Living in the era of post data privacy?

Data Privacy is paramount; breaches, hacks and identity theft are just some of the risks we are all exposed to. The internet put the world at our fingertips.

Want to know something? Google it. Want to buy something? Order it online. But with this freedom has come risk. To sign up for brand accounts or make a purchase we have to share our data. Social Media accounts gather user data from the minute they create an account. Our friends, posts, preferences, likes, reshares and subgroups all tell the platform a story about who you are. Connections and personal preferences are valuable data that can be sold or used internally to better target advertising.

Google and Facebook are the leading companies investing in Artificial Intelligence, which will allow them to delve even further into who we are. They are building research facilities in Paris making it the European hub for AI. Futuristic shows such as Westworld paint a terrifying picture of a world where technology can imitate us flawlessly, and companies can use algorithms to predict our every move before we make them, meanwhile many of us joined Facebook without an understanding of what we have given away.

Google and Facebook are the leading companies investing in Artificial Intelligence, which will allow them to delve even further into who we are. They are building research facilities in Paris making it the European hub for AI. Futuristic shows such as Westworld paint a terrifying picture of a world where technology can imitate us flawlessly, and companies can use algorithms to predict our every move before we make them, meanwhile many of us joined Facebook without an understanding of what we have given away.

Given the critical nature of our data, should we all go off the grid? Does data privacy mean having no connection to the outside world?

No, absolutely not. We should be able to continue to take advantage of our greater access without fear of data theft or misuse.

This is why at EVERY we are not just planning to focus on just security or privacy; but rather on data ownership. Data ownership is a principle of stewardship that lies at the core of data security and privacy.

It is our data, and we should be able to do as we wish with it.

Data ownership means that companies will explicitly gain customer permission to use customer data. For example, if you follow a brand on Facebook, the platform knows that you like that and other similar brands. This data is then given to companies that use Facebook’s advertising platform to serve and improve their ads. They combine this data with your Facebook friends’ data to determine if your friends might like the brand as well. The data they gather is so specific that users can feel like Facebook is listening through the microphones on their devices (not true). Reply All did a special describing how Facebook’s data gathering works: it’s an advertising process that feels invasive.

This is why EVERY is building an ecosystem focused on data ownership. Consumers should not be expected to sign over all of their data rights to use a platform; rather they should be explicitly asked for the use of their data in a blockchain-powered exchange that allows shoppers to monetize that data by gaining loyalty points and custom discounts directly with brands.

EVERY shoppers will choose to share their data.

Blockchain + User Privacy Use Cases

By John Wantz, April 6th, 2018

The polls and surveys are in: people do not trust large internet companies. In a recent report by Politico and Morning Consult, only 39% of Americans said they trusted Google, while 31% trust Facebook, and a mere 21% trust Twitter.

This is particularly startling when you consider that the platforms these companies operate are staples of daily life used every day by billions of people: Google search, Gmail, Android, Facebook, Instagram, WhatsApp, Twitter, Periscope, and more.

So how do we combat this trend? How can new companies build trust and protect their users’ privacy? Here are 3 ways we believe that blockchain technology will transform the user privacy issue.

1: Return Power to Users

Today, the bulk of the power resides with large centralized internet platforms: The Facebooks, Googles, and Amazons of the world. These companies often have complicated legal terms many users are uneasy with when using these services, even if they use them regularly (and have no alternative but to abide by terms they disagree with in order to use them).

Blockchain technology that underpins cryptocurrencies like Bitcoin and Ethereum, can return this power back to the users. Blockchain technology allows decentralized applications, called dapps, to be built. Compared to a conventional, centralized application, a dapp inverts the power dynamic.

A decentralized system allows more direct relationships to be built between developers and users. For instance, users could be given the ability to vote and contribute to future product decisions. And certain rules, like the ability to not be censored, can be fully enforced through smart contracts.

We anticipate a number of different platforms to pop-up, some that will be more open than others. But the blockchain is the single enabling factor that is moving us towards a more decentralized world.

2: Selective Sharing

In addition, sharing today is rather black or white. Things are either private or public. They are either ephemeral or permanent. But with blockchain technology, we open up the world of selective sharing.

For instance, Blockchain Health is working on a system where consumers are intimately involved in the process of sharing their healthcare data with different researchers. Their system requires the user to explicitly accept that a new research institution can use their data. This system can also be adopted by care providers, financial institutions, insurance, and more.

We can also imagine new sharing options, such as case-by-case sharing, automatic sharing (rule-based), or time-based. If you are looking to get a second opinion, you could provide a certain doctor’s office with your information for two weeks.

Instead of creating multiple paper or digital copies of your sensitive information and sharing it openly, you can invite people to view the relevant data on your blockchain based on need or time.

3: Monetization for Sharing

The third option is to directly reward people for sharing their information.

Steemit, for example, is a social media platform that rewards its users who make good posts or helpful comments with Steem Media Tokens (SMT). The company has paid out millions of dollars to users to date and hopes that its incentivization structure will promote positive content.

Conclusion

Today, people are losing confidence in some of the world’s largest companies and becoming increasingly aware of their personal data footprint and the privacy concerns that surround it. As people look for new solutions, blockchain-enabled software platforms may be the way forward.

We look forward to closely monitoring this space as it continues to evolve and mature.

Originally published at every.shop.


Originally published at shoppers.shop on April 6, 2018.