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Is BigData ethical? Is human trafficking ethical? I don't think so either. Although... No, Mycroft, stick to the side of good and light! It's not ethical, period. Ask me why? And I'll tell you. It's a stone's throw from anonymous BigData to deanonymization. So much information is collected on you that literally one tiny fact - and you turn from a line in the database into a specific full name with passport data, phone number and place of registration.
How is this whole story controlled in principle? In Europe, for example, there is GDPR (General Data Protection Regulation), according to which your IP address is also personal data and it must be protected. In the US, the approximate equivalent is CCPA, but only in California. In our country, Federal Law 152 does not provide a clear understanding of whether an IP is personal or not, although the Supreme Court of the Russian Federation in 2020 did call the IP address part of personal data. But not all courts agree with this. Especially in arbitration. That is, there is no uniform practice yet.
Now to the commercial side of the issue. How does the process of creating a fingerprint database and selling it work? Almost anyone can collect a fingerprint and subscriber activity: from websites to browser extensions. The only question is: how systematically? On an industrial scale, this information is owned by browser creators (hello to Khromoy and its domestic analogue), search engine owners (hello to all the same), VPN services, DNS providers, and application owners. Actually, these are the main stakeholders. Then the information about user activity is compared and a small or not so small folder with a digital profile is created for each user.
What happens next? Anyone can buy this information. Of course, not a specific folder, but, for example, all the profiles of beer lovers or, on the contrary, the most ardent healthy lifestyle enthusiasts. Or activists of a specific party... Well, you get the idea. There are actually a lot of options.
Why all this? For the sake of pinpoint irradiation of the target audience. All this for the sake of microtargeting. It is known that the more precisely the target audience is selected, the better the target message will go. Simply put, it is easier to irradiate the warm ones than the frostbitten ones. Fans of dark beer with bitterness are more likely to buy an expensive limited edition of some Guinness than a mother on maternity leave. That's it.
Well, now - where to buy. Probably the most popular service is LiveRamp [ 1 ]. Naturally, everything is as impersonal as possible, but you can choose a narrow target audience and fine-tune your advertising in two clicks. Another such comrade is Lotame [ 2 ]. By the way, they not only sell, but also buy data. So, if you have your own candle factory for the production of fingerprints, and you want to do this dirty business - welcome to them. There is also Eyeota [ 3 ] from the godforsaken DnB (may the punishment of heaven be upon their heads). They have 5 billion (sic!) unique users, 50 thousand audience profiles and 30 thousand sources of information.
What are the conclusions? They are simple. If you are an honest marketer, then these platforms for retargeting advertising will be very useful for you. And if not, avoid these accumulations of sin. A good person has nothing to do there.
Good luck to all!
How is this whole story controlled in principle? In Europe, for example, there is GDPR (General Data Protection Regulation), according to which your IP address is also personal data and it must be protected. In the US, the approximate equivalent is CCPA, but only in California. In our country, Federal Law 152 does not provide a clear understanding of whether an IP is personal or not, although the Supreme Court of the Russian Federation in 2020 did call the IP address part of personal data. But not all courts agree with this. Especially in arbitration. That is, there is no uniform practice yet.
Now to the commercial side of the issue. How does the process of creating a fingerprint database and selling it work? Almost anyone can collect a fingerprint and subscriber activity: from websites to browser extensions. The only question is: how systematically? On an industrial scale, this information is owned by browser creators (hello to Khromoy and its domestic analogue), search engine owners (hello to all the same), VPN services, DNS providers, and application owners. Actually, these are the main stakeholders. Then the information about user activity is compared and a small or not so small folder with a digital profile is created for each user.
What happens next? Anyone can buy this information. Of course, not a specific folder, but, for example, all the profiles of beer lovers or, on the contrary, the most ardent healthy lifestyle enthusiasts. Or activists of a specific party... Well, you get the idea. There are actually a lot of options.
Why all this? For the sake of pinpoint irradiation of the target audience. All this for the sake of microtargeting. It is known that the more precisely the target audience is selected, the better the target message will go. Simply put, it is easier to irradiate the warm ones than the frostbitten ones. Fans of dark beer with bitterness are more likely to buy an expensive limited edition of some Guinness than a mother on maternity leave. That's it.
Well, now - where to buy. Probably the most popular service is LiveRamp [ 1 ]. Naturally, everything is as impersonal as possible, but you can choose a narrow target audience and fine-tune your advertising in two clicks. Another such comrade is Lotame [ 2 ]. By the way, they not only sell, but also buy data. So, if you have your own candle factory for the production of fingerprints, and you want to do this dirty business - welcome to them. There is also Eyeota [ 3 ] from the godforsaken DnB (may the punishment of heaven be upon their heads). They have 5 billion (sic!) unique users, 50 thousand audience profiles and 30 thousand sources of information.
What are the conclusions? They are simple. If you are an honest marketer, then these platforms for retargeting advertising will be very useful for you. And if not, avoid these accumulations of sin. A good person has nothing to do there.
Good luck to all!
