The Basics of
Data Security:
Companies
CC-BY
Fabian M. Suchanek
Overview
2
•
What the big companies know
•
What the data is used for
•
Societal questions
•
Data protection
What the big companies know
3
Your email provider, your social network and/or your search engine know:
• your emails
• your purchases on the Web
• your trips
• your Web searches
• your exact location (if logged in in Maps)
• the people you interact with
• what you like
• when you are online
BUT: The companies deliver a high‐quality, free service in return!
You have to find a balance that works for you!
What Facebook may know
4
depression
political orientation
impulsivity
values
sensational interests
field of study
substance use
physical health
gender
age
education level
relationship status
“mother type”
wants to buy a car
age of car
how much money will spend
balance on the credit card
types of clothing
heavy buying of alcohol
pain relief buyers
type of restaurants
receptivity to online insurance offers
likely moving soon
type of vacation
personality type
purple =
what advertisers can target
Try it out with
Cambridge tool
>more
Facebook allows targeting ads
5
ProPublica
The NGO ProPublica
bought ads and asked
to exclude African
Americans, mothers
of high school kids
people interested in
wheelchair ramps,
Jews, expats from
Argentina and
Spanish speakers.
ProPublica
>more
How Facebook puts ads
6
Each Facebook user in the US generates 112 USD of revenue per year.
Even if you log out,
Facebook’s cookies remain
.
>more
How Facebook puts ads
7
Go check your privacy settings!
>more
What WhatsApp knows
WhatsApp
shares
your phone number, contact list, and usage data
with Facebook. The online time is also
publicly
available, and can be
used to build profiles
. The messages themselves are private.