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  • imagine that your home was broken into.

  • Do you sit idly by and simply hope it doesn't happen again, Of course, that you take action.

  • You change the locks, you get an alarm.

  • You up your insurance, you buy a dog, you do something.

  • We all know the risks of online shopping.

  • Yet every day, sometimes multiple times a day, we give away all of our private information.

  • We give away our address, our email address, our credit card information pins.

  • Odds are we probably share information across Web sites as well.

  • The risks are well documented, and we all know we're vulnerable.

  • So why do we do it?

  • Simplicity.

  • It's just too easy.

  • The rewards outweigh the risk fast and free, delivered.

  • When I want it, where I want it, risks be damned.

  • I have to have a skim shop, and if I don't get it now, they might just sell out.

  • The reality is people react to ads like this every day, trading their privacy for convenience because that's the way it's always been.

  • Well, it doesn't have to be.

  • Is it possible to remain anonymous while shopping online?

  • Sure, who wants to buy their laptop?

  • Get a burner phone, set up a new email address.

  • Buy things with gift cards that you paid for in cash.

  • This might work for paranoid, independently wealthy people with time to kill.

  • But it's certainly not a mainstream solution.

  • For people like you and me as the director of concepts for a major logistics provider.

  • Have an amazing job.

  • I get to see the cutting edge cos air constantly pitching us ways in which they could help us better target customers ways in which they could help us use our information to sell more.

  • They asked if they could use our information so that they could sell more.

  • Some even pitches ways in which they could help us with privacy compliance.

  • But no one's ever come to pitch ways in which they could help us help consumers be safer online.

  • They never help protect their right to privacy.

  • This gap got me thinking it's time we take our privacy back, but it's gonna require a fundamental shift in the way we do things.

  • We must migrate from any commerce world to an anonymous commerce world or a commerce for short.

  • And here's how it could work.

  • Instead of giving away all of your private information to every single website you interact with.

  • You give your information toe one single trusted third party.

  • That third party secures your information and get you a painter, Akiko, that allows you to conduct business.

  • See something you like.

  • Enter your pin, complete your transaction, and it's that simple.

  • The difference here is you have sort of an avatar that sits between you in the retailer.

  • You're able to search and shop as you like, but the retail on the other side sees your avatar instead of you.

  • This is what allows you to remain anonymous.

  • That third party has one roll protect you and me, their client from mildly annoying targeted advertising to identity theft.

  • So I'm sure you're asking yourself now what happens when that third party gets hacked?

  • They probably will.

  • The difference here is instead of getting thousands of transactions that are linked to personal data, they get access to one record a time because you're protected by that unique avatar that actually makes the return on hack far less interesting.

  • If the hack isn't worth the time and money, they'll happen less and less, making all us all just a little more secure online.

  • Interestingly enough, there are companies out there today that could offer this level of service.

  • As a matter of fact, your bank, your credit card company and Amazon does everything they can to protect you.

  • They token eyes transactions.

  • They encrypt information.

  • They store data off site.

  • Yet somehow we're all still vulnerable.

  • How can this be?

  • Well, promises are really hard to keep when you're trying to ride two horses, take your credit card company as an example.

  • They do things to protect your privacy.

  • But at the same time, they have a data monetization strategy built right into their business model.

  • Why is that?

  • Well, because the Internet and the commerce have built on the value of private information.

  • This is what creates a dilemma and, ultimately, the vulnerability.

  • In a commerce world.

  • Privacy is the business model.

  • That third party gets paid to protect your information, and that's it.

  • We have an opportunity hit the reset button on how we do business online.

  • We can effectively disowned the unintended consequences of being pioneers and visual age.

  • So I ask, Do you want it?

  • Would you pay for it?

  • Thank you.

imagine that your home was broken into.

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私たちのデータがオンラインで保護されるとしたら?| デレク・バンタ|TED Institute (What if our data could be protected online? | Derek Banta | TED Institute)

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    林宜悉 に公開 2021 年 01 月 14 日
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