Technology Giants’ Collection of User Data: Ethics and Privacy in the Digital Age”.

In the digital age, the value of our data by technology companies has become a pressing issue. A recent accusation against Google for collecting data from users during their private browsing has raised concerns and questions about why our online activities are seen as valuable to these companies.

In June 2020, three users filed a complaint alleging that Google conducts an extensive data tracking operation even when privacy measures are in place such as browsing in incognito mode. Four years later, the company agreed to delete data collected while using this mode in Chrome. This incident highlights the fact that user tracking is a common practice among technology companies, and Google leads the way with its ability to collect 39 “data points” per user. Twitter follows with 24 points, Amazon with 23, and Facebook with 14.

According to Javier Morán, dean of the Faculty of Engineering at USIL, browsing data collected by companies like Google typically includes information about web pages visited, searches performed, videos watched on platforms like YouTube, locations frequented if geolocation services are used and other related data about online activity. This data collection may also include details such as your IP address, cookies that monitor your activity, unique device identifiers and sometimes personal information like age or location if it has been previously provided on a page or app.

The collection of browsing data serves a specific purpose for technology companies like Google. By building a detailed profile of users based on this data collected during navigation, they can develop targeted advertising strategies to promote personalized products to individual users. However, Morán emphasizes the importance of treating user data ethically and protecting their privacy and security.

The UCSUR professor raises an important concern: “The collection of browsing data goes against the privacy of the user,” contradicting their expectations of protection and constituting a violation of their privacy.” Thus revealing an existing tension between practices of data collection from companies and the need to protect individuals’ privacy rights in