好的类别是政治 (正确率97.6％)， 体育 (正确率94.5％)和饮食 (正确率93.6％)。 这可能取决于我选择类别和与这些主题在线互动的数量。 这三个主题都是我非常感兴趣的事物，它具有两个关键作用。 首先，Facebook将在我与这些主题内的帖子和视频进行交互的方式上获得更多数据，因此将更好地了解我喜欢和不喜欢哪些方面。 其次，在这些主题中，我倾向于更开放地尝试新事物或以不同的角度看待(例如，可能有一个政党，我不同意这种观点，或者从未尝试过但我仍然可能尝试过的食物)对他们感兴趣)。
The worst-performing categories were Person (73.1% correct), Music (52.2% correct) and Location (42.4% correct). The nature of these are a direct contrast to what I mentioned above about the best-performing categories, in that if I see the name of a person or band I don’t know or haven’t heard before, I would almost never be interested in them. I also do not follow celebrity news or actively try and find new music so it isn’t surprising these categories did not do so well, as Facebook won’t have much data about my interactions with them. For the Location category, I had around 25 US States and cities in my list which (with a few exceptions) I wouldn’t ever say I’m interested in hearing or reading about - this is why it appears to have performed so badly.
表现最差的类别是人物 (正确率73.1％)， 音乐 (正确率52.2％)和位置 (正确率42.4％)。 这些内容的性质与我上面提到的最佳表现类别的形成鲜明对比，因为 如果我看到一个我不认识或从未听说过的人或乐队的名字，我将几乎对它们不感兴趣。 我也不会关注名人新闻，也不会积极尝试寻找新音乐，因此这些类别的表现不那么出色也就不足为奇了，因为Facebook不会提供有关我与他们互动的大量数据。 在“位置”类别中，我的名单上有大约25个美国州和城市(除少数例外)，我永远不会说我有兴趣听或读—这就是为什么它表现如此糟糕的原因。
Business - the largest category amongst my ad interests - performed reasonably well considering the number of topics it contained (81% correct). The reason this is the biggest category and it performed well is because it is by far the easiest way for Facebook to monetise their data. If they know I’m interested in Adidas, they can show me Adidas products. If they know I’m interested in ‘Gratitude’, it may be a bit harder to figure out how that translates into revenue-generating ads.
考虑到广告所包含的主题数量，“ 业务 ”是我广告兴趣中最大的类别，其表现相当不错(正确率为81％)。 这是类别最大且效果良好的原因，是因为这是Facebook迄今为止通过其数据获利的最简单方法。 如果他们知道我对Adidas感兴趣，他们可以向我展示Adidas产品。 如果他们知道我对“感恩”感兴趣，那么可能很难弄清楚它如何转化为产生收入的广告。
所有娱乐和游戏 (All Fun and Games)
As well as wanting to know what I like for targeted advertising purposes, Facebook also wants me to interact as much possible with the platform. They do this by suggesting pages, videos and posts that they think might interest me.
除了想知道我喜欢有针对性的广告目的之外，Facebook还希望我尽可能与该平台进行交互。 他们通过推荐可能令我感兴趣的页面，视频和帖子来做到这一点。
In the files I downloaded, there is a folder called ‘information_used_for_recommendations’. It contains three folders, one each for video, news story and general newsfeed recommendations. Similiar to the ad interests file, these are simply lists of topics that it thinks I will be interested in watching or reading about. The video, news story and newsfeed lists had 22, 35 and 86 topics respectively, with many topics repeated in two lists or even all three.
在我下载的文件中，有一个名为“ information_used_for_recommendations”的文件夹。 它包含三个文件夹，每个文件夹分别用于视频，新闻报道和常规新闻源推荐。 与广告兴趣文件类似，这些只是他们认为我有兴趣观看或阅读的主题列表。 视频，新闻故事和新闻提要列表分别包含22、35和86个主题，其中许多主题在两个列表中甚至三个列表中重复。
As the lists are much smaller than the ad interest list, I decided to shake it up a bit and take a slightly different approach. I classified each topic into a category (not necessarily the same categories as before) and also a subcategory, as well as grouping them from 1–5 based on whether they were a legitimate interest of mine - with 5 meaning something I am highly interested in and 1 meaning not at all interested.
由于列表比广告兴趣列表要小得多，因此我决定对其进行一些调整，并采用稍微不同的方法。 我将每个主题分为一个类别(不一定与以前的类别相同)和一个子类别，并根据它们是否属于我的合法利益将它们从1到5进行分组-5意味着我非常感兴趣1表示完全不感兴趣。
The graph below shows how the types of topics I am recommended by Facebook depends on the medium by which I consume said topic.
下图显示了Facebook建议我的主题类型如何取决于我使用所述主题的媒介。
There is a Sport theme across all recommendations but I’m more likely to be recommended this in the form of a sports video rather than a post or page on my newsfeed. In fact of all the topics of video which Facebook recommends to me, only 1 in 5 is not sports-related. This contrasts to my newsfeed recommendations which are far more varied and include educational and Film & TV topics.
所有建议中都有一个“体育”主题，但我更可能以体育视频而不是新闻源上的帖子或页面的形式被推荐。 实际上，Facebook向我推荐的所有视频主题中，只有五分之一与体育无关。 这与我的新闻提要建议形成了鲜明的对比，后者的建议内容更多，包括教育和影视主题。
Below you can see my level of interest in the recommended topics of each category (for categories which had more than 15 recommendations)
在下面，您可以看到我对每个类别的推荐主题的关注水平(对于具有15个以上推荐的类别)
Entertainment is the most successful category, with around 65% of recommended topics being something I am obviously interested in. Sport appears to be the most unsuccessful and this arises due to the fact that a) I am likely to watch a sports video even if I’m not that interested in the subject and b) I ranked my level of interest in most sports as low because I was comparing them to my favourite sport (rugby) when in reality it would be relatively high compared to, for example, knitting.
娱乐是最成功的类别，推荐的主题中约有65％是我显然感兴趣的内容。运动似乎是最不成功的，这是由于以下事实引起的：a)即使我可以观看体育视频，我对这个主题不那么感兴趣，并且b)我对大多数运动的兴趣等级较低，因为我将它们与我最喜欢的运动(橄榄球)进行了比较，而实际上，与例如针织相比，它相对较高。
冰山一角 (Tip of the iceberg)
Overall, it seems to me like Facebook has a reasonable idea of what I like and dislike. We do have to bear in mind that when Facebook uses this information they will not simply use it on its own but combine it with a) your historical interaction with the platform, b) the recent activity and likes/dislikes of your friends and c) the activity of everyone else on Facebook. Combining these three data sources are likely to give a far more accurate representation of your overall personality, likes and dislikes.
总体而言，在我看来，Facebook对自己喜欢和不喜欢的事物有一个合理的认识。 我们确实要记住，当Facebook使用此信息时，他们不仅会单独使用它，还会将其与a)您与平台的历史互动，b)最近的活动以及您朋友的喜欢/不喜欢以及c)结合使用Facebook上其他所有人的活动。 将这三个数据源结合起来，可能会更准确地表示您的整体性格(好恶)。
It is also worth mentioning that I try not to use Facebook too much these days and so if I spent more time scrolling and interacting, these topics would most likely be more accurate.
还值得一提的是，这些天我尽量不使用Facebook，因此，如果我花更多时间滚动和交互，这些主题很可能会更准确。
Tomorrow I’ll be posting the next article in this series and will be looking at what information Facebook has about my activity on sites other than Facebook. This is something that many people probably don’t even know happens and I personally found it the most surprising, so if that sounds interesting follow me and my publication Data Slice to stay up to date. Thanks for reading!
明天，我将发布本系列的下一篇文章，并将探讨Facebook关于我在Facebook以外的网站上的活动的哪些信息。 这是很多人甚至不知道发生的事情，我个人觉得这是最令人惊讶的，因此，如果听起来很有趣，请跟随我和我的出版物《数据切片》保持最新。 谢谢阅读！
翻译自: https://medium.com/@chris.brownlie/what-does-facebook-know-about-my-likes-and-dislikes-eb88abeba265
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