Introduction to Data Collection
Companies are making huge profits from people’s information, and experts are calling user data "the new oil." Some of these companies are well-known names, but many are unknown. The relationship between companies and users has been likened to “David versus Goliath.”
How Companies Collect Data
Companies collect data about people using a variety of methods, many of which occur in the background of our daily lives. Most people have heard of ‘cookies,’ but perhaps many don’t know that ‘cookie’ is actually another word for a tracker. When you click “Accept” on a cookie banner, you are allowing not only the website you are on to track you, but often hundreds of different companies, hidden in the site’s terms and conditions.
Other data collection methods include:
- Pixels: Tiny images embedded in websites and emails that track activity.
- Device fingerprinting: Websites collect device-specific information (e.g. screen size, browser type, font) to provide a unique means of identification.
- Mobile apps: Many contain third-party software that sends data about users to other companies – such as location or usage habits.
What Data Do Companies Collect?
The data collected essentially falls into two categories:
- Personal Information: Information about users, such as name, email, phone number, and location.
- Behavioral data: Information about how users interact with websites, which ones they visit, what they search for, how they search, where they click, and how much time they spend on each part of the website. When combined, these can be used to predict interests, habits, and even life events.
Why Do Companies Collect Data?
Advertising is one of the most important – and profitable – reasons companies collect data. When companies understand users better, they are better able to sell products to them (or help others sell their products). Data brokers sell user information to companies hoping to reach people for various reasons. Another great benefit is research, because when companies know more about users, they can identify trends (or problems) and make informed decisions.
What Can You Do About It?
It can seem scary knowing that information about you is available online. To protect yourself, it’s essential to be aware of where your data is on the internet. Various online tools can search the Internet to find out which companies have a user’s information and remove it for them. However, to do this yourself (for free), you need to complete a personal digital audit. This can be done by going through your email and seeing what you are signed up for, and searching your name and phone number on various search engines to see where you show up.
Once you figure out where your information is, you can clean it up. Websites that may have your data have a privacy policy, and it’s recommended to look for sections that relate to user rights or data. You can often find out how to request deletion or contact the company to do so. Newer data protection laws also allow you to make legal requests to have your data deleted.
Additionally, be careful who you share your data with from the start, and be selective about app permissions on your phone. Delete old and unused apps, because fewer apps mean fewer opportunities for data collection. On social media sites, be aware of what you share and your privacy settings. Using protective software like VPNs can also help protect your data online. Conducting a regular cleanup is recommended, but it’s understood how difficult this is and how much the problem impacts users.
