Mindmasters: The Data-Driven Science of Predicting and Changing Human Behavior, by Sandra Matz, is a non-fiction book published in 2025. The book explores psychological targeting, a new technology that uses data to predict and influence human behavior.

The author argues that this technology has the potential to be both beneficial and harmful, and that we need to understand how it works to ensure that it is used for good. The book is divided into three parts:

• Part one explains how computers can learn to translate our digital footprints into predictions about our psychology .
• Part two explores the bright and dark sides of psychological targeting, with examples of how it has been used to manipulate people and how it could be used to improve our lives.
• Part three discusses how we can create a better data ecosystem that protects our privacy and gives us more control over our data.

The book concludes by arguing that we have a moral imperative to shape the future of this technology.

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