How Pizza Night Can Cost More in Data than Dollars?
Facebook data breach of 87
million users highlighted once again the vulnerability most users have with
their online data. At the same time, most users do not understand how much data
is shared with every online transaction with do. This recent article in WSJ
uses pizza night with friend as a great example to show the amount of data that is exchanged with the service provider,
social media platform, ordering device/platform as well as phone company. For
example, a user taking a selfie and posting it on Facebook shares more than
just selfie. User may provide only 3 data points to Facebook while the site
collects an additional 20 data points ranging from user phone to her location.
Data Provided
FACEBOOK
Uploaded photo
Text submitted with photo
Facial recognition
ADDITIONAL DATA COLLECTED
FACEBOOK
Photo analysis
Location of the photo (if included in metadata)
Date
Type of device (iPhone X)
Device ID
Device operating system
Battery level
Signal strength
Bluetooth signal
Connection speed
Available storage
App and file names and types
Nearby Wi-Fi beacons and cell towers
Nearby devices such as a TV for phone-to-TV streaming
Time zone
Mobile operator or internet service provider
IP address
Time, frequency and duration of activities
Hardware version
Software version
This is a clear signal for both
consumers and digital marketer to be both aware of the amount of data being
shared and collected. With increasing amount of online transactions, we need an
educated consumer that understands and controls the data being shared. At the same
time, tech companies have to show leadership in protecting and safeguarding
consumer data from growing threats of cyber security.
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