Understanding the Importance of Personal Data
By James Wilson, CEO of Veriglif
The concept of personal data violations is by no means new. Businesses spend big dollars on protecting their intellectual property from competitors to secure their influence in their industry. So with this in mind, it makes no sense that some of these same businesses have no issue with using people’s personal data without clear consent. Finn Lutzow-Holm Myrstad said in his TED talk, ‘How tech companies deceive you into giving up your personal data’, “there are few rules to protect us and the ones we have; are not being properly enforced”. He also said. “Connecting to the internet puts you in an impossible take-it-or-leave it position”. Basically, when you open a web browser your personal data is accessible to anyone that wants it for whatever purposes they choose to use it. In Schumpeter’s article, ‘Who owns the web’s data?’, he talks about Sir Tim Berners-Lee, who created the World Wide Web in 1989. Sir Tim now feels that the internet has fallen into a “dystopia of prejudice, hate, and disinformation”. He has actually created a startup, Inrupt, that “ aims to shift the balance of power. It is one of many incipient efforts aimed at putting data back into the hands of the people”. Interesting to note that the father of the world wide web is aware of the rotten blood that has brewed out of control into a poisonous mess and the abuse of personal data is at the epicentre.
When the lockdowns happened in the USA earlier this year in March, people turned to social media to get them through the boring days of indoor restrictions. Tik Tok, Facebook, SnapChat, and Instagram, just to name the “big”ones, all providing entertainment and escapism from the stress of the unknown. Wallaroo Media stated that, “Among U.S. over 18, TikTok brought in 22.2 million mobile unique visitors in January, 23.2 million in February and 28.8 million in March. In April, that number jumped to 39.2 million — three times the 12.6 million who used the app last April..”. If we only wanted to use Tik Tok as an example, it’s blatantly obvious that social media was the antidote for many people across America and arguably across the world. However, it has to be asked, is this a good thing? Everyday people would say yes. Social media provided entertainment during tough times and for the lucky ones, the “influencers’ and those who aim to create content to go viral, created income for themselves during a pandemic. However, what if I told you, that social media is one of the ways in which big businesses extract your personal data without clear consent, and sell that personal data without compensating you for it? Think about it for a minute: 39.2 million people over the age of 18 using Tik Tok and on a daily basis their personal data is being extracted to be used for any purpose. Sounds scary doesn’t it? How can this be stopped? This is a loaded question that requires many answers. This problem is so big that I do believe it would be impossible to see immediate changes, however, I do think there are steps that can be taken in a positive direction for consumers and businesses to begin a process that Brittany Kaiser coins, “privacy by design”.
Brittany Kaiser worked for Cambridge Analytica; a former British political consulting firm that was involved in influencing hundreds of elections globally and came to prominence through the Facebook-Cambridge Analytica data scandal. Brittany was a whistleblower and used her experience to shed light on the violations of personal data that occur on a daily, even hourly basis without individual consent or knowledge. Brittany shared some knowledge and tips on her recent TalkShop.Live, ‘Privacy by Design’, discussion held on Monday 16th November. She has started a movement to help individuals “own your own data” and encourages individuals to share their data but only if they are compensated. It’s an empowering thought that individuals can make money from their own thoughts, likes and dislikes, and even their genetic and medical information. Brittany also shared her thoughts on what businesses can do to support the protection of personal data. She shared apps that are “privacy by design” meaning their soul purpose is to protect personal data.
What does any of this have to do with Veriglif? Veriglif is a “privacy by design” company of market research industry professionals who see the value of protecting consumer data. Veriglif’s aim is to bridge the gap between individuals and companies. Companies need individual data to help create products and services effective for the right people. Data science is imperative to help the industry flourish, however, the concept of personal data is not protected as it should be. For data users, we deliver a validated identity for all consumer data, increasing quality, decreasing fraud, waste and creating synthesised datagraph to drive greater insights and business impact. For consumers our permission-based network gives individuals visibility of how their data is used and increases monetization for that use. Veriglif uses private blockchain technology to store personal data. It’s a “win win” so-to-speak for the market research and advertising industry. More of what Veriglif does can be found at our website, Veriglif.com.
The main goal is that the message reaches the masses that it is possible to protect your personal data. Not only can you protect your data, but you can choose to be compensated for sharing it and you can see who is using it.
Consumer data is being extracted and shared on a daily basis without clear consent. Mark Zuckerberg of Facebook claims that personal data is only worth $17 per quarter, which might not seem much. However, consider what your personal data would be worth when you add up every social media platform and all the businesses who are using it; put it like that and the echoing of “Ka-ching” is heard loud and clear!
It seems the way to beat these companies is to protest and not stand for it. Do not be compliant and stand up for your personal data the way you would stand up for a child against a bully. Protection of personal data is not something that will change over night and communicating the message will take many forms over different areas of business and personal platforms.
Veriglif has an answer in the market research and advertising industries. If you watch Brittany Kaiser’s TalkShop Live segment, or read her book, you will be well educated on other ways to protect your personal data, which could mean some hard decisions and changes to your approach to social media, the internet, and technology overall. However, no call change is meant to be comfortable right? If this uncomfortable change is for the greater good and future generations, then it should be worth it. As Greta Thunberg said, “The eyes of all future generations are upon you…”
