Personalized Ad in Your Google Glass? : Wearable Technology, Hands-Off Data Collection, and New Policy Imperative

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)21_Publication in refereed journalpeer-review

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Original languageEnglish
Pages (from-to)71-82
Journal / PublicationJournal of Business Ethics
Issue number1
Online published12 Jul 2015
Publication statusPublished - Apr 2017


This study analyzes the increasing presence andcapabilities of wearable computing devices in the cornucopia of personalized digital data. We argue that theinstitutional data practices typical of Google Glass willpose policy challenges and herald yet another dramaticshift to personalized data marketing. We also highlight thecharacteristics of Google’s existing synergetic data practices that will shape the development of not only GoogleGlass, but also all subsequent wearable mobile devices inlight of 360-degree data collection. The key organizingconcept of our study is the disjuncture between (1) institutional and (2) policy forces in harnessing dual marketmechanism, which frames how the new communicationindustry operates in the marketplace of ubiquitous personaladvertising. We conclude by summarizing the three keyareas of political-policy concern (privacy; anti-trust; anduser competence) and suggest future solutions, with thediscussion on the future of wearable computing practicesrelated to the freedom of the human body.

Research Area(s)

  • Database-marketing surveillance, Wearable technology, Personalization Privacy Algorithm-based business model, New media policy

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