When businesses create vast databases of customer information accessible in the cloud, it only takes a small human error to expose the personal information of millions of Americans. We see the ramifications of this regularly, every time a company becomes a victim of a data breach that makes headlines.
Similarly, digital footprints, which track consumers’ every move online, reveal personal information to businesses, often without the user’s knowledge.
This article explores several key topics related to online information sharing and data protection and discusses the types of information shared online and how businesses utilize personal data; the consequences of information leaks or unauthorized sharing; strategies for users to safeguard themselves; and measures that businesses can implement to protect the data they collect and store.
Google agreed to wipe data on millions of users’ browsing histories as part of a class action settlement that claimed Chrome’s Incognito mode wasn’t nearly as incognito as users were led to believe. Further, its new ad browser claims to reduce the use of third-party cookies, but critics claim the browser takes digital tracing to a whole other level - putting the tracer directly on the user’s device itself instead of the server where it was previously housed. Beyond computers and phones, connected devices exist throughout homes, workplaces and cars, widening the opportunities for data privacy to be exposed. Fortunately, there are steps consumers can take to stop their every move from being tracked online.
A digital footprint defined
A digital footprint refers to the trail of data that users create when using the internet. This includes website visits, searches, content shares on social media, online purchases and much more. All of these activities create a digital record of online activities and interactions.
Initially, cookies were used for benign purposes like remembering user preferences and login information. However, their usage has evolved, especially in the realm of online advertising and tracking.
Tracking digital footprints allows businesses to better understand their customers, improve their products and services and mitigate risks, ultimately leading to more efficient and profitable operations. However, it's important for businesses to balance the benefits of tracking digital footprints with respect for user privacy and data protection regulations.
Often, users share personal data voluntarily as part of their interactions with platforms and services. Common examples of platforms where sharing of personal data occurs are listed in the table below.
A digital footprint isn't stored in one single location; rather, it exists across multiple servers, databases and platforms throughout the internet. This includes website and email servers, cloud storage devices, ISPs, mobile devices and even third-party brokers, companies that specialize in collecting and aggregating data from various sources to create comprehensive profiles of individuals for research and marketing purposes.
Why it’s important to maintain digital privacy
Consumers’ digital footprints are dispersed across multiple platforms and servers, often controlled by different entities. While users have some control over the information they share online, it's essential that they stay mindful of how data is stored and used by these services.
As they can be tracked, recorded and analyzed by various entities, digital footprints can have lasting effects on privacy, security and online reputation. If leaked or shared without consent, a digital footprint can have several potential – and often serious – consequences like identity theft, reputation damage and legal issues.
How businesses can protect the data they collect and store
Businesses can take several proactive steps to secure the private information they store, such as implementing data encryption to ensure that intercepted or unauthorized accessed data remains unintelligible. Access controls are essential to restrict who can view, modify or delete sensitive information, while authentication measures verify user identities accessing the system or sensitive data.
Regular audits and monitoring help detect unauthorized access or suspicious activities, enabling prompt response to potential security breaches. Patch management mitigates vulnerabilities that attackers could exploit and employee training raises awareness about phishing attempts and the importance of password security and handling sensitive information. Data minimization practices involve collecting only necessary personal data and deleting or anonymizing obsolete data. Physical security measures such as access controls, surveillance and biometric authentication secure physical access to servers and data centers. Vendor security assessments ensure third-party vendors meet security standards and compliance. Lastly, an incident response plan facilitates quick and effective responses to security incidents or data breaches, including containment, notification of affected parties, and restoration of normal operations.
By implementing these security measures, businesses can better protect the private information they store and reduce the risk of data breaches or unauthorized access, making themselves less tempting to hackers. It's essential that businesses continually evaluate and update security practices to address evolving threats and compliance requirements.
Steps individuals can take to protect their personal information
Individuals can take proactive steps to safeguard their personal information and maintain privacy both online and on their personal devices as well. This starts with using strong, unique passwords and securely storing them. Enabling Two-Factor Authentication (2FA) whenever possible adds an extra layer of security. Keeping their operating system, software applications and antivirus programs up to date helps to patch vulnerabilities and protect against malware.
Being cautious with personal information and sharing only what's necessary is crucial. Regularly reviewing and adjusting privacy settings on social media accounts, web browsers and other online services allows control over who can access personal information and how it's used. When accessing the internet on public Wi-Fi networks, using a virtual private network (VPN) encrypts internet traffic, shielding against hackers.
Awareness of phishing attempts is also essential and individuals should verify requests for personal information by contacting organizations directly through official channels. Safe browsing habits require avoiding clicking on suspicious links, downloading attachments from unknown sources or visiting untrustworthy websites. Browser extensions or tools can block malicious content and protect against tracking.
To enhance protection in the event a device is lost or stolen requires securing devices with screen locks, PINs or biometric authentication and enabling features for remote tracking and wiping. Regularly backing up data to external drives, cloud services, or secure backup solutions helps prevent data loss due to device failure or ransomware attacks. Staying informed about common cybersecurity threats and best practices ensures individuals can effectively safeguard their personal information online.
It's essential to remain vigilant and proactive in safeguarding digital privacy in an increasingly interconnected world. Individuals can better protect their personal information and maintain privacy both online and on their personal devices by following these actions.
The evolution of cookies and data privacy
While cookies play a crucial role in enabling personalized online experiences, their widespread use for tracking purposes has raised significant privacy concerns and prompted regulatory bodies to take steps to safeguard user privacy. For instance, the General Data Protection Regulation (GDPR) in Europe imposes strict requirements on how cookies are used, requiring websites to obtain explicit consent from users before storing or accessing cookies. Similarly, the California Consumer Privacy Act (CCPA) in the United States provides consumers with rights regarding the collection and use of their personal information.
Concerns about data privacy have led to the development of privacy-preserving technologies that aim to provide personalized experiences without compromising user privacy. Techniques such as federated learning, differential privacy and on-device processing are being explored as alternatives to traditional cookie-based tracking.
Major web browsers have started implementing changes to limit the effectiveness of third-party cookies. For example, Safari and Firefox have implemented stricter cookie policies and Google Chrome announced plans to phase out support for third-party cookies. These changes are intended to enhance user privacy by reducing the ability of advertisers to track users across websites.
Conclusion: a new era of privacy
As the proliferation of data collection evolves, there is a growing emphasis on balancing the benefits of personalization with the need to protect user privacy through regulatory measures, technological innovations and changes in industry practices. Digital footprints offer businesses valuable information to help with target marketing, but they also have the risk of exposing personal information that users would prefer to keep private – or that could lead to problems if leaked into the wrong hands. Businesses don’t want to expose their users’ personal data any more than users want to have their data exposed, making data protection a mutually beneficial investment.
