As users find themselves in a fix over how to safeguard their personal data from being mined by tech giants, a Kaspersky report said that finally, public awareness of the perils of unfettered data collection is growing, and the free market is taking notice.
Some sources of behavioural analytics data are so common we can call them conventional, such as using your recent purchases to recommend new goods or using your income and spending data to calculate credit default risk. “But what about using data from your web camera to track your engagement in work meetings and decide on your yearly bonus? Using online tests that you take on social media to determine what kind of ad will make you buy a coffee brewer? The mood of your music playlist to choose the goods to market to you?”.
From the software standpoint, more companies like Apple, Google, and Microsoft are adopting differential privacy techniques to give people strict (in the mathematical sense) privacy guarantees while continuing to make use of data.