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This installment is called Targeted. In my quest to better understand the surveillance that makes ad tech possible, I turn to one of the smartest people I know, Gilad Lautan.

So I'm Gilaad and I'm the chief data scientist at Beta Works and most recently I've been working on a new product that we've launched called

Scale Model and it is effectively a way to segment users and identify these cohorts

of users who share interests and not only identify the groups of

users but also understand who is important within each group and so I think

this tool is perfect for what you're trying to do and I suspect it'll be a great way to kind of get a sense for the kinds of people you want to target.

Yeah, when Gilaad told me about his new product, scale model, I didn't want to just

have him explain how companies and marketers could use it to map out communities on social media to better target their ads.

I wanted him to show me how to use it for myself.

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