Columbia University Professor Sandra Matz is an expert in the field of Big Data and computational social science. In her talk, she explains the relationship between people’s digital footprints and their psychological preferences and shows how it is used as psychological targeting in the post-Facebook data breach world. Professor Sandra Matz of Columbia University is an expert in the field of Big Data and computational social science. She studies the relationships between people’s digital footprints (e.g., their Facebook profiles) and their psychological characteristics and preferences This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at https://www.ted.com/tedx