What is Ambushed?• An investigative public

awareness feature examining the relationship between YOUR browsing history and the advertising you see on Facebook

• Features an experimental case study: artificial online persona “Lola Logan”

What is our goal?• Purpose: to educate!• Focus: Facebook advertising (but not looking at

Facebook in isolation)• Arm #digitalnatives and the #digitallyliterate

with the #knowledgetheyneed in the dynamic online world

• Algorithms? Targeted advertising? The Filter Bubble?Privacy law?

• Ambushed solves the big questions: how, why is this happening what can I do to improve my privacy online?

The big issues…• Online privacy• Advertising models and Web 2.0• Advanced methods of Marketers and Web

Developers: why are we in the dark?• The Filter Bubble• Dynamics of online power: are consumers

empowered or controlled

Why is it significant?• This is the future.• Facebook turned 10 this year!• Web 2.0 and the shift to online advertising and

marketing• Think personalised. Think targeted. Think smarter

than ever. • If you’re unaware about how it works, you’re not

in control

Newsworthiness• Average ad prices on Facebook, increased by

123%• New methods of data collection• More data being released to marketers• It’s a growing industry and a growing concern• Recent change in Australian Privacy Laws

Target Audience• 18-30 year olds• Users of social media, Facebook• What they should know, but don’t.• Interested because it directly targets them• In March 2014: 13.2 million Facebook users in

Australia• So many people use it, but do they understand

how it works?

Publication• Pedestrian TV• Concrete Playground• Elite Daily• Potential to hit content discovery aggregators

such as Reddit

Content DevelopmentAreas to be covered include:• Case study: Lola Logan• Australian legal framework• Glossary of terms• How to… opt out!• Technical aspects• The social media business model• Interesting stories

User Engagement Strategy• Lola Logan awareness Facebook page• Webpages: infographics, animations• Social integration: icons, plugins, sharing

functions• Soundcloud: interviews with legal figures

Format• Parallax homepage displaying experiment results• Content Structure• Experiment• Did you know?• Legal 101• How to opt out?• How do they do it?• Glossary of terms• What’s in the news

Project Management• Web development/strategist: Belle• Journalist / Content Creator / Marketing: Rachael

and Ella• Project leader: Siobhan