The WIRED Guide to Your Personal Data (and Who Is Using It)

Source: Wired Author: Louise Matsakis Published: Feb. 2, 2019

Information about you, what you buy, where you go, even where you look is the oil that fuels the digital economy.

On the internet, the personal data users give away for free is transformed into a precious commodity. The puppy photos people upload train machines to be smarter. The questions they ask Google uncover humanity’s deepest prejudices. And their location histories tell investors which stores attract the most shoppers. Even seemingly benign activities, like staying in and watching a movie, generate mountains of information, treasure to be scooped up later by businesses of all kinds.

Personal data is often compared to oil—it powers today’s most profitable corporations, just like fossil fuels energized those of the past. But the consumers it’s extracted from often know little about how much of their information is collected, who gets to look at it, and what it’s worth. Every day, hundreds of companies you may not even know exist gather facts about you, some more intimate than others. That information may then flow to academic researchers, hackers, law enforcement, and foreign nations—as well as plenty of companies trying to sell you stuff.

What Constitutes "Personal Data"?

The internet might seem like one big privacy nightmare, but don’t throw your smartphone out the window just yet. “Personal data” is a pretty vague umbrella term, and it helps to unpack exactly what it means. Health records, social security numbers, and banking details make up the most sensitive information stored online. Social media posts, location data, and search-engine queries may also be revealing but are also typically monetized in a way that, say, your credit card number is not. Other kinds of data collection fall into separate categories—ones that may surprise you. Did you know some companies are analyzing the unique way you tap and fumble with your smartphone?

All this information is collected on a wide spectrum of consent: Sometimes the data is forked over knowingly, while in other scenarios users might not understand they’re giving up anything at all. Often, it’s clear something is being collected, but the specifics are hidden from view or buried in hard-to-parse terms-of-service agreements.

Consider what happens when someone sends a vial of saliva to 23andme. The person knows they’re sharing their DNA with a genomics company, but they may not realize it will be resold to pharmaceutical firms. Many apps use your location to serve up custom advertisements, but they don’t necessarily make it clear that a hedge fund may also buy that location data to analyze which retail stores you frequent. Anyone who has witnessed the same shoe advertisement follow them around the web knows they’re being tracked, but fewer people likely understand that companies may be recording not just their clicks but also the exact movements of their mouse.

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Chelsea McCullough