Our ancestors all used to say; “There is no such thing as a free lunch!” Which, to this day, remains true – no-one gives you anything not expecting something in return.
Nowadays the mantra is; “If you cannot see the product then you are the product.”
A prime example:
- We willingly give all of our private details to our Social Media of choice.
- Then we ‘stock’ that Social Media instance with lots of lovely content for free.
- Question: “If MyPE asked you to contribute articles and images for free, would you?”
- Then we freely advertise those Social Media businesses by sticking their logos on our stationery, business cards, vehicles, web sites.
- Question: “Would you place the MyPE Logo on your marketing material?”
- Then we spend inordinate hours of time DURING work on these Social Media sites.
- Question: “Do you think it is right for your employer to pay you to surf Social Media sites, oftentimes using your employers resources, time and bandwidth?”
Anyway – here is what your new role in life as a Data Subject has ‘evolved’ into:
Understanding Data Subjects: Who You Are and What Your Data is Worth
In today’s digital world, our personal information is constantly being collected, analyzed, and used by various organizations. This raises important questions about who owns this data and how it’s being used. This is where the term “data subject” comes into play.
Who is a Data Subject?
A data subject, as defined by regulations like the General Data Protection Regulation (GDPR), is any identifiable individual whose personal data is being processed. This includes information like your name, address, email address, phone number, browsing history, purchase records, and even health information.
The Value of Your Data
While it’s difficult to pinpoint an exact figure, estimates suggest that the global data market is worth trillions of dollars. Companies can generate significant revenue by:
- Targeted advertising: By analyzing your data, companies can build detailed profiles of your interests and preferences, allowing them to target you with personalized advertisements. This highly targeted approach is often more effective and leads to higher conversion rates, increasing their revenue.
- Data insights and analytics: Aggregated data can be extremely valuable for businesses looking to understand customer trends, predict market behaviour, and develop new products and services. These insights are often sold to other companies or used internally to improve their strategies.
- Data monetization platforms: Some companies offer platforms where individuals can sell their own data, allowing them to control how their information is used and potentially earn some income from it.
However, it’s important to remember that the value of your data is not just financial. Your data also holds intangible value:
- Privacy concerns: The widespread collection and use of personal data raises concerns about privacy and potential misuse of information. Data breaches and targeted manipulation can have significant negative consequences on individuals.
- Control and ownership: Many individuals feel they lack control over their data and are not adequately informed about how it is being used. This raises questions about who truly owns and benefits from our digital footprint.
Understanding your status as a data subject and being aware of the value your data holds is crucial in this digital age. It empowers you to make informed decisions about how you share your information and to advocate for your privacy rights.
Here is a practical example of Data Subject Profiling:
Below is the Google Ad I see on MyPE when I fire up this article – if you see the same advert then drop a comment below (I do not expect any comments).
That article is heavily based on recent research into Soya Bean Alternative Milk Making Machines done on the web site in question – so I am being retargeted by the site using Google’s data and platform.
BUT, one has to remember that any right thinking human being would feel very uncomfortable knowing that advertisers have heaps of data on them and use that very same data to manipulate them into buying products they don’t really need.
So, some marketing language and PR Spin is needed to make this underground data trading network/aggregation more palatable. And this is where our dearly beloved marketing experts come in. After all if you still believe a food label that says; “Farm Fresh” as a statement that the food inside comes from a loveable Farmer Brown who has his chickens scratching in the sunlight, sleeping in his bed and then willingly giving up their happy lives to becom KFC then you have a serious wake up call headed your way!
The big brother of data across the widest range of subjects has to be our good friend Google and we all know how hard it is to talk to anyone at that company let alone ask for a press statement so we turned to Google’s AI Assistant, Gemini and asked the following question:
How does Google accomplish showing different adverts to different people reading the SAME PAGE on a website?
Google doesn’t directly control the ads displayed on websites. Instead, they provide the technology and infrastructure for advertisers to target specific audiences through a process called real-time bidding (RTB).
Here’s how it works:
- Website owner signs up for Google AdSense: This allows the website owner to display ads on their website and earn revenue from clicks or impressions.
- Advertisers create campaigns on Google Ads: They specify their target audience based on various factors like demographics, interests, and browsing behavior. They also set a maximum bid (amount they’re willing to pay) for each ad impression.
- User visits the website: The website sends a request to Google’s AdX (ad exchange) server, along with information about the user and the page they’re viewing.
- AdX holds an auction: Advertisers whose targeting criteria match the user and page information participate in a real-time auction.
- Highest bidder wins: The ad with the highest bid wins the auction and is displayed on the website.
Here are some factors that influence which ad is shown to a specific user:
- User information: This can include demographics like age, location, and gender, and browsing history. Google may collect this information through various methods, like cookies or user accounts. (It’s important to note that users have control over their privacy settings and can choose to limit data collection.)
- Website content: The content of the page being viewed can influence the types of ads shown. For example, a website about sports might attract ads for sporting goods, while a news website might attract ads for current events.
- Contextual targeting: Advertisers can choose to target their ads based on specific keywords or topics related to the page content.
- Device and time of day: The type of device (desktop, mobile) and the time of day can also influence which ads are displayed.
It’s important to understand that Google doesn’t directly sell user data to advertisers. Instead, they use anonymized data and user signals to match individuals with relevant ad campaigns. However, the process of collecting and using personal data remains a complex and evolving topic with ongoing discussions about privacy and user control.
Your Browser Data is the Holy Grail:
Put it another way; “You are NO LONGER anonymous as you surf the net!” WHY? Your browser is your new THUMBPRINT!
A snapshot of your browser can be taken by any number of freely available programmes – most of these utilties form part of the many forms that you complete and submit to various web sites. By adding Your IP address to the information your physical address can be determined with a reasonable amount of accuracy.
Several factors contribute to a unique browser setup, even among users accessing the same website:
1. User Preferences and Extensions:
- Settings: Users can customize various browser settings like homepage, search engine, font size, zoom level, and privacy controls. These preferences personalize the browsing experience and make each setup unique.
- Extensions: Users can install extensions that add functionality to the browser, such as ad blockers, password managers, grammar checkers, or custom themes. These further personalize the experience and capabilities, differentiating one user’s setup from another.
2. Local Data and Cache:
- Browsing history and cookies: Browsers store browsing history and cookies, which influence what content is displayed automatically. Previously visited websites might pre-fill forms or display personalized content based on browsing history. This data is unique to each user’s browsing activity, making the setup specific.
- Cached data: Browsers cache frequently accessed data like images, scripts, and stylesheets to improve loading times. This cached data, unique to each user and device, can influence how a page initially loads.
3. System Configuration and Environment:
- Operating system and hardware: Different operating systems and hardware configurations can render websites slightly differently, affecting how certain elements appear or function. This can contribute to a difference in the user experience between individuals.
- Network settings: Network settings, including connection speed, ISP, and firewall configurations, can influence how quickly content loads and potentially alter the appearance of certain elements. These variations contribute to a unique browsing experience.
4. Temporary Information and Randomization:
- Session IDs and timestamps: Websites often use temporary information like session IDs and timestamps to manage user sessions and interactions. These values change for each user and session, further contributing to the unique setup experienced.
- Randomization: Some websites employ randomization techniques for specific elements like ad placement or content order. This adds another layer of variability to what each user might see, making their experience unique.
While browsers aim to render websites consistently, these factors combine to create a personalized and unique setup for each user accessing the same website.
Alan Straton
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