You Are the Product: Why Do Companies Collect Your Data Online?
If you use the Internet, companies have already collected and sold your data to third parties. This information is often used to suggest products that might interest you or to target you with ads based on your location and interests.
Reasons for Data Collection
Companies collect your data for several reasons:
- Optimizing Ad Targeting: Advertisers want to reach consumers most likely to buy their products or services.
- Enhancing User Experience: Platforms tailor their content to match your preferences and habits.
- Behavioral and Market Analysis: Data collection allows companies to analyze trends and adjust their business strategies.
In reality, these free services we use daily are funded by our attention and engagement. This means that we are not just users but also monetized products.
Types of Data Collected
Tech companies gather vast amounts of user data, usually divided into several categories:
- Personal Data
This information includes anything that can directly or indirectly identify a user:
- Identity Information: Name, gender, age, date of birth.
- Device Data: IP address, cookies, unique smartphone or computer identifiers.
- Sensitive Data: Some platforms collect details like your sexual orientation, religious beliefs, or medical history (e.g., Google and Apple Health).
- Usage Data
These records track all your interactions with websites and apps:
- Time spent on a webpage
- Clicks on ads or links
- Browsing and search history
They help companies understand how you use their services and personalize your experience (e.g., video recommendations on YouTube).
- Behavioral Data
Collected through the analysis of your habits:
- Online purchases and transaction history
- Content viewed and shared
- Social media interactions (likes, comments, shares)
These data points help create highly detailed user profiles for more precise ad targeting.
- Attitudinal Data
These relate to your perception of brands and products:
- Reviews on e-commerce sites
- Surveys and satisfaction ratings
- Discussions on forums or social media
This data helps businesses assess their brand image and refine their marketing strategies.
What Happens to Your Data?
Once collected, your data may be:
- Used to personalize your online experience
- Shared with advertising partners
- Sold to third-party companies without clear consent
- Exploited for fraudulent or malicious purposes
Some companies use this data in ethically questionable ways. For example, weight-loss companies target individuals searching for diet tips, including those struggling with eating disorders.
Exposed Abuses
Big tech platforms are frequently accused of misusing personal data. Some notable cases include:
- Facebook (Cambridge Analytica, 2018): Data from millions of users was stolen for political purposes.
- Google (GDPR, 2019): Fined €50 million for lack of transparency in data usage.
- TikTok (2022): Investigated for transferring data to China without user consent.
How to Protect Your Data?
Fortunately, there are ways to limit the collection of your personal data:
- Adjust privacy settings: Review and modify permissions in your apps and online accounts.
- Use ad blockers and anti-tracking tools: Extensions like uBlock Origin and Privacy Badger help limit data collection.
- Browse in private mode or use a VPN: This reduces the trace you leave online.
- Reject non-essential cookies: Many websites allow you to accept only necessary cookies.
- Check mobile app permissions: Some apps request unnecessary access (e.g., a flashlight app asking for contact access).
Our personal data is digital gold. Tech companies exploit this information to maximize their profits, often at the expense of our privacy. Becoming aware of these issues and adopting good cybersecurity practices allows you to maintain better control over your personal information.
The Internet will never be completely safe, but by adopting protective habits, you can reduce risks and take back control of your digital identity.
