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社交媒体公司热门数据抓取者列表

由约翰·梅洛小10月27,2020 4:10上午 PT

https://www.technewsworld.com/story/86897.html

网络安全公司ClarioTech本月发布的一项最新研究显示,在对数据的需求方面,社交媒体机构是最贪婪的

对近50个世界最大品牌的分析发现,Facebook收集了70%以上的合法数据,这些数据可以合法地收集有关某人使用其服务的信息。

其他社交媒体品牌也收集了大量有关其用户的数据。Facebook拥有的Instagram收集了近59%的数据,而Tinder则吸了近56%,格林德收集了近53%的数据。

"根据2018年的报告,Facebook是如何充分利用他们的钱——确切地说,大约166亿美元——所以他们了解你的信息越多,他们卖得越多,"Clario内容经理玛丽·阿塔马纽克在公司博客中解释道。

"和往常一样,比如你的名字、位置、电子邮件地址和出生日期,他们也收集了一大堆你可能不知道你丢失的东西,"她补充说。

事实上,在 Clario 认定为可收集的 32 件个人信息中,只有 7 件没有被 Facebook 抓住——身高、体重、母亲的婚前姓、银行账户详细信息、工资、出生国、过敏/不耐受性以及健康和生活方式信息。

"基于人的"营销

总部位于德国柏林的地点营销解决方案制造商Uberall的市场洞察副总裁格雷格 斯特林(Greg Sterling)解释道,从一开始,Facebook就通过提供基于人的营销,与谷歌区分开——这些受众和受众群体的详细档案可以作为目标。

他告诉TechNewsWorld说:"这让他们给隐私倡导者带来了很多麻烦,因为该平台被第三方滥用。

星座研究公司副总裁兼首席分析师LizMiller指出,社交媒体平台收集这么多数据的原因是消费者允许收集大量数据

她告诉TechNewsWorld:"从他们在哪里,他们在做什么,他们喜欢什么,他们不喜欢什么,情绪和情绪的时刻,设备细节 -这是所有消费者留下的网络数据。

社交媒体组织在查找所有这些数据、对其进行综合和分类方面做得非常出色,这种分析方法不仅可以自己使用,还可以作为服务出售给广告商或内部团队以拓展业务。

并非所有社交媒体都贪婪于数据。Clario 分析显示,两个热门平台 TikTok(14.71%)和 WhatsApp(11.76%)排在数据抓取者列表的底部。具有讽刺意味的是,TikTok在美国的存在受到了特朗普政府的威胁,因为该公司收集了有关美国人的数据。

按设计提供隐私

报告还指出,一般来说,零售部门收集的关于其客户的数据比其他部门少。

Atamaniuk写道:"尽管亚马逊是全球最大的在线零售商(2019年广告支出约为110亿美元),但与其他业务相比,亚马逊只收集了一小部分数据,占23.53%。

她指出:"除了你的名字、电子邮件地址、家庭地址和银行详细信息等显而易见的事情外,除了它经营业务所需的内容外,它几乎不收集其他东西。

Miller 补充说:"亚马逊有意准备做的,是识别直接导致业务指针交互类型的质量数据,而与其他收集 PB 字节数量数据的人相比,这些数据有朝一日可能有意义。

亚马逊的数据收集方法似乎与新兴的对待信息的态度一样。

"现代数据隐私的基本原则之一是尽可能少地收集信息,并尽可能少地存储信息,"圣地亚哥身份盗窃资源中心的首席运营官 James E. Lee解释道。

他告诉 TechNewsWorld :这是欧洲隐理方法的基本原则之一,通常被描述为 ' 设计上的隐私 ' 。"由于州隐私法,美国目前正在认真讨论这个问题,但在企业积极实践这一原则之前,我们还有很长的路要走。

如何使用收集的数据

其他对数据得分较低的零售商包括宜家(23.53%)、耐克(26.47%)和德波普(26.47%)。所有网点都存储姓名、电子邮件和家庭地址,以及银行详细信息,使网上购物更加容易。此外,耐克和Depop收集身高和体重数据,帮助他们向顾客推荐更合适的衣服。

与社交媒体平台不同,零售商收集的数据的目的不同,这就是为什么他们可能需要少收集这些数据。"他们用它来创造更好的产品,更好地展示他们的产品,"俄勒冈州本德的恩德尔集团总裁和首席分析师Rob Enderle说。

"他们使用自己收集的数据。他们不卖它,"他告诉科技新闻世界。"他们不出售数据的原因是他们不希望竞争对手购买数据并使用它们。共享数据是它们运作方式的一大厌恶。

Atamaniuk指出,鉴于与企业共享的数据十分丰富,也就不足为奇在看到一些关于消费者的事情暴露出来时,而他们宁愿保密。

"但是,由于 [一般数据保护法规]...公司实际上能够对您的数据进行哪些操作是相当有限的,"她写道。"除了营销给您和使用您的数据来管理他们的网站之外,企业不能做更多的事情。

"例如,你不应该接到从未说过话的企业的推销电话,或者发现您的详细资料正在被出售,"她继续说道。您的数据受公司被迫注册的政策保护,如果他们违反这些政策,他们将面临巨额罚款。

尽管像 GDPR 这样的法律是善意的,但对于许多消费者来说,这些法律可能仍然不足。

"实际上,这些事情不是很有效,"斯特林坚持说。"它们给消费者带来了巨大的负担。

他解释说,许多网站都遵守了《GDPR》和《加州数据隐私法》等法律,但这使得做一些事情如此繁重,如停止个人数据的转售或管理cookies,消费者放弃行使他们的权利,以便他们可以继续他们的生活。

"他们使你工作,"他说。最简单的选择是接受所有内容,因为您希望访问内容。

Social Media Companies Top Data Grabber List

By John P. Mello Jr. Oct 27, 2020 4:10 AM PT

When it comes to an appetite for data, social media outfits are the most voracious, according to a recent study released this month by cybersecurity company Clario Tech.

The analysis of nearly 50 of the world's biggest brands found that Facebook collects more than 70 percent of all the data it can collect legally about someone using its service.

Other social media brands also collected a lot of data about their users. Instagram, which is owned by Facebook, collects almost 59 percent of data available to it, while Tinder sucks up nearly 56 percent and Grindr nearly 53 percent.

"Ads are how Facebook makes the most of their money -- around [US]$16.6 billion to be precise, based on their 2018 reports -- so the more they know about you, the more they can sell on," explained Clario Content Manager Mary Atamaniuk, in a company blog."

"As well as the usual, such as your name, location, email address and date of birth, they also collect a whole load of things you might not be aware you gave away," she added.

In fact, of the 32 items of personal information identified as collectible by Clario, only seven aren't grabbed by Facebook -- height, weight, mother's maiden name, bank account details, salary, country of birth, allergies/intolerances and health and lifestyle information.

'People-based' Marketing

From its start, Facebook has differentiated itself from Google by offering people-based marketing -- highly detailed profiles on people and audience segments that can be targeted, explained Greg Sterling, vice president of market insights at Uberall, a maker of location marketing solutions based in Berlin, Germany.

"That has gotten them in a lot of trouble with privacy advocates because of the way the platform has been abused by third-parties," he told TechNewsWorld.

One reason social media platforms collect so much data is that consumers allow a lot of their data to be collected, observed Liz Miller, vice president and a principal analyst at Constellation Research.

"Everything from where they are, what they are doing, what they like, what they dislike, sentiment and mood at a moment, device details -- it's all data consumers are leaving behind on the network," she told TechNewsWorld.

"Social media organizations have done a great job of finding all that data, synthesizing and categorizing it in a way that, not only can be used by themselves, but can be sold as a service to advertisers or internal teams to expand their business."

Not all social media are greedy for data. The Clario analysis showed two popular platforms, TikTok (14.71 percent) and WhatsApp (11.76 percent), at the bottom of the data grabber's list. Ironically, TikTok's U.S. presence has been threatened by the Trump Administration for the Chinese-based company's collecting data on Americans.

Privacy by Design

The report also noted the retail sector, in general, collected less data about its customers than other sectors.

"Despite being the biggest online retailer in the world, (and spending around $11 billion on advertising in 2019,) Amazon only collects a fraction of data compared to other businesses, 23.53%," Atamaniuk wrote.

"Beyond the obvious things, like your name, email address, home address and bank details, it collects little else other than what it needs to run its business," she noted.

"What Amazon has intentionally set out to do is identify the quality data that directly leads to the kind of interaction that moves their business needle, compared to others who collect peta bytes of quantity data that some day might be meaningful," Miller added.

Amazon's approach to data collection appears to be in line with emerging attitudes toward information.

"One of the basic principles of modern data privacy is to collect as little information as needed and to store it for the least amount of time necessary," explained James E. Lee, chief operating officer at the Identity Theft Resource Center in San Diego.

"This is one of the bedrock principles of the European approach to privacy, often described as 'privacy by design,'" he told TechNewsWorld. "It is just now being seriously discussed in the U.S. as a result of state privacy laws, but we have a long way to go before businesses are actively practicing this principle."

How Collected Data Is Being Used

Other retailers with low marks for hoovering data included IKEA (23.53 percent), Nike (26.47 percent) and Depop (26.47 percent). All the outlets store names, email and home addresses, along with bank details to make online purchases easier. In addition, Nike and Depop gather height and weight data to help them target their customers with more appropriate clothes.

Retailers have a different purpose for the data they collect than social media platforms, which is why they may need to collect less of it. "They use it to create better products and better present their products," observed Rob Enderle, president and principal analyst at the Enderle Group in Bend, Ore.

"They consume the data they collect themselves. They don't sell it," he told TechNewsWorld. "The reason they don't sell it is they don't want a competitor buying the data and using it against them. Sharing data is anathema to how they operate."

Atamaniuk noted that given the wealth of data shared with businesses, it'd be no surprise to see some things revealed about consumers that they'd rather be kept private.

"However, thanks to [General Data Protection Regulation]...what companies can actually do with your data is quite limited," she wrote. "Beyond marketing to you and using your data to manage their website, business can't do a lot more."

"You shouldn't get cold calls from businesses you've never spoken to, for example, or find your details are being sold," she continued. "Your data is protected by the policies companies are forced to sign up for, and if they break these policies they could face big fines."

As well-intentioned as laws like the GDPR are, they may still be falling short for many consumers.

"In practice, these things aren't very effective," Sterling maintained. "They put tremendous burdens on the consumer."

He explained that many websites are complying with the letter of laws like the GDPR and California Data Privacy Act, but making it so onerous to do something like stop the reselling of personal data or manage cookies that consumers give up exercising their rights so they can get on with their lives.

"They make you work," he said. "The easiest option is to accept all because you want to get to the content."

原文链接:https://www.technewsworld.com/story/86897.html

原文作者:John P. Mello Jr.

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