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EVERY BREATH YOU TAKE EVERY MOVE YOU MAKE The Multi-Billion Dollar Industry That Makes Its Living From Your Data The coarse-grained demographics and contact information of yesteryear seems quaint compared to today’s sophisticated data collection battleground. Back then, marketers made judgement calls on your likely income, and family structure was based on where you lived, so you’d receive “targeted� mail and calls from telemarketers. Soon loyalty programs and the emergence of web analytics pushed things a little further. Today, the steady march of technological advancement has created a vast data collection empire, one that measures every aspect of your digital life and, increasingly, your offline life as well. Facebook alone uses nearly one hundred data points to target ads to you – everything from your marital status to whether you’ve been on vacation lately or not. Telecoms have access to extremely detailed information on your location. Apple has biometric data from it's wristbands and I phones.
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Then there are the web trackers, watching your every move. “Cookie-syncing� is one of the sneaky ways advertisers can follow you around the internet. Basically, cookie-syncing allows third parties to share browsing information at such a large scale that even the national Security Administration (NSA) “piggybacks� off them for surveillance purposes. And, pay attention to the recent sales growth of smart speakers which will only increase the breadth of data companies collect and analyze. Amazon and Google have both filed patents for technology that would essentially allow them to mine audio recordings for keywords. Just think, advertisers could potentially target you with diapers before your family and friends even know you’re expecting a baby. FOLLOWING THE ONES AND ZEROS While web trackers and companies like Google Amazon, Facebook and Apple (GAFA) are collecting a lot of personal and behavioral data, it’s the whales of the data ecosystem – the data brokers – such as Experian or Acxiom who are creating increasingly detailed profiles on almost everyone. Thier goal is to siphon up as much personal data as possible and apply it to profiles. This data comes from a wide variety of sources; your purchases, financial history, internet activity, and even psychographic attributes are mixed in with information from public records, all combining to create a robust dossier, ON YOU! These digital profiles are then sorted into one of thousands of categories and leased by companies to help optimize advertising efforts. FEAR THE SHADOW PROFILE? According to Pew Research, 91% of Americans “agree� or “strongly agree� that people have lost control over how personal information is collected and used. Though optimizing clickthroughs is a big business, data broker companies are increasingly moving beyond advertising to extract value from their growing data pipeline. Amalgamating this data is increasingly being viewed as a clever way to assess risk in the decision-making process (e.g. hiring, insurance, loan or housing applications), and the stakes for consumers are going up in the process. For example, a person may feel comfortable sharing their HIV status on Grindr (for practical reasons), but may not want that information going to a third party. (Unfortunately, that really happened.) In 2015, Facebook filed a patent for a service that would help insurance companies vet people based on the credit ratings of their social network. THE MORE YOU KNOW Below the surface of our screens, our digital profiles continue to take shape. Measures like adjusting website privacy controls and clearing cookies from your computer are a good start, but that’s only affecting a fraction of the data companies are collecting. Not only do data brokers make it hard to officially opt out, their partnerships with corporations and advanced data collection methods cast such a wide net, that it’s almost impossible to exclude individual people. Data brokers have operated with very little scrutiny or oversight, but that may be changing. Under intense public and governmental pressure, Facebook recently cut ties with data brokers. For a company that has bullishly pursued monetization of user data at every turn, the move is a sign that the public sentiment is changing. Want your privacy protected? Make your voice heard as often as your clicks.
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