In the film Eternal Sunshine of the Spotless Mind, a couple uses a medical procedure to erase each other from their memories after the relationship ends. It was a simpler time — that wouldn’t work now. Memories of relationships (and all life events), don’t just exist in our heads anymore, they are online, and online memories are very tricky to destroy.
Social media memory prompts popping up over the past year have been challenging for everyone — photos showing our former, blissfully unaware selves, hugging family, having dinner with friends, going to a concert — constant reminders that thanks to the pandemic, we are now sitting at home in our pajamas binge-watching Netflix. But what if social media thinks even bigger life events are still happening? In 2019 Lauren Goode called off her wedding. The internet didn’t get the memo. In this fascinating article for Wired Goode explores what it means to be stalked by “a digital ghost, that is still getting married.”
Even if I could permanently delete my WeddingWire account, I had already shared uncountable bits of data with marketers during the time I used the website. “It’s one thing to say ‘I want to buy shoes’ and then have that ad follow you across the internet,” says Jeremy Tillman. “But there are specific life events that are these exclamation points for marketers. Like, I’m going to get married! Or, I’m going to have a kid! And the more valuable that data is, the more intrusive it seems.”
Tillman is the president of Ghostery, which offers an open source browser extension that shows you how many trackers are receiving data from the websites you visit—a mere glimpse at the network of data brokers that are creating shadow profiles of you. While I was on the phone with Tillman, I punched WeddingWire.com into a Chrome browser, navigated to a page for a wedding DJ, then clicked on the Ghostery extension. At least 16 trackers were identified—including Google Ads, DoubleClick, and Facebook Custom Audience. I had browsed web pages like this dozens of times in 2019. And then, suddenly, I had stopped.
“In your case, you have the life cycle of somebody that you’re not, following you throughout the web and beyond,” Tillman says. “It’s like a ghost life cycle that you never had the chance to live out.”