Should the Attorney General be Worried About Data Privacy?

 

Attorney General Maura Healey is focusing on consumer privacy in a major way. The AG is concerned about consumers putting their personal information online, and she wants to be certain they are protected.

Healey Fights for Data Transparency

Speaking at a recent data privacy forum hosted at MIT, Healey said consumers must be protected: “We just need to make sure that big data isn’t being used to give certain consumers an unfair deal based on who they are, where they are or what they do online,” Healey said.

It’s an interesting wrinkle in the unparalleled marketing potential offered by Big Data. The idea that companies could use data to discriminate against certain individuals based on any number of factors.

While most marketers – and consumers for that matter – prefer to have targeted ads for products they would actually be most interested in, some seem to think this could be seen as a form of discrimination.

But, honestly, would you rather sort through a store full of stuff you don’t really want (what we have now) or would you like to be able to search for things based on what you actually want or are looking for?

Custom Ads: Uncanny or Just Creepy?

Big Data allows companies to target their marketing based on individual interests or habits. Like kayaking? You will probably see kayak-related ads. Don’t like yarn? Don’t expect to see it. The reverse of both of these scenarios is also true. Enjoy knitting? Expect to see craft store ads in your social media feeds.

Government officials claim they see consumers “freaked out” about how their data is being used. Ironic, since these same consumers gladly list their personal information, likes and dislikes on social media and countless retail sites. They know these platforms use this data to connect with folks who have similar interests – in fact, they join groups or web forums specifically for this purpose. Seems a lot like the opposite of freaking out.

Benefits Outweigh Costs

Are there legitimate privacy concerns relative to the digital age? Certainly. And that’s one of the major issues Big Data works to protect on a daily basis. Consumers have every opportunity to protect their personal information by regulating what they share online in the same way they may or may not sign up for mailing lists or “customer club cards” at brick and mortar retailers.

Do online retailers and social networks share information? Absolutely. And this information is zealously protected. Do consumers have a right to privacy? Absolutely. But do they also benefit from the marketing tailored to their interests? So far, the resounding response to this question is an enthusiastic: YES!

Roman Temkin is a real estate developer who hails from NYC.