d e r e v li e d, d e eal d, s e gn i S   05 Dark patterns, which are design tactics that In addition to privacy concerns, persuade or heavily influence people to make the friction in people’s internet experience certain choices, have been tricking internet users has been increasing. into giving up their data, money, and time. Third- party cookies follow people around the web Cookie preference pop-ups are just as much for retargeting purposes, helping brands lure of a nuisance as pop-up ads, and for every new them back to their sites to make a purchase. Ad site or service provider, people are required to networks have stored incredible amounts of user onboard data all over again. Today, they’re forced data, and may have access to sensitive detail such to remember, on average, over 100 usernames as medical history, sexual orientation, and political and passwords—each of which should be unique affiliation. The problem is that, in some cases, this and/or follow a specific set of rules around upper information is linked to people’s real names—and 89 it’s unclear how extensively this is happening. and lower case, numbers and special characters. The experience is wildly fragmented and anxiety- provoking as they must manage brands’ attempts to collect information about them and enter a set of personal details multiple times a day. + ambient, cinematic, rim light, pastel colors, well detailed, aspect ratio 2:3, algorithm version 4 Copyright © 2022 Accenture. All rights reserved. 61