Privacy is a fundamental human right. It’s also one of our core values.
Technology is another core value of us, and a lever, a multiplier we can use to change the world to be a better place.
Then there is advertising. Advertising is not bad by itself. Advertising is a part of how people find what they need, and how businesses find clients for their services.
In a broader view, advertising is a part of a solution to the general discovery problem – how human beings discover and navigate the world, which is especially important in the increasingly digital, ubiquitous computing world.
But to be truly useful, rather than intrusive and annoying, advertising must be highly relevant to a person’s context, and must not sacrifice privacy or other human rights. Also, users must be recognized as market participants, rather than being considered a product.
We believe that collecting the context by third parties using technology as an enabling factor for surveillance and tracking is a wrong approach. It is wrong not just from ethical, moral, philosophical points of view; it is also wrong from a technological perspective: data collection by surveillance is a very resource-consuming process, yet always imprecise and secondary, by definition.
We believe technology should work towards privacy, not against it. We prove that having privacy as the core value technology could not just provide better advertising solutions for both users and businesses, it can also fix the society itself.
We design adferret to protect users’ privacy and give them control over their information, and, at the same time, to provide users with the best possible advertising experience. In fact, having 100% privacy guarantees, people can enrich their context with much more precise, in-time and relevant data that is possible with any other way.
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