Every account sign-up, like, and comment is another digital brushstroke that contributes to painting a surprisingly revealing portrait of your online persona and real-world identity. Such information is not only revealing but highly profitable.
Who’s collecting it? How are they doing it, and who gets to benefit? Can you do anything to minimize the amount of data others possess about you?
Who’s Keeping Tabs on You?
Picture Credit: Usercentrics.com
Find direct and actionable answers in our insightful article.
What is Personally Identifiable Information?
PII is any info someone could use to figure out your true identity. Some of it can lead to you directly, like your home address or social security number. Conversely, account names, IP addresses, or your phone’s GPS data are examples of PII that establish the connection indirectly.
Some types of PII are more sensitive and more useful than others. It’s not hard to find someone’s name by consulting public records, and a name alone isn’t particularly valuable. However, getting a hold of your medical records or social security number opens up far greater possibilities.
Your PII is a valuable commodity. So much so that the data broker market is projected to be valued at more than $360bn by the end of the decade.
How Can You Protect Your Digital Privacy?
The availability of public records and the nature of our online activities mean there’s already far more information on each of us out there than many people are comfortable with. You have a limited ability to change that. Still, you can do much to control the info you share from now on. Here’s how.
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Start using a VPN
We already mentioned how an IP address can indirectly link your online activities to your real identity. One way to negate this is to use the Tor browser, but that leads to considerable slowdowns. A virtual private network or VPN is a more comprehensive solution that won’t inconvenience browsing. Not only does it secure your connection, but it also helps you protect your device from malware.
A VPN routes your standard connection through an encrypted tunnel. That way, neither your ISP nor parties interested in collecting your data can link your online activities to your IP address. It affects the entire connection, including your streaming or online gaming activities.
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Adjust your online behavior
We’ve become so accustomed to signing up for new services and discussing things online that we fail to realize the dangers. For example, people share their pet names or children’s ages with strangers. They use this same information as answers to security questions for various accounts.
Avoid divulging too much about yourself in public forums and to online strangers. Quizzes & online sweepstakes are prime examples of companies’ sneaky attempts at data collection, so stay away from them. Phishing is also a popular scam even tech-savvy users can fall for if the email looks convincing.
In addition to being cautious with personal information, staying informed about the latest online security practices and threats is crucial. Regularly updating passwords, enabling two-factor authentication, and using reputable antivirus software can significantly improve digital security.
Furthermore, educating yourself and your close circle about online safety is essential, as it empowers everyone to recognize potential dangers and make informed decisions when navigating the vast online landscape.
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Take steps to delete your online presence
Privacy regulations like GDPR and CCPA let consumers opt out of data collection. It’s impossible to uncover the extent to which your data is being sold and all the responsible parties.
Still, you can pay for services that contact data brokers and other companies known to hold such information en masse. Doing so won’t completely erase your digital presence, but it can notably decrease your digital footprint.
What are Data Brokers & How Do They Profit from Your Information?
The term refers to companies acquiring, leveraging, and selling extensive information compilations on thousands of individuals. The more data points they have on you, the better they can sell their services to a diverse market.
A sizeable spread of information on you is available publically and legally. Data brokers barely have to expend any effort to get a hold of your name, place of residence, marital status, or driver’s license info.
We exacerbate the issue ourselves by leaving easy-to-follow digital trails and freely sharing too much. That makes it possible for data brokers to get their hands on anything from your laundry detergent preferences to your music tastes and political views. Although you can find ways to opt out of databases, think twice when sharing personal information.
The business is so lucrative since data brokers are skilled at collecting and packaging your information in a way useful to different industries.
Advertising companies are their biggest customers. They care most about your demographic traits and spending habits. Advertisers use these insights to form categories called customer personas, for which they then craft targeted ads. Machine learning and AI development may lead to even more personalized marketing efforts that specifically target your perceived needs.
Data brokers also cater to banks, insurance agencies, and other businesses that have a vested interest in knowing more about specific aspects of your life. The bank might purchase credit histories or information on assets, spending habits, or payment irregularities. This lets them vet the best candidates for new loans or offer refinancing options.
Fraud prevention is another legitimate use of brokered data. Let’s say you’re about to purchase a new home. The real estate agency you hire would suffer reputation and financial loss by dealing with fraudulent buyers. They consult data brokers to match as much of your provided info to the brokers’ records as possible.
Conclusion
Your information online is very valuable. Not only for you but also for the malicious actors. Safeguarding your personal data is an ongoing journey; you should be well prepared. We hope this article showed you how to take control of your digital presence. Take proactive steps to protect your data, and remember: you have the power to shape your online narrative and control who can keep a tab on you.