Data Sharing Issues
Jordan Allen
April 3, 2021
In the age of increased screen time, data privacy is an important and very serious topic. Throughout human history, attention has been a major revenue stream. From the days of coliseums filled with gladiators to the modern-day Grammy awards; grabbing the attention and eyeballs of the masses brings in revenue. This is what makes data privacy such an important and serious issue, and it’s not just about content. Product developing institutions want audiences just like those in the content creation industries. Apple makes more money, the higher our screen time on their devices. Facebook benefits whenever you use their platforms. Business, entertainment, media, and more are all jockeying to gain the attention and interest of potential consumers, and this makes ad targeting models and data sharing dangerous. Demographics, Psychographics, and all other forms of personal data, give insight into the thoughts and behaviors of real people. That’s a very precious and sacred thing, not a number.
The argument behind the ethical use of Facebook’s targeting and Ad management model is nuanced. I believe the model is extremely empowering to small businesses. The days of big corporations dominating influence through broadcasting are behind us. Targeting gives small businesses and micro influencers a tool to reach niche audiences. While these ads can be great for getting the right message or product to the right consumer, and therefore adding value to that person’s life. This isn’t always the case. These ads can be creepy and even offensive. Facebook has had trouble with discriminatory ads in the past.
“In 2016 ProPublica bought a Facebook ad for real estate that blocked users with an ‘affinity’ for African Americans, Asian Americans or Hispanics.” (Foundry24)
Actions like these are illegal according to the Federal Fair Housing Act and morally just wrong. Excluding certain demographics based on race is a deep-rooted issue in our country, and shows just one of the issues with the ethical use of targeted ads. Data is powerful when used for either good or bad purposes.
This leads me to Apple who has taken a strong stance on the ethical use of data. Apple CEO Tim Cook recently said in a February press release that the risk of poor data privacy protection is the consumer becoming the product and no longer the consumer. He also made strong claims to support regulations and punishments for unethical personal data use; while also promoting the Safari’s built-in functionality for blocking data trackers. The Apple CEO also said, “Tech doesn’t need vast amounts of personal data.” This strong stance of personal data protection leads me to hold Apple to a high standard. This makes Facebooks critique of Apple’s data privacy changes in their IOS update notable at the very least. I do believe claims are driven more by competitive fairness between industry giants then genuine interest and concern for consumers, but Apple has a strong stance on the issue and extreme amount of power in regards to our data. They need to be placed under a microscope.
With that being said, data sharing between businesses can be ethical in a limited and extremely regulated process. Data is beneficial to both producers and consumers when utilized correctly. The most value producing and innovative products are born from data driven models of business. How do you feel about your personal data being used for marketing?
Undefinedcomplex 