Apr 10, 2018
While Facebook desperately tightens controls over how third parties access its users' data - trying to mend its damaged reputation - attention is focusing on the wider issue of data harvesting and the threat it poses to our personal privacy. Data harvesting is a multibillion dollar industry and the sobering truth is that you many never know just how much data companies hold about you, or how to delete it. "Thousands of companies are in the business of harvesting your data and tracking your online behaviour," says Frederike Kaltheuner, data programme lead for lobby group Privacy International. On his app, consumers take personality tests and quizzes voluntarily, then share that data anonymously with brands looking to buy more accurate marketing data to inform their advertising campaigns. "Your data is much more compelling and valuable if it comes from you willingly in real time. You can outcompete the data brokers," he says.
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