Big Data May Not Know Your Name. But It Knows Everything Else

There is, of course, some difference between data with your name attached and that without it. However, the difference is small, and it’s continually shrinking as data sets get larger and larger. Think of a fun fact about yourself: If you were sharing that spaghetti carbonara is your favorite food to an auditorium of 1,000 people, it’s quite possible somebody else in that room could say the same. The same goes for your favorite color, travel destination, or candidate in the next election.

This also applies to companies with huge data sets. For instance, some large data brokers like Acxiom advertise literally thousands or tens of thousands of individual data points on a given person. At that breadth , the collective profile on each individual looks unique. At that depth , many single data points within each person’s profile can also be unique. It’s all too easy for those organizations—and anyone who buys, licenses, or steals the data—to link all that back to specific people.

Reidentification has become horrifyingly easy. In 2006, when AOL published a collection of 650,000 users’ 20 million web searches, with names replaced by random numbers,

except how will they if they dont know who to look for

except how will they if they dont know who to look for

Someone said work? I'm here to apply.

FCC We, the people, need far reaching data privacy. Protect us from over reaching businesses, special interest groups, and foreign groups.

But TIKTOK is recording our data!!!

lmao what a waste of money for them

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