The treasure of the digital age: why our online activities are valuable to Google?

The recent accusation against Google for collecting data from users during their private browsing highlights a crucial issue in the digital age: the valuation of our data by technology companies. This incident has raised concern and questions about why our online activities are a treasure for these companies.

As reported by The Verge, in June 2020, three users filed a complaint alleging that Google executes “an extensive data tracking operation,” which persists even when privacy measures are employed such as browsing in incognito mode. Four years later, the company agreed to delete data collected while using this mode in Chrome.

In this context, it is not surprising that Google leads the way in tracking user data online. Research by StockApps confirms this position, revealing that the Mountain View-based company, tops the list by collecting 39 “data points” per user. They are followed in the ranking by Twitter with 24 points, Amazon with 23 and Facebook with 14.

“Not only Google, but all (technological) companies, at some point they will collect information, They always do it with a strategy behind“, says Luis Acosta, professor at the Faculty of Business and Systems Engineering of the Scientific University of the South.

Not only web search engines collect our online activity, social networks do too. (Photo: Reuters)

What data does this collection comprise?

“Browsing data collected by companies such as Google generally includes information about the web pages you visit, the searches you perform, the videos you watch on platforms like YouTube, the locations you frequent if you use geolocation services, among other data related to your online activity”says Javier Morán, dean of the Faculty of Engineering at USIL. He also adds that this data collection may include details like your IP address, cookies that monitor your activity, unique numbers of your electronic devicesand sometimes, information about you like you age or where you are fromespecially if you have already provided that data on a page or app.

Acosta reveals that with this information, not only Google, but also social networks and other companies, can discover what we like, what our interests and preferences are. This is because they can see what we look at on the Internet and what we buy online, since being connected, all this activity is visible to them.

For his part, Morán also agrees that “This data can be used to infer patterns of behavior, interests and preferences, which can be quite revealing about the identity and activities of a user”.

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What does Google gain by tracking our online activity?

The UCSUR professor explains that user tracking has an underlying strategy. According to the specialist, a detailed profile of the user can be built based on the data collected during navigation. And based on this profile, it is possible develop specific tactics to target personalized products and advertisements.

“When we search for certain information, after a few hours ads begin to appear related to that information that we were searching for at some point,” reveals Acosta. Therefore, there is “an interest behind and a strategy developed through the algorithms that these companies apply to offer us advertisements which, in fact, may be favorable in case we end up making a purchase or acquisition”.

Along these same lines, Moran reinforces that “The collection of browsing data is essential for technology companies like Google because it allows them offer better services and productspersonalize the user experience, generate income and maintain your competitiveness in the market”.

That is, the more companies track us and the more data they obtain from us, the better they will be able to profile our interests and needs. This allows them, for example, to show us more relevant ads, which can incentivize actions such as purchases, translating into profits for the company.

According to Statista, in 2022, Google’s advertising revenue will exceed US$200 billion for the second year in a row, surpassing the previous year’s figures.

Big technology companies collect and analyze our browsing data to better understand our interests and online behaviors. (Photo: Archive)

The duty of companies with user data

The dean of USIL emphasizes the importance of companies treating the data of its users in an ethical manner, protecting their privacy and security. However, from another perspective, the UCSUR professor points out a concern: “the data collected incognito goes against privacy of the user, contradicting their expectations of protection and constituting a violation of their privacy.”.

Thus revealing a existing tension between practices of data collection from companies and need to protect the privacy of individuals.

“Users, knowing this, also take actions and this can harm them (the companies), since they could opt for alternatives that offer greater privacy“adds Acosta. Additionally, in the case of Google, lawsuits are emerging that warn about its unclear practices regarding data tracking.

“It’s true that we don’t always review privacy policies, which are probably hidden among endless paragraphs. But, If we are assured that something is private, it really should be.”says the teacher.

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What actions can users take to protect their privacy?

“When taking proactive measures To protect their privacy, users can reduce the risk of your data being collected and used in unwanted ways by technology companies”answers Javier Morán.

In this sense, according to experts Acosta and Morán, these are some measures you can adopt to protect your browsing data:

Source: Elcomercio