For some reason, it is thought that the privacy of a oneself in a world wide web exists behind the wall which is protected by a password. However, despite the existence of a passwords, there is still a big amount of data which is processed and available to certain parties. Free applications on the AppStore or Google PlayMarket (and others) are eventually not free; moreover it is the exchange of “goods” between two parties. The exchange, I would say, is parallel to Sigmund Freud’s concept of unconsciousness; there are hidden forces that control behavior, even if we are unaware about these forces it doesn’t mean that they do not exist. Using that parallel, the thing we are trading for a particular service is also something valuable but not directly visible to us. The good we are exchanging is our data, which is personally or non-personally identifiable.
Personally identifiable data – is a type of information which can help to create a certain image of a user, the individual who uses a certain service. Following types of information are considered as such:
- Name
- Date of Birth
- Address
Non-personally identifiable data – is usually a set of information which concerns the devices of the user, a device which an individual possesses and uses to access the service. Such sources are:
- IP Address
- Cookies
- Age
- Country, Town
- Time-Zone
- Browser
As it is listed, these points should be approached with the benefit of the doubt. Knowing the IP address it is possible to trace the device location – at least approximate. Cookies usually gain such information as scree resolution, operating system and etc. to make the web browsing adaptive and be comfortable for the user.
The difference between personally and non-personally identifiable data should be stressed. Both of these types of information are actually able to tell a lot about the user. However, it is worth noting that both of these can be easily cheated – whenever you are registering to a certain website, you are able to fake own identity; however, if you are going to pay for that service, you will have to disclose your identity in the form of entering your credit/debit card information. Whereas it is also easy to deal with non-personally identifiable data simply by using VPN services which can change the IP address using proxy servers; though sometimes it is irrelevant since free VPN services provide slow browsing speeds.
Let’s consider the practical side. Music streaming service – Spotify.
Spotify acquires several types of data, which are:
- Personal data which is collected whenever you sign-up for Spotify – also, if the registration is done by third-party (i.e. Facebook) the information from Facebook after online consent will be also stored at Spotify data center. The registration information is obliviously a personally identifiable data.
Personal data which is collected through using the service:
- Service plan, either it is free or you pay for the service; the general benefit is that whenever you pay it keeps running ads-free.
- The date and time you listen to songs, what songs, what videos and how you interact with other users.
- Technical Data – URL information, cookie data, your IP address, the types of devices you are using to access or connect to the Spotify Service, unique device IDs, device attributes, network connection type (e.g. WiFi, 3G, LTE, Bluetooth) and provider, network and device performance, browser type, language, information enabling digital rights management, operating system, and Spotify application version.
- And orientation meters.
Whenever an individual stops paying for the service, the service identifying and analyzing your cookies will adapt ads to the sphere of interest.
The issue of Privacy is complicated, there are no free things on the internet, current development of internet even shapes the results according to your point of views. My opinion is that any of the information should not be collected from the service and should be 100% adaptable to the user. However, the exchange can’t exist without the reciprocity; something for sure should be given in response. Services should be paid for. And hopefully, with money but nothing else.
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