My Data is Not Mine - An Update
By now, most of us realize that the US government is tracking our online activity (it’s just to what extent, we’re still a bit unsure), but it’s probably safe to say the bureaucrats know more about us than we’d like them to know. What’s more disturbing, however, is the extent that advertising and marketing companies go to determine who you are, what you do, what you buy, and who you buy from. And it’s no longer just your online activity: data mining allows companies to combine your offline activity with your online activity to create a more accurate profile of everything you do. This aggregation should cause more concern than anything the NSA is doing, and as of now, it’s still largely unregulated.
The Growing Awareness of Data Privacy
As of 2023, public awareness regarding data privacy has increased dramatically. High-profile data breaches and scandals, such as the Cambridge Analytica incident, have brought the issue to the forefront of public discourse. Consumers are now more informed about how their data is collected, used, and sold, leading to a growing demand for transparency and regulation in the data industry.
Regulatory Changes
In response to public outcry, several governments around the world have implemented stricter data protection regulations. The European Union’s General Data Protection Regulation (GDPR), enacted in 2018, has set a precedent for data privacy laws globally. The California Consumer Privacy Act (CCPA), which took effect in 2020, has also empowered consumers in the U.S. to have more control over their personal information. These regulations require companies to disclose their data collection practices and give consumers the right to opt-out of data sales.
The Role of Big Tech
Ever heard of Acxiom? Probably not. Well, Acxiom has heard of you. In fact, they probably know more about you than many of your own family members. Acxiom currently runs 23,000 servers that process more than 50 trillion data transactions per year. Acxiom has dropped over 1.1 billion cookies onto hundreds of millions of Americans’ computers, they have constructed over 200 million mobile profiles and average about 1,500 pieces of data per consumer. Scott Howe, the Acxiom CEO has stated, “Our digital reach will soon approach nearly every Internet user in the US.”
Big technology companies, such as Google, Facebook, and Amazon, continue to dominate the data landscape. These companies have vast resources to collect and analyze user data, often leading to concerns about monopolistic practices and the potential for abuse. In recent years, there has been a push for these companies to take greater responsibility for user data, with calls for more ethical data practices and accountability.
The Rise of Privacy-Focused Alternatives
In response to growing concerns about data privacy, a number of privacy-focused alternatives have emerged. Search engines like DuckDuckGo and browsers like Brave prioritize user privacy by minimizing tracking and data collection. These alternatives have gained popularity among consumers who are looking for ways to protect their online activity from being monitored.
The Future of Data Privacy
The recent hacking of Target’s commerce system has been widely reported, but what you may not know is what Target knows about you. Target assigns each customer a unique “Guest ID” which is linked to their credit card number, email address, and/or name. Every purchase or interaction the customer has with Target is linked to their unique Guest ID. This seems harmless at first glance, and some would argue that targeted advertising is valuable; however, this data can be aggregated, diced, and sliced to predict your future behavior. Target will know if you’re pregnant based on what you purchase. They’ll use that data to predict when you will be interested in buying diapers.
As we move forward, the conversation around data privacy will likely continue to evolve. The balance between personalized advertising and consumer privacy remains a contentious issue. While targeted advertising can provide value to consumers, the potential for misuse of personal data raises ethical questions that need to be addressed.
In conclusion, while the original article highlighted significant concerns about data privacy, the landscape has changed dramatically in recent years. Increased awareness, regulatory changes, and the emergence of privacy-focused alternatives are all steps toward a more secure and transparent data environment. However, the journey is far from over, and consumers must remain vigilant in protecting their personal information in an increasingly data-driven world.