Understanding the Value of Your Data and How to Protect It
User data has become highly valuable, often described by experts as the 'new oil,' creating a David versus Goliath dynamic between individuals and large internet companies that profit from it. Sam Jones of Gener8 explains that data collection methods include cookies, pixels, device fingerprinting, and data sharing through mobile apps, with cookie banners frequently allowing numerous hidden trackers.
Data brokers compile this information and sell it to advertisers, insurers, and political groups. The collected data generally falls into two categories: personal data, such as name, email, phone, and location, and behavioural data, which reveals how users interact with websites. Together, this information can predict interests, habits, and life events.
Data is primarily used for advertising profitability, selling via brokers, and researching trends. It can also tailor user experiences, like showing football-related content to fans. To protect themselves, individuals are advised to audit where their data appears, review emails, search their names and numbers online, use privacy policies to request data deletion, and utilize tools like Google's "Results About You." Forgotten accounts should be deleted, and app permissions minimized.
Privacy rights under newer laws enable legal data removal requests, and technologies such as VPNs offer additional protection. While regular data clean-ups can be challenging, experts recommend them as an essential step to safeguard personal privacy.
