The big Data age pays more attention to personal privacy

Recently, Google was fined for violating data privacy in France on the grounds that it had not corrected its illegal activities to track and store user information. It goes back to March 2012, when Google launched a new data collection program, modified its privacy policy, and gathered data and integrated it through services such as YouTube and Gmail. Although Google said the move can provide users with more convenient, efficient service, but the French national Freedom of Information Committee (CNIL) believes that Google's handling of user information is opaque, that users are unaware of how the data will be handled, or that Google handles its personal data information, and that users have no choice.

In the end, Google was cnil to punish 150,000 euros, although it is insignificant compared to Google's revenue, but the penalty will trigger a ripple effect around the world on privacy protection. It is reported that Google's new privacy policy in Spain, Britain, Germany, Italy and the Netherlands have been similar accusations.

The above case is the current noisy big data and individual privacy dispute typical representative. In the future, with the wide application of large data, personal privacy protection will face more severe challenges.

Sherlock Holmes can find out the clues of the case from the tiny details and sketch out the suspect's image. Similarly, large data can be an image of a person through an analysis of massive data.

The privacy of the Internet is a long-standing problem

Their secret is not to let others know, is their own rights, this right is called privacy. In the internet age, the personal privacy problem mainly refers to the infringement of individual privacy rights. For example, personal photos, the parties to share the initiative on the Internet and the parties are reluctant to be put on the Internet to share is a very different situation, the latter is clearly a violation of personal privacy. People's personal identity information, as well as people on the Internet, all kinds of behavior, without any hint of the site is stored, used, and even leaked, this is the current Internet in the privacy of the main issues involved.

Personal privacy is a long-standing problem on the Internet, because personal information is highly useful. Last year's CCTV "3 15" made it known that cookies were an "old" tool for collecting personal Internet behavior, in the process of people's contact with the Internet, the Netizen's sex, age, occupation, interest and so on will become the valuable data, the Internet advertisement can realize the accurate push with this data. After the rise of social networks, the social connections between netizens are equally valuable: when one of your friends is about to have a birthday, the ads for birthday presents fill up all the screens ahead of time. Similarly, after the rise of lbs, the location of Internet users can also be used, people arrive at any location, the attachment of the merchant's information can be instantly presented. Even without lbs, mobile communication base stations can also achieve positioning 

Big Data makes internet privacy more prominent

Since the personal privacy problem is the Internet Web2.0 born with "taiduqing", then why do you have to argue with the big data application? We know that big data analysis is the Trump of large data applications, and Gartner describes "big data" as having a stronger decision-making power, insight and discovery. Large data can analyze and discover the value of massive information, which makes it the "Sherlock Holmes" in Internet applications. In large data applications, all of the types of personal information mentioned above can be associated with each other, making this "person" more representational. Therefore, the big Data application under the Internet privacy issues appear more prominent.

However, the relationship between big data and personal privacy is not at all tense. Before discussing this issue, you can look at a few cases:

Dinner at the airport.

Morton began his social show when a customer jokingly ordered a meal from a steak shop in Chicago to Morton a steak restaurant and asked to be sent to Newark airport in New York (where he would arrive after a day of work). First of all, the analysis of Twitter data, found that the customer is our regular customers, is also a popular Twitter. According to the customer's previous orders, speculated on the flight, and sent a waiter in a tuxedo to provide dinner for the client.

To ascertain the temper of gamblers

The real gamblers are all hidden, but on the internet there is no God. TIPP24 AG's betting and forecasting platform for the European gaming industry, using kxen software to analyze billions of of transactions and the characteristics of customers, and then through the predictive model for specific users of dynamic marketing activities. The move reduced the 90% forecast model build time.

Custom proposal

This does not count as a case. In Baidu has a "fancy lab", in a sufficient scale of user data and technology accumulation, input a simple "how to propose to his girlfriend", through the "recommendation of the cross-domain" engine technology, you can find a tailored solution for you. Even the props, the route, the weather, and even how to get her little dog to favor the method are considered readily available.

Big Data stocks

Classic large data applications. On Wall Street, speculators use computer programs to analyze messages from 340 million Weibo accounts around the world to judge the mood, scoring 1 to 50. At the same time, according to the results of the scoring, to deal with the hands of millions of dollars of stock. The principle of judgment is simple: if most people are excited, buy them; if everyone's anxiety rises, sell. The data analysis helped the scrambled hand get a 7% yield in the first quarter of this year.

In the four case, the first three are tailored to individual services, in the process of using large data, it is necessary to involve a large number of personal privacy information, which are user-authorized, which is unauthorized, these analysis systems may not be able to be clearly divided, resulting in a series of violations of privacy; for the fourth kind of behavior , the author thinks that it has actually achieved "desensitization" and does not involve the privacy issue.

Compared to cookie, social, lbs's single function, large data is integrated into more privacy information, and of course, it also brings more customized services. While a good user experience requires highly customized services, it is difficult to balance the relationship between privacy and custom services. Kelly, founder of Wired magazine, once said: "If personalized service is needed, it must be exchanged for transparency." Maximizing personalization means maximizing transparency. If you do not want to disclose any information, then you can not expect others to consider themselves as individuals with personality. ”

The analysis of group information has actually achieved "desensitization"

Good or bad: see AK47 in whose hands

Every netizen, every consumer can not avoid personal privacy by the Internet record and use. Although dnt (do not Track, "no Trace") technology can prevent the recording of browsing behavior, but through the positioning of mobile terminals, combined with the gateway Network behavior analysis can still "identify" everyone. The characteristics of large data has been said, can be related to all the data analysis, in this sense, the big data in front of everyone "no hiding".

Big data is just a tool, good and bad depends on how people use it. Like the AK47 of the Kalashnikov, it is the tool of the People's army, which is the weapon of the innocent. So what we can do is to strive for transparency in the use of personal information and to protect personal privacy from unscrupulous businesses and unscrupulous organizations. However, industry insiders frankly, the big data age, through the technical protection of personal privacy is not abused or not be disclosed is difficult to do. True and feasible, but also the only way to improve the legal system.

However, the status quo is not optimistic, because the law is far behind the development of technology. qiping, editor of internet Weekly, has said as far as the domestic situation is concerned, in addition to the regulatory difficulties brought about by the technology, the legislative lag also makes the regulation in an impossible state, "although there are relevant laws, but are very sketchy, internet companies know that even if it violates the privacy of users, the law can not do it." "In addition, large data, the Internet is a global operation, the definition of privacy is not the same, so sound legal system, the establishment of rules will be a long way."

Happily, countries are taking positive steps to enact laws and regulations that protect privacy in the big data age. The Obama administration unveiled the privacy bill of Rights in 2012, calling on companies to give more control to their users when using private information; The European Union has also introduced a bill on "forgotten powers" in which consumers have the right to require companies to purge their personal data. And the penalty from Google can be seen, some countries have begun to act.