# Surveillance Capitalism - _The Age of Surveillance Capitalism_ by ## Case Studies - [[facebook|Facebook]]'s business model is not just about running ads, it's really about selling the opportunity to change the behavior of user based on the information over a long period at the just right time. - [[google|Google]]'s [[business-model|Business Model]] is two-way: multiple user segments and multiple value propositions. -- Users are actually resources, not customers. - [[facebook|Facebook]] Pixel tool. A [[web-beacon]] tool! - Facebook assesses the users characteristic traits using [[big-five-ocean|Big Five OCEAN]] model. - Openness - Conscientious - Extroverted - Agreeable - Neurotic