The Hidden Value of Your Digital Footprint: How Technology Companies Collect and Use Your Data

In the digital age, the issue of valuing our personal data by technology companies has become increasingly pressing. The recent accusation against Google for collecting data from users during their private browsing sessions highlights this problem and raises questions about why our online activities are so valuable to these companies.

In June 2020, three users filed a complaint against Google, accusing the company of conducting 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 confirms that Google is at the top of the list when it comes to collecting user data online, with 39 “data points” per user. Twitter follows closely behind with 24 points, followed by Amazon with 23 and Facebook with 14.

Professor Luis Acosta at the Faculty of Business and Systems Engineering of the Scientific University of the South says that not only Google but all technology companies collect information with a strategy behind it. He explains that browsing data collected by companies like Google typically includes information about web pages visited, searches performed, videos watched on platforms like YouTube, locations frequented if geolocation services are used, and other related data about online activity.

According to Javier Morán, dean of the Faculty of Engineering at USIL, this information can be used by companies to discover users’ interests, preferences and even their purchasing habits based on what they do online. User tracking has an underlying strategy as it allows companies to build detailed profiles of their users and develop tactics to target personalized products and advertisements.

Experts Acosta and Morán advise 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