I’ve been thinking a lot recently about digital fingerprinting and profiling, how bad it’s getting, all of us becoming easily tracked, digitally.
You could be emailing a friend about going camping and the next minute your phone apps are serving you adverts about camping equipment and camp sites in your area. Or maybe you are considering a holiday to Greece and you look at a few travel sites. Then every web site you seem to visit afterwards is serving you Greece-related getaway adverts.
It’s getting out of control. Not quite Minority Report, but not far off. Web sites are able to capture data about your device via user agent strings, cookies, through third-party arrangements, and other methods, and they can knit-together your surfing history to build a picture of your habits and interests to better target you with product and service advertisements.
We are being tracked, fingerprinted, and profiled digitally without our explicit consent. And it’s getting worse. Smart TVs and devices listen and buffer your conversations waiting for you to provide instructions. Are they recording what we say? How come when I spoke about maybe going to buy a new car with my wife in the comfort of our own home, that when I checked my web mail on my mobile later I was served car adverts? Or how come when I bought some beer, chicken, and BBQ sauce at the local supermarket where I used my loyalty card with cash, the adverts on my phone and PC are now trying to sell me BBQs? A coincidence? Or am I being digitally tracked across multiple devices and accounts?
Am I being paranoid or are we being digitally tracked, fingerprinted and profiled?