How Much Your Data Is Worth And How To Stop People Profiting From It
Experts describe user data as the new oil, fueling profits for many firms and data brokers. Cookies act as trackers; clicking cookie banners can authorize data-sharing with hundreds of third-party companies. Other methods of data collection include pixels, device fingerprinting, and mobile apps that send information such as location or usage to third parties.
The data collected falls into two main categories: personal data, which includes name, email, phone, and location; and behavioural data, such as site visits, searches, clicks, and time spent on sites, which can be used to predict interests and life events. Advertising is the main driver of profits from data collection, with data brokers selling this information. Data is also used to support research and decision-making, and some data collection is legally required.
Practical steps to protect one's data include auditing your data footprint, reviewing privacy policies, requesting deletion of data or using tools like Google's Results About You, deleting unused accounts, managing app permissions, and tightening privacy settings. Technical protections like VPNs can help, but regular data cleanup is challenging due to the scale and complexity of data collection.
Experts cited include Sam Jones from Gener8, who explained data collection practices; Oliver Devane from McAfee, who emphasized improving user experience through data; and Tilman Harmeling from Userscentrics, who highlighted that some data collection is legally required.
