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The recent accusation that Google has been collecting data from users during their private browsing highlights a critical issue in the digital age: the value of our data to technology companies. This incident has raised concerns and questions about why our online activities are seen as valuable by these companies.
Google has been at the forefront of tracking user data online, with research revealing that they collect 39 “data points” per user. They are followed closely by Twitter with 24 points, Amazon with 23, and Facebook with 14. According to Javier Morán, dean of the Faculty of Engineering at USIL, browsing data collected by companies like Google typically includes information such as web pages visited, searches performed, videos watched on platforms like YouTube, and locations frequented if geolocation services are used. This data collection may also include details such as your IP address, cookies that monitor your activity, unique device numbers, and sometimes personal information like age or location if it has already been provided on a page or app.
The collection of browsing data serves a specific strategy. Morán explains that a detailed profile of the user can be built based on this data collection, which can then be used to develop targeted advertising campaigns and products. In his view, this is essential for technology companies like Google because it allows them to offer better services and products, personalize the user experience, generate revenue and maintain their competitiveness in the market. However, Morán emphasizes that companies must treat their users’ data ethically and protect their privacy and security.
On another hand, Morán raises a concern about the collection of incognito browsing data going against the privacy of users. He explains that this type of data collection contradicts users’ expectations of privacy protection and constitutes a violation of their rights. Thus he argues that there is an existing tension between practices of data collection from companies and individuals’ need for privacy protection.
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