Facebook Is Very Good at Crawling Our Online, Even Offline, Trajectories – Personal Privacy

Facebook is very good at crawling our online, even offline, trajectories. It doesn't need to hear our voice just need to track our activity trajectory. As users, we need to understand the mechanism involved and learn how to limit their tracking and leakage of personal information. For example, when you bought paper towels and Afrin (drugs for treating rhinitis) at CVS, and then to get a discount, you scanned the membership card or entered a phone number to get points.

About an hour later, you received the cold medicine push. The user's purchase information begins to spread at this time. Third-party data collectors organize and package. Johnson & Johnson is a manufacturer of Sudafed cold medicines (5) and buys information from third parties. Find the user's information (here, the phone number) through Facebook and match it to the user's Facebook account. Then, through the Facebook account, Johnson & Johnson sent the cold medicine information to the user accurately, and the user received the cold medicine advertisement. How to prevent? Reducing the use of membership cards, or binding emails and phone numbers that are not bound to social accounts. Another useful piece of information that you get is location. The location not only provides real-time weather forecasts, but also because the location leaks may also provide third parties with the user's history and purchase preferences (Mims C, 2018).

For example, did you go through a shop and suddenly got a push and the shop was at a discount. These so-called convenience-to-consumer discount information, which are already used in everyday life, have been frequently used to infringe on users' privacy rights and then pushed in real time (Mims C, 2018). Want to guard against? Users can choose to enter the location in the account settings in Facebook App, turn off location tracking, and disable location history (Mims C, 2018). However, other apps can also crawl your location and push ads through Facebook. When various applications apply for geographic permission to you, users need to think clearly. How to prevent? On the iPhone, location services can be selected in the privacy options in the system settings to browse for apps that the user has authorized for location. Note that don't give the 'Always' permission, and at most, you can only access the geographic location when the app is in use. On Android, click the location option in Settings to find related apps. For another example, LoseIt, a weight loss software, was downloaded with the iPhone. After 24 hours, the user’s entire Facebook and Instagram ads turned into fitness and weight loss ads. When you log in to LoseIt, your information will be shared by Facebook even if you do not choose to log in via a Facebook account.

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LoseIt uses the user's iPhone's advertising identifier (IDFA) to match any other historical IDFA-related history, including Facebook accounts. FitNow, developer of LoseIt, confirmed that (Lose It, n.d.) (Crunchbase Marketplace, n.d), when the user opens the application, IDFA is associated with 'health' and 'slimming', and the user's Facebook advertisement file tags these tags. How to prevent? iPhone users can switch restricted ad tracking in the privacy options in the system settings, and you can reset the ad identifier. Android users select ads in the Google options in settings and then opt out of ad personalization. Finally, Facebook can also keep track of where the user is through the user’s browsing history. Facebook Pixel is installed on millions of websites and apps. Advertisers and Facebook can see what users are doing. This is why after you saw the razor (adding a shopping cart, browsing articles, watching pictures, etc.), you will see an advertisement for a razor. How to prevent? Facebook, Amazon, and Google allow users to opt out of ad tracking. On Facebook, go to settings in the Account Settings settings in the Ads Options option to turn off all settings for that page. You can also clear all your data that you received before Facebook. If it is a browser, users can install Ghostery or Privacy Badger extensions. Through them users can view and disable various ad tracking.

Another way to divulge the privacy of households is the online shopping platform. For example, Taobao's consumption data is collectively precipitated by users, merchants, Ali, and other entities. However, in fact, data ownership does not belong to each participating entity. Users do not have any jurisdiction over their own data. Ali is actually a data resource. The controllers have actually earned substantial value through various big data applications such as Taobao Cube. What's more serious is that users don't just enjoy the value of too many data resources, but they take corresponding risks. Most of the big data resources are human-centered, reflecting the status and changes of interactions with various other objects in the objective world, and are also information records that connect and interact with each other. The data has faithfully recorded the trajectory of every day, what we have seen and heard, the state of health, and even the mood through technologies such as telecommunications operators and Internet companies. The core value of big data technology is to create higher efficiency and bring people a better life experience. However, this better user experience needs to be sacrificed at the expense of users' personal privacy.

Conclusion

The human rights attributes of data assets can be divided into four major components: privacy right, income right, freedom of movement, and right to be forgotten (Latonero M, 2015): Data privacy is the core of the human rights nature of data assets. The precondition for the application of any data asset is that the parties concerned have respect for the subject’s rights to the data. In the absence of user authorization, personal data is prohibited from trading—that is, “no authorization is not a transaction”. The legal discussion on data privacy is very much at present, and there are many wonderful views. I think that the core of data privacy is that the parties have the supremacy of the rights of the data subject, and the data controllers such as operators are only the data recorders. However, any controlling party must be in awe of the principal rights of the parties in order to establish long-term stability of the industry. Of course, what is needed in this area is the top-level legislation of the country. The data income right means that the parties are entitled to enjoy part of the proceeds in the application and realization of the data assets they belong to. The right of data revenue derives from the party’s position on the rights of the data subject, and it is also an important part of the data ecology. Naturally, it can gain part of the benefits in the application and realization of data.

However, unfortunately, at present, most of the data assets used by the parties, ie the users themselves, are rarely able to obtain substantial benefits. For example, telecom operators can design a large amount of tag data through the DMP platform according to the user's online behavior. It was realized, but the user himself did not benefit from seeing some inexplicable advertising. Another example is that after the collection of a large number of vehicle tracking trajectories (although anonymity), these data can be realized in many ways, and ordinary users can only gain indirectly in scenarios such as urban traffic optimization. The right of free migration of data will reflect the parties’ jurisdiction over their main data assets, and it means that users have the right to request data storage parties (such as telecom operators) to transfer data according to their own data. For example, the wearable device operator holds the user's health data, and the user has the right to extract complete data for other purposes such as receiving medical treatment. The free movement of data assets grants the user certain free will and jurisdiction over the data. The data controller should do his best to facilitate the user to use these data for other reasonable purposes.

Of course, the data controller can also request users to do so. Pay a fee. The forgotten right of data assets means that the parties can request deletion when their personal data is no longer needed, and the data controller needs to delete all data concerning its privacy in response to the user's request. Of course, the right to forgotten data was first proposed by the European Union in 1995 under the relevant data protection laws. The European Court of Justice later ruled in 2014 that ordinary citizens in the European Union had the “right to be forgotten” for personal data. The right to forgotten data assets also reflects the subject’s right to their private data, and anyone should have the right to request the data controller to delete the data related to their privacy. The right to be forgotten is a very important part of the human rights attributes of data assets because It is fundamental to prevent the abuse of personal data. Future Internet services are very important for the protection of user privacy. In general, it is necessary to provide users with permission for data collection before users can collect and process data after confirmation. Second, when data is processed within the company, there is no guarantee of data security.

The company should have some rules and regulations for data processing and access restrictions. Third, data must have corresponding protection measures on the storage. If user data needs to be processed by third-party data, it needs to follow the country's regulations. Fourth, users have absolute rights to their own data, such as right to forget, right to correct, companies need to provide support. Fifth, determine the responsibility, data leakage, how to deal with, data processing and data controllers should clarify the responsibility in advance. The definition of the human rights attribute of data assets is the strict protection of the rights and interests of users in the process of implementing exchange, circulation, and value creation of data assets. The relationship between data controllers and users should be based on equality and mutual benefit so as to ensure the application of big data technology. Bringing people a better life experience, the user's rights and interests will not suffer because of the proliferation of big data technology. There are several industry association organizations in the United States that are committed to the full protection of personal information and data protection in data services (1). For example, the U.S. Cloud Security Alliance (CSA) is a non-profit organization that promotes cloud computing security best practices. It has also created a big data working group to address the security of big data.

Service issues. Clearly clarifying the human rights attributes of data assets is to ensure the circulation and application of data assets. It cannot be established in the actual control of data carriers such as telecommunications operators and Internet companies to obtain substantial profits, but users do not receive any substantial benefits, but because data The proliferation has suffered many inconveniences and losses, such as the disclosure of privacy and endless contact with harassment. For the big data industry, the clarity of the human rights attributes of data assets is extremely important, and it is also fundamental to the evolution of big data applications and even to truly become one of the biggest dividends for human development, not just another one. Exploitation of consumer surplus 'advanced technology' means. Of course, at present, even in Europe and the United States, there is still a lack of corresponding legislation on the complete human rights attributes of data assets. However, the human rights nature of data assets reflects the fact that data controllers and individual users have clear and mutual respect for each other's data assets and thus make everything possible.

The application of data assets involving personal data can run within a fair and reasonable framework, leaving the industry free from worries. After all, it is difficult for us to imagine an industry that can continue to thrive if one party’s interests have long been ignored or even bullied. The essence of human rights is a common measure for people and people to live together in harmony, and it is also the cornerstone of human collaboration on a large scale. The human rights attributes of data assets will reflect the common measure of harmonious coexistence between users and data controllers, and clarify the human rights of data assets. Attributes will not only undermine the benefits of big data technology that data controllers such as technology companies can enjoy, but will also bring about greater application value because of the clarity of rights and even become another huge dividend for human development.

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