Archives 23 June 2019

“You open your browser to look at the Web. Do you know who is looking back at you?” warns Washington Post technology columnist Geoffrey A. Fowler.

Over a recent week of Web surfing, I peered under the hood of Google Chrome and found it brought along a few thousand friends. Shopping, news and even government sites quietly tagged my browser to let ad and data companies ride shotgun while I clicked around the Web. This was made possible by the Web’s biggest snoop of all: Google. Seen from the inside, its Chrome browser looks a lot like surveillance software…

My tests of Chrome vs. Firefox unearthed a personal data caper of absurd proportions. In a week of Web surfing on my desktop, I discovered 11,189 requests for tracker “cookies” that Chrome would have ushered right onto my computer but were automatically blocked by Firefox. These little files are the hooks that data firms, including Google itself, use to follow what websites you visit so they can build profiles of your interests, income and personality… And that’s not the half of it. Look in the upper right corner of your Chrome browser. See a picture or a name in the circle? If so, you’re logged in to the browser, and Google might be tapping into your Web activity to target ads. Don’t recall signing in? I didn’t, either. Chrome recently started doing that automatically when you use Gmail.

Chrome is even sneakier on your phone. If you use Android, Chrome sends Google your location every time you conduct a search. (If you turn off location sharing it still sends your coordinates out, just with less accuracy.)

The columnist concludes that “having the world’s biggest advertising company make the most popular Web browser was about as smart as letting kids run a candy shop,” and argues that through its Doubleclick and other ad businesses, Google “is the No. 1 cookie maker — the Mrs. Fields of the web.”

Google’s ubiquitous internet platform shapes what’s real and what isn’t for more than two billion monthly users. Yet Google Maps is overrun with millions of false business addresses and fake names, according to advertisers, search experts and current and former Google employees. The ruse lures the unsuspecting to what appear to be Google-suggested local businesses, a costly and dangerous deception. Once considered a sleepy, low-margin business by the company and known mostly for giving travel directions, Google Maps in recent months has packed more ads onto its search queries. It is central to Google parent Alphabet’s hope to recharge a cresting digital-advertising operation.

Often, Google Maps yields mirages, visible in local business searches of U.S. cities, including Mountain View, Calif., Google’s hometown. Of a dozen addresses for personal-injury attorneys on Google Maps during a recent search, only one office was real. A Viennese patisserie was among the businesses at addresses purported to house lawyers. The fakes vanished after inquiries to Google from The Wall Street Journal. The false listings benefit businesses seeking more customer calls by sprinkling made-up branches in various corners of a city. In other cases, as Ms. Carter discovered, calls to listed phone numbers connect to unscrupulous competitors, a misdirection forbidden by Google rules but sporadically policed by the company. Hundreds of thousands of false listings sprout on Google Maps each month, according to experts. Google says it catches many others before they appear.

New research in biomechanics suggests that young people are developing hornlike spikes at the back of their skulls — bone spurs caused by the forward tilt of the head, which shifts weight from the spine to the muscles at the back of the head, causing bone growth in the connecting tendons and ligaments. The weight transfer that causes the buildup can be compared to the way the skin thickens into a callus as a response to pressure or abrasion.

The result is a hook or hornlike feature jutting out from the skull, just above the neck. In academic papers, a pair of researchers at the University of the Sunshine Coast in Queensland, Australia, argues that the prevalence of the bone growth in younger adults points to shifting body posture brought about by the use of modern technology. They say smartphones and other handheld devices are contorting the human form, requiring users to bend their heads forward to make sense of what’s happening on the miniature screens.

Of course, bad posture was not invented in the 21st Century – people have always found something to hunch over. So why didn’t we get the skull protuberances from books? One possibility is down to the sheer amount of time that we currently spend on our phones, versus how long a person would previously have spent reading. For example, even in 1973, well before most modern hand-held distractions were invented, the average American typically read for about two hours each day. In contrast, today people are spending nearly double that time on their phones.

A new study by researchers at UC Berkeley’s Haas School of Business has found that information acts on the brain’s dopamine-producing reward system in the same way as money or food.

“To the brain, information is its own reward, above and beyond whether it’s useful,” says Assoc. Prof. Ming Hsu, a neuroeconomist. “And just as our brains like empty calories from junk food, they can overvalue information that makes us feel good but may not be useful — what some may call idle curiosity.” The paper, “Common neural code for reward and information value,” was published this month by the Proceedings of the National Academy of Sciences. Authored by Hsu and graduate student Kenji Kobayashi, now a post-doctoral researcher at the University of Pennsylvania, it demonstrates that the brain converts information into the same common scale as it does for money. It also lays the groundwork for unraveling the neuroscience behind how we consume information — and perhaps even digital addiction.