Inquiring Minds

On the show this week we talk to UC Berkeley astronomy researcher Steve Croft about the science of supermassive black holes.http://patreon.com/inquiringmindsSupport the show: https://www.patreon.com/inquiringminds Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

On the show this week we talk to astronaut Dr. Cady Coleman about the human side of space exploration.“Leaving the planet is just something people are going to do because we live off the planet as well as on—we live in the universe.”http://patreon.com/inquiringmindsSupport the show: https://www.patreon.com/inquiringminds Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Dava Newman is the Deputy Administrator of NASA. On the show this week we talked to her about the future of space exploration.http://patreon.com/inquiringmindsSupport the show: https://www.patreon.com/inquiringminds Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

On the show this week we talk to Adam Galinsky and Maurice Schweitzer about the research behind their new book Friend & Foe: When to Cooperate, When to Compete, and How to Succeed at Both. “A lot of what we call gender differences are really just power differences in disguise. The big irony is that women and men get affected by power in very similar ways yet because women have less power in society, there’s a constraint on their ability to act with that power.”http://patreon.com/inquiringmindsSupport the show: https://www.patreon.com/inquiringminds Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Ariel Waldman makes “massively multiplayer science”, instigating unusual collaborations that spark clever creations for science and space exploration.On the show this week we talk to her about Science Hack Day, Spacehack.org, how she ended up working for NASA, and much more.This episode also features a follow-up interview with last week’s guest Brad Bushman on video games and violence.http://patreon.com/inquiringmindsSupport the show: https://www.patreon.com/inquiringminds Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

On the show this week we talk to psychologist Brad Bushman about the science of gun violence. Brad Bushman is a professor of communication and psychology at The Ohio State University and a professor of communication science at the VU University Amsterdam. For over 25 years he has studied the causes, consequences, and solutions to the problem of human aggression and violence. He is a member of President Obama’s committee on gun violence, and has testified before the U.S. Congress on the topic of youth violence.http://patreon.com/inquiringmindsSupport the show: https://www.patreon.com/inquiringminds Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

The website for neuroscientist Brad Voytek’s lab begins like this: “Do not buy into the false belief that neuroscientists actually know what the brain is doing.” On the show this week we talked to Voytek to find out what he actually means by that.Brad Voytek is an Assistant Professor of Computational Cognitive Science and Neuroscience at UC San Diego.Support the show: https://www.patreon.com/inquiringminds Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

In 2014 there were 585 magnitude three or above earthquakes in Oklahoma. In 2013 that number was only 109. And it turns out we’re to blame for the increase.On the show this week we talk to Research Geophysicist and Deputy Chief of the USGS Induced Seismicity Project Justin Rubinstein to find out more about induced earthquakes—and why they’re happening in places you might not expect.Support the show: https://www.patreon.com/inquiringminds Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

On the show this week we talk to M. R. O'Connor about her book Resurrection Science: Conservation, De-Extinction and the Precarious Future of Wild Things.Support the show: https://www.patreon.com/inquiringminds Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

How do you clone a mammoth? We asked Beth Shapiro. Shapiro is associate professor of ecology and evolutionary biology at the University of California, Santa Cruz and the author of How to Clone a Mammoth: The Science of De-Extinction.Support the show: https://www.patreon.com/inquiringminds Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This week we have an extra special episode: It was recorded live on stage in Atlanta for this year’s Dragon Con. We talk about the science of Archer—the hit FX series TV series created by Adam Reed. To do that, we welcome to the show Dr. Krieger himself, Lucky Yates, as well as forensic chemist and former Inquiring Minds guest Raychelle Burks—a.k.a. Dr. Rubidium.Check out behind the scenes photos and video of the entire show at patreon.com/inquiringminds.Note: We swear more than usual on this episode and you might not want to listen to it with your kids. Sorry about that. Or, you're welcome.Support the show: https://www.patreon.com/inquiringminds Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This week, on our 100th episode, we remember Oliver Sacks, neurologist, author, and mentor to Indre. We talk to Steve Silberman—who was also close with Sacks, about his legacy and influence on, among many other things, Silberman's latest book, NeuroTribes: The Legacy of Autism and the Future of Neurodiversity.Support the show: https://www.patreon.com/inquiringminds Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Marc Lewis is a neuroscientist, professor of developmental psychology, and author of the new book The Biology of Desire: Why Addiction Is Not a Disease. On the show this week we talk to Lewis about the biology of addiction—and what it does to our brains.Support the show: https://www.patreon.com/inquiringminds Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

The science behind genetically modified food is a very divisive issue for a lot of people. We’ve already talked about it a few times on the show, but this week we sought out a new perspective and talked to Fred Perlak, a Monsanto Distinguished Science Fellow. He’s been with Monsanto since 1981 and his work has focused on Bt genes, insect control, and plant gene expression. In this episode, he talks about his research and responds to concerns about GM health safety, risks to our eco-system, and the economics associated with food security.Support the show: https://www.patreon.com/inquiringminds Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Elizabeth Hellmuth Margulis was trained as a concert pianist and is now the director of the Music Cognition Lab at the University of Arkansas. On the show this week we talk to Margulis about her latest book On Repeat: How Music Plays the Mind.Support the show: https://www.patreon.com/inquiringminds Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

On the show this week we talk to David Casarett, M.D. about his latest book Stoned: A Doctor's Case for Medical Marijuana.Support the show: https://www.patreon.com/inquiringminds Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

On the show this week we talk to journalist and educator Wade Roush about how disasters can affect our appreciation of the science behind them—and what we can do to be sure the right story gets out.Support the show: https://www.patreon.com/inquiringminds Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

On the show this week we talk to Pulitzer Prize–winning journalist Michael Hiltzik about his new book Big Science: Ernest Lawrence and the Invention that Launched the Military-Industrial Complex.Support the show: https://www.patreon.com/inquiringminds Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

On the show this week we talk to Nobel Memorial Prize winning economist Alvin Roth about his latest book Who Gets What—and Why: The New Economics of Matchmaking and Market Design.Support the show: https://www.patreon.com/inquiringminds Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

On the show this week we explore the future of 3D Printing. To do so, Indre goes to SolidCon—a conference about “Hardware, Software & the Internet of Things”—and talks to people from two companies in attendance: Will Walker, a sculptor, designer, and educator from Formlabs and Kevin Czinger, the founder and CEO of Divergent Microfactories, Inc.iTunes: itunes.apple.com/us/podcast/inquiring-minds/id711675943RSS: feeds.feedburner.com/inquiring-mindsStitcher: stitcher.com/podcast/inquiring-mindsTumblr: http://inquiringshow.tumblr.comSupport the show: https://www.patreon.com/inquiringminds Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Rachel Kalmar is a neuroscientist, data scientist, and world record holder for number of wearable sensors worn daily. On the show this week we talk to Kalmar about the power of collecting data from yourself by wearing sensors directly on your body. We explore the limits and possibilities of wearable technology—and some of the amazing things we might eventually be able to accomplish with it.Support the show: https://www.patreon.com/inquiringminds Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

On the show this week we talk all things virtual reality with Will Smith and Norman Chan from Tested.com. Did VR fail in the 90s?How many times does it have to fail to succeed? What’s it useful for besides video games and Lawnmower Men? If you’re confused by the recent VR comeback, Will and Norm have answers.Support the show: https://www.patreon.com/inquiringminds Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Eric Cheng is an award-winning photographer and publisher, and is the Director of Aerial Imaging and General Manager of the San Francisco office at DJI, the makers of the popular Phantom aerial-imaging quadcopter.On the show this week we talk to Cheng (from atop a mountain in the middle of San Francisco) about the science behind drones; why some people are afraid of them, how they work, and why they’re so useful for so many people—especially scientists.Support the show: https://www.patreon.com/inquiringminds Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Alan Levinovitz is an assistant professor of Chinese philosophy and religion at James Madison University and author of The Gluten Lie: And Other Myths About What You Eat.On the show this week we talk to Levinovitz about gluten and gluten-free diets. Should everyone go gluten-free? What does the actual science about it say? Why is a professor of religion is writing about diets in the first place? Listen and find out.iTunes: itunes.apple.com/us/podcast/inquiring-minds/id711675943RSS: feeds.feedburner.com/inquiring-mindsStitcher: stitcher.com/podcast/inquiring-mindsTumblr: http://inquiringshow.tumblr.comSupport the show: https://www.patreon.com/inquiringminds Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

On the show this week we talk to Stephen Dubner, award-winning author, journalist, and radio and TV personality. He is best-known for writing, along with the economist Steven D. Levitt, Freakonomics and SuperFreakonomics, which have sold more than 5 million copies in 35 languages.Support the show: https://www.patreon.com/inquiringminds Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Adam Rogers is an editor at Wired and the author of Proof: The Science of Booze. On the show this week we talk to Rogers about alcohol and the science behind it—from yeast, to bourbon, to Star Trek’s synthehol.Support the show: https://www.patreon.com/inquiringminds Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

James Krupa is a professor of biology at the University of Kentucky. On the show this week we talk to Krupa about a recent article he wrote for Orion magazine called Defending Darwin, in which he explains what it’s really like to teach evolution to students in Kentucky.Support the show: https://www.patreon.com/inquiringminds Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Ivan Oransky is vice president and global editorial director of MedPage Today and co-founder of Retraction Watch. On the show this week we talk to Oransky about retractions and the gospel of the scientific paper.Support the show: https://www.patreon.com/inquiringminds Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

On the show this week we talk to Traci Mann, professor of psychology at the University of Minnesota and author of the new book Secrets from the Eating Lab: The Science of Weight Loss, the Myth of Willpower, and Why You Should Never Diet Again.iTunes: itunes.apple.com/us/podcast/inquiring-minds/id711675943RSS: feeds.feedburner.com/inquiring-mindsStitcher: stitcher.com/podcast/inquiring-mindsTumblr: inquiringshow.tumblr.comSupport the show: https://www.patreon.com/inquiringminds Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Alex Garland is the writer and director of Ex Machina, a recently released film about what happens when someone is asked to interact with what might be the world's first true artificial intelligence (as well as the writer of Dredd, Sunshine, and 28 Days Later).On the show this week guest host Rebecca Watson talks to Garland about the science behind the film, and what he learned in the process of making it.Support the show: https://www.patreon.com/inquiringminds Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

On the show this week we talk to Sanjoy Mahajan, Associate Professor of Applied Science and Engineering at Olin College of Engineering, Visiting Associate Professor of Electrical Engineering and Computer Science at MIT, and author of Street-Fighting Mathematics: The Art of Educated Guessing and Opportunistic Problem Solving.Support the show: https://www.patreon.com/inquiringminds Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Norman Doidge, M.D., is a psychiatrist, psychoanalyst, researcher, author, essayist and poet. He is on faculty at the University of Toronto’s Department of Psychiatry, and Research Faculty at Columbia University’s Center for Psychoanalytic Training and Research, in New York.On the show this week we talk to Doidge about neuroplasticity—once you reach adulthood, is your brain in a kind of fixed state, or does it keep changing? And can you do things to make it change?Support the show: https://www.patreon.com/inquiringminds Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

On the show this week we talk to Ken Caldeira, a climate scientist working for the Carnegie Institution for Science, Department of Global Ecology at Stanford University. He investigates issues related to climate, carbon, and energy systems.In the interview, we focus on geoengineering—the process of making big changes to the Earth’s climatic system in an attempt to solve issues related to climate change.Support the show: https://www.patreon.com/inquiringminds Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

On the show this week we talk to Bill Gifford, author of the new book Spring Chicken: Stay Young Forever (or Die Trying).Support the show: https://www.patreon.com/inquiringminds Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

On the show this week, we talk to Kirsten Bibbins-Domingo, Professor of Medicine and Director of the UCSF Center for Vulnerable Populations at San Francisco General Hospital.She’s part of a new project called Sugar Science, which focuses on evidence-based information on added sugar to your diet. The team reviewed 8,000 articles and underscored the scientific consensus: there is a causal link between increased consumption of added sugar and increased risk of chronic disease like type 2 diabetes, heart disease, and liver disease. Kirsten specifically focuses on communities at most risk—often times teens and poor and minority communities. And she believes we’re in a public health emergency.Support the show: https://www.patreon.com/inquiringminds Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

On the show this week we talk to evolutionary biologist Jonathan Eisen, who studies the evolution and ecology of microbes and genomes. We delve into the tiny world of the microbiome—the thousands of microorganisms that live inside all of us.Support the show: https://www.patreon.com/inquiringminds Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

On the show this week we talk to Kevin Kelly, founding executive editor of Wired magazine and former editor of the incredibly influential Whole Earth Catalog. We talk about the agenda and biases of technology, why the internet really wants to track you, and why he thinks, in the end, technology is a force for good.Support the show: https://www.patreon.com/inquiringminds Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

On the show this week we talk to Kathleen Hall Jamieson, director of the Annenberg Public Policy Center at the University of Pennsylvania. The APPC runs FactCheck.org, which now includes SciCheck, a program that “focuses exclusively on false and misleading scientific claims that are made by partisans to influence public policy.”Support the show: https://www.patreon.com/inquiringminds Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

On the show this week we talk to David J Morris, former Marine infantry officer, war correspondent, and author of The Evil Hours: A Biography of Post-Traumatic Stress Disorder. We explore the history of PTSD and the science that surrounds it.Support the show: https://www.patreon.com/inquiringminds Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

On the show this week we talk to author Andy Weir about The Martian, his hit science fiction novel about a man stranded on Mars—which is now being made into a film directed by Ridley Scott and starring Matt Damon. The Martian is not only packed full of science, it's packed full of science that makes sense.iTunes: itunes.apple.com/us/podcast/inquiring-minds/id711675943RSS: feeds.feedburner.com/inquiring-mindsStitcher: stitcher.com/podcast/inquiring-mindsSupport the show: https://www.patreon.com/inquiringminds Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Ed Boyden is the head of the MIT Media Lab’s Synthetic Neurobiology research group and he wants blow up the brain. Sort of. He and his team have discovered a way to examine brain tissue by physically expanding it—a process that lets them look at tissue which would normally be extremely difficult to see even under a microscope. Boyden explains how it all works—and a lot more—on this week’s episode.Support the show: https://www.patreon.com/inquiringminds Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Brian Fisher is really into ants. And after listening to him talk about them on this week’s show, I suspect he might convince you to appreciate them more than you probably do right now.Fisher is an entomologist at the California Academy of Sciences and we talk to him about all things ants—from how many “words” they can use, to how we can use them to figure out what parts of forests are most important to protect.We also have a huge announcement this week: Our new permanent co-host is Kishore Hari!iTunes: itunes.apple.com/us/podcast/inquiring-minds/id711675943RSS: feeds.feedburner.com/inquiring-mindsStitcher: stitcher.com/podcast/inquiring-mindsSupport the show: https://www.patreon.com/inquiringminds Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Dark matter: it makes up 80 to 85 percent of the matter in the universe, it’s invisible, you can’t touch it, and according to this week’s guest astrophysicist Katie Mack, it’s probably passing through you right now.Dark matter is weird.On the show this week Indre talks to Mack about dark matter, dark energy, and the big bang.This episode also features guest host Rebecca Watson of Skepchick.org, who you can follow at patreon.com/rebecca.iTunes: itunes.apple.com/us/podcast/inquiring-minds/id711675943RSS: feeds.feedburner.com/inquiring-mindsStitcher: stitcher.com/podcast/inquiring-mindsSupport the show: https://www.patreon.com/inquiringminds Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

On the show this week we talk to Matt Walker, Principal Investigator at UC Berkeley’s Sleep and Neuroimaging Lab. Walker opens our eyes to exactly how important (and bizarre) sleep is—from the insane effects not sleeping enough can have on you both physically and cognitively, to the fact that, after having fought through ages of natural selection, it’s amazing our brains still need it at all.Once again we welcome back guest host Kishore Hari, Director of the Bay Area Science Festival. You can follow him on Twittter @sciencequiche.iTunes: itunes.apple.com/us/podcast/inquiring-minds/id711675943RSS: feeds.feedburner.com/inquiring-mindsStitcher: stitcher.com/podcast/inquiring-mindsSupport the show: https://www.patreon.com/inquiringminds Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

On the show this week we talk to Professor of Psychology Gabriele Oettingen about her new book Rethinking Positive Thinking: Inside the New Science of Motivation. Oettingen has over twenty years of research on the science of motivation under her belt and in this book she outlines her main findings—and turns the conventional wisdom that focusing on fulfilling our goals will help us realize them on its head. We also welcome back guest host Kishore Hari, who is Director of the Bay Area Science Festival. You can follow him on Twittter @sciencequiche.Support the show: https://www.patreon.com/inquiringminds Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

On the show this week we talk to Mythbusters host and friend of the show Adam Savage. We caught up with Savage shortly after our live show with him (episode 58) at his workshop in San Francisco. Indre talks to Savage about the future of Mythbusters, Hollywood, exploding turkeys, the joy of being a maker, #Gamergate, and what it's like to be a rock-star science communicator. You can also watch this interview: https://www.youtube.com/watch?v=kNHbJ1fBrpASupport the show: https://www.patreon.com/inquiringminds Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

On the show this week Indre talks to mathematician and comedian Matt Parker about how math is way more fascinating that you probably think—and how it's connected to everything from credit card numbers to autocorrect.They talk about his new book, Things to Make and Do in the Fourth Dimension: A Mathematician's Journey Through Narcissistic Numbers, Optimal Dating Algorithms, at Least Two Kinds of Infinity, and More.We also welcome back guest host Kishore Hari, director of the Bay Area Science Festival.iTunes: itunes.apple.com/us/podcast/inquiring-minds/id711675943RSS: feeds.feedburner.com/inquiring-mindsStitcher: stitcher.com/podcast/inquiring-mindsSupport the show: https://www.patreon.com/inquiringminds Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

On the show this week we talk to nature and science writer Sharman Apt Russell about citizen science—real scientific research done by people who are not professional scientists. We talk about her latest book, Diary of a Citizen Scientist: Chasing Tiger Beetles and Other New Ways of Engaging the World.Today’s co-host is microbiological assay development and validation scientist Charles Rzadkowolski. You can follow him on Twitter @CharlieRzadko.http://www.orionmagazine.org/index.php/articles/article/8357iTunes: itunes.apple.com/us/podcast/inquiring-minds/id711675943RSS: feeds.feedburner.com/inquiring-mindsStitcher: stitcher.com/podcast/inquiring-mindsSupport the show: https://www.patreon.com/inquiringminds Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

On the show this week guest host Cynthia Graber talks to paleoanthropologist Donald Johanson, most well known for discovering the fossil of a female hominid australopithecine, or "Lucy.”iTunes: itunes.apple.com/us/podcast/inquiring-minds/id711675943RSS: feeds.feedburner.com/inquiring-mindsStitcher: stitcher.com/podcast/inquiring-mindsSupport the show: https://www.patreon.com/inquiringminds Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

On the show this week we talk to journalist and science writer Christine Kenneally about her latest book, The Invisible History of the Human Race: How DNA and History Shape Our Identities and Our Futures.And we’re joined again by guest host Cynthia Graber, science reporter and co-host of Gastropod.iTunes: itunes.apple.com/us/podcast/inquiring-minds/id711675943RSS: feeds.feedburner.com/inquiring-mindsStitcher: stitcher.com/podcast/inquiring-mindsSupport the show: https://www.patreon.com/inquiringminds Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.