The Value of Personal Data in the Digital Age: Google’s Data Collection Raises Privacy Concerns

In the digital age, the value of our personal data by technology companies has become a crucial issue. A recent accusation against Google for collecting data from users during their private browsing has raised concerns and questions about why our online activities are valuable to these companies.

According to a report by The Verge, in June 2020, three users filed a complaint accusing Google of executing an extensive data tracking operation that persisted even when privacy measures were employed such as browsing in incognito mode. Four years later, the company agreed to delete data collected while using this mode in Chrome.

Research by StockApps reveals that Google leads the way in tracking user data online, collecting 39 “data points” per user. They are followed closely by Twitter with 24 points, Amazon with 23, and Facebook with 14.

Luis Acosta, a professor at the Faculty of Business and Systems Engineering of the Scientific University of the South, explains that not only Google but all technological companies collect information with a strategy behind it. Javier Morán, dean of the Faculty of Engineering at USIL, adds that browsing data collected by companies such as Google includes information about web pages visited, searches performed, videos watched on platforms like YouTube, locations frequented if geolocation services are used, and other data related to online activity.

Acosta notes that this information allows companies to discover what we like, our interests and preferences based on what we look at on the Internet and what we buy online. User tracking has an underlying strategy as it allows companies to build a detailed profile of the user and develop tactics to target personalized products and advertisements.

Experts Acosta and Morán suggest that when users take proactive measures to protect their privacy, they can reduce the risk of their data being collected and used in unwanted ways by technology companies. Some measures that can be adopted include reviewing privacy policies, using alternative platforms that offer greater privacy and being cautious about the information shared online.