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The Multi-Billion Dollar Industry That Makes Its Living From Your Data

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The Multi-Billion Dollar Personal Data Ecosystem

The Multi-Billion Dollar Industry That Makes Its Living From Your Data

In the ocean ecosystem, plankton is the raw material that fuels an entire food chain. These tiny organisms on their own aren’t that remarkable, but en masse, they have a huge impact on the world.

Here on dry land, the massive volume of content and meta data we produce fuels a marketing research industry that is worth nearly $50 billion. Every instant message, page click, and step you take now produces a data point that can be used to build a detailed profile of who you are.

Every breath you take, Every move you make

The coarse-grained demographics and contact information of yesteryear seems quaint compared to today’s sophisticated data collection battleground. In the past, marketers would make judgement calls on your likely income and family structure based on where you lived, and you’d receive “targeted” mail and calls from telemarketers. Loyalty programs and the emergence of web analytics pushed things a little further.

Today, the steady march of technological advancement has created a vast data collection empire that measures every aspect of your digital life and, increasingly, your offline life as well. Facebook alone uses nearly one hundred data points to target ads to you – everything from your marital status to whether you’ve been on vacation lately or not. Telecoms have access to extremely detailed information on your location. Apple has biometric data.

Also watching your every move are web trackers. “Cookie-syncing” is one of the sneaky ways advertisers can follow you around the internet. Basically, cookie-syncing allows third parties to share browsing information at such a large scale that even the NSA “piggybacks” off them for surveillance purposes.

The recent sales growth of smart speakers will only increase the breadth of data companies collect and analyze. Amazon and Google have both filed patents for technology that would essentially allow them to mine audio recordings for keywords. Advertisers could potentially target you with diapers before your family and friends even know you’re expecting a baby.

Following the ones and zeros

While web trackers and companies like Apple and Google are collecting a lot of personal and behavioral data, it’s the whales of the data ecosystem – data brokers – who are creating increasingly detailed profiles on almost everyone.

Data brokers trade on the privacy of consumers and operate in the shadows.

– Senator Al Franken (D-Minn)

The goal of data brokers, such as Experian or Acxiom, is to siphon up as much personal data as possible and apply it to profiles. This data comes from a wide variety of sources. Your purchases, financial history, internet activity, and even psychographic attributes are mixed with information from public records to create a robust dossier. Digital profiles are then sorted into one of thousands of categories to help optimize advertising efforts.

Fear the shadow profile?

According to Pew Research, 91% of Americans “agree” or “strongly agree” that people have lost control over how personal information is collected and used.

Though optimizing clickthroughs is a big business, companies are increasingly moving beyond advertising to extract value from their growing data pipeline. Amalgamated data is increasingly being viewed as a clever way to assess risk in the decision-making process (e.g. hiring, insurance, loan or housing applications), and the stakes for consumers are going up in the process.

For example, a man may feel comfortable sharing their HIV status on Grindr (for practical reasons), but may not want that information going to a third party. (Unfortunately, that really happened.)

In 2015, Facebook filed a patent for a service that would help insurance companies vet people based on the credit ratings of their social network.

The More You Know

Below the surface of our screens, our digital profiles continue to take shape.

Measures like adjusting website privacy controls and clearing cookies are a good start, but that’s only a fraction of the data companies are collecting. Not only do data brokers make it hard to officially opt out, their partnerships with corporations and advanced data collection methods cast such a wide net, that it’s almost impossible to exclude individual people.

Data brokers have operated with very little scrutiny or oversight, but that may be changing. Under intense public and governmental pressure, Facebook recently cut ties with data brokers. For a company that has bullishly pursued monetization of user data at every turn, the move is a sign that the public sentiment is changing.

The more information on the personal data industry, visit Cracked Labs’ report on the issue.

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Misc

Ranked: The World’s Most Surveilled Cities

The world’s most surveilled cities contain hundreds of thousands of cameras. View this infographic to see the data in perspective.

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Ranked: The World’s Most Surveilled Cities

This may come as a surprise, but it wasn’t until 2007 that the global urban population overtook the rural population. At that time, the two groups were split nearly 50/50, with around 3.3 billion people apiece.

Today, the percentage of people living in urban areas has grown to over 55%, and is expected to reach 68% by 2050. Due to this trend, many of the world’s largest cities have become home to tens of millions of people.

In response to such incredible density, governments, businesses, and households have installed countless security cameras for various purposes including crime protection. To grasp the scale of this surveillance, we’ve taken data from a recent report by Comparitech to visualize the most surveilled cities in the world.

The List (Excluding China)

Excluding China for the time being, these are the world’s 10 most surveilled cities.

CityPopulationNumber of CamerasCameras per
1,000 people
🇮🇳 Indore, India3.2M200,60063
🇮🇳 Hyderabad, India10.5M440,29942
🇮🇳 Delhi, India16.3M436,60027
🇮🇳 Chennai, India11.5M282,12625
🇸🇬 Singapore6.0M108,98118
🇷🇺 Moscow, Russia12.6M213,00017
🇮🇶 Baghdad, Iraq7.5M120,00016
🇬🇧 London, UK9.5M127,37313
🇷🇺 St. Petersburg, Russia5.5M70,00013
🇺🇸 Los Angeles, U.S.3.9M34,9599

Figures rounded

The top four cities all belong to India, which is the world’s second largest country by population. Surveillance cameras are playing a major role in the country’s efforts to reduce crimes against women.

Further down the list are cities from a variety of countries. One of these is Russia, which has expanded its use of surveillance cameras in recent years. Given the country’s track record of human rights violations, activists are worried that facial recognition technology could become a tool of oppression.

The only U.S. city on the list is Los Angeles, which contains some of the country’s wealthiest neighborhoods and municipalities. That includes Beverly Hills, which according to the Los Angeles Times, has over 2,000 cameras for its population of 32,500. That translates to about 62 cameras per 1,000 people, meaning that Beverly Hills would finish at #2 in the global ranking if it were listed as a separate entity.

Surveillance in China

IHS Markit estimates that as of 2021, there are over 1 billion surveillance cameras installed worldwide. The firm also believes that 54% of these cameras are located in China.

Because of limited transparency, it’s impossible to pinpoint how many cameras are actually in each Chinese city. However, if we assume that China has 540 million cameras and divide that amongst its population of 1.46 billion, we can reasonably say that there are 373 cameras per 1,000 people (figures rounded).

Cameras in China

A limitation of this approach is that it assumes everyone in China lives in a city, which is far from reality. The most recent World Bank figures suggest that 37% of China’s population is rural, which equates to over 500 million people.

With this in mind, the number of cameras per 1,000 people in a Tier 1+ Chinese city (e.g. Shanghai) is likely far greater than 373.

More About China

China’s expansive use of cameras and facial recognition technology has been widely documented in the media. These networks enable the country’s social credit program, which gives local governments an unprecedented amount of oversight over its citizens.

For example, China’s camera networks can be used to verify ATM withdrawals, permit access into homes, and even publicly shame people for minor offences like jaywalking.

This might sound like a dystopian nightmare to Western audiences, but according to Chinese citizens, it’s mostly a good thing. In a 2018 survey of 2,209 citizens, 80% of respondents approved of social credit systems.

If you’re interested in learning more about surveillance in Chinese cities, consider this video from The Economist, which explores the opportunities and dangers of comprehensive state control.

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