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What is a digital world? In order to discuss the implications of living in a digital world, it is important to actually clarify what we mean by it. In this day and age, for almost all individuals in developed countries, digital technologies are involved to some extent in most aspects of our lives, even if we are not aware of it. In the majority of cases, these digital technologies have developed out of a desire to make our lives easier, or more efficient.The varied ‘map’ below shows that these devices include common technologies such as a smartphone or computer, but also shows how the digital world encompasses a large range of other products or services such as home security or home automation. Even smart cities are increasingly adopting technologies like Big Data, the Internet of Things and sensors. There is no doubt therefore, that digital technologies probably affect more aspects of our lives than we are aware ofWho is living in a digital world? In a Medium post, Chris explains that there are currently more devices connected to the internet, than there are humans. That number of connected devices is expected to keep growing, ‘In 2017, 27 billion devices were connected using IoT. This number is expected to increase to 125 billion by just 2030’. With that in mind, we should be seriously considering what the implications of the Internet of Things are, for the individuals who are regularly using and relying on these devices.The Internet of things: good or bad? Well it’s important to start by saying, although the number of connected devices is increasing as they gain popularity, there are still many examples of unsuccessful smart devices. Many of these devices have over time simply become redundant or deemed unnecessary, such as self-tying shoelaces, but some are flawed in a way that is dangerous, such as a smart thermostat that heated a house up to an unbearable temperature when it lost connection to the internet.<img width="395" src="">So what are the consequences of using these digital technologies? Well, apart from the wasted money spent on unsuccessful or unnecessary products, even using ‘successful’ technologies can have implications. These can be positive when they enable you to manage your life more efficiently, but the way in which smart technologies are used in the home, can also lead to much more sinister side effects.How can our digital connectedness be used against us? As https://www.digitalworlda.com/ of the global population becoming much more digitally connected, most firms have adjusted their marketing strategies accordingly, to maximise their consumer engagement. In the past, where companies would have had to rely on traditional media outlets such as radio and print in order to attract customers and build a reputation for themselves, they can now use the digital world to achieve this instantly.Digital content is seen by significantly more people than traditional media would be, in a much shorter time period, especially when combined with the use of programmatic advertising which could be considered by some, to be exploiting their customers.As discussed by Maia, who is a fellow writer for the Digital Society publication, programmatic advertising utilizes data to develop algorithms and automate the buying, placement, and optimization of advertising. These technologies help a firm to target their intended audience much more effectively than ever before. A significant positive consequence of this level of personalisation is convenience.However, in order to achieve this personalisation, individuals must allow access to their data, either though cookies, search history or through forms of surveillance via smart speakers and other connected devices. It is no surprise therefore, that many people find this targeted advertising intrusive, and sometimes even quite creepy. As seen below in this poll of the 2020 digital society cohort, the way consumers feel about this kind of targeted advertising varies greatly.