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  • Hi, everybody.

  • I'm Manolo and I work in digital marketing, and today I want to take you on a little journey.

  • That explains why we need to establish data privacy as human rights.

  • It's gonna probably already tell by the fact that I'm speaking English in a rather charming German accent.

  • I'm not from here.

  • In fact, I came to Tehran around 11 years ago, picked an event on the trip, took out some.

  • I didn't have a smartphone, and he didn't speak the language.

  • So getting around voice rather in a lock in preparation off the trip I have into a bookstore, I bought a lonely planet guidebook, looked up, seen exports.

  • I wanted to go to restaurants, every nice hotels on I carried a printed map to not get lost on the way.

  • Hailing rights to a destination of under two Gold meant flagging down a taxi on the street and explain with my hands and feet with a taxi driver where I wanted to go.

  • Great experiences and lengthy hands and feet conversations we had, but I only made it to my destination every once in a while.

  • The rest of the time I would end up somewhere in the middle of nowhere on Cheating Island.

  • It's amazing how different life was in the absence off off the technology and the platforms and service is that are provided by today's Internet giants.

  • They're powered by Vic Data, and if you have become so used to that, we now use them every day.

  • This year I was again in a similar situation.

  • I wanted to travel to a country for the first time again.

  • This time I was planning to go to San Sebastian in Spain in preparation off the trip.

  • I did, but probably all of you would do.

  • I went on Google and Googled, but it's cool to see in San Sebastiano what I like nice areas to go out and eat all these other things.

  • Once I was decided on my actual travel dates, I went to the usual sides like Sky Scanner and booking dot com to look to book my flights and hotels.

  • Once I was on the ground, I was able to get around very easily with the GPS location off my smart phone and Google maps means that once I needed for Halo right, I would use can be five.

  • We just their local version of uber to get around the hassle of having to describe my destination in language that I don't speak and increasing likelihood off actually arriving at my destination.

  • Now who can guess what happened next?

  • Take any guesses, shot anything at's that's right.

  • Targeted.

  • That's pretty much everywhere.

  • I went on display at Bennett's on pretty much any website that would goto advertising discounted hotels at a beach in San Sebastian.

  • Airlines people Let's on YouTube trying to convince me to book a book.

  • A flight right Now.

  • The funky Instagram and Facebook ads for a Kickstarter project off a really awesome travel pillow that would have definitely completed the travel experience As a digital marketer, I'm fascinated with the number kicks off this customized and poorly personalized consumer journey that we now have every day and the economics that are behind it.

  • So let's spend a minute off looking what happened here behind the scenes by Google searching keywords such as Hotel, they deceive you in San Sebastian, the Google its platform would have attached my profile two categories, such as intense to travel, maybe even exercise as intense to travel to Spain within three months.

  • Beach bone travelers, flights in economy class and many others.

  • Indigent advertising language We qualities signals these are signals off my interest behavior or even just intent to do something in the future.

  • These signals are collected through a magnitude of channels such as the Google searches.

  • We do the Web sites you visit Facebook posts be like locations.

  • We have been, too.

  • The big at platform providers like Google and Facebook then sell the opportunity to target groups off people that are classified by the signals with personalized ads in the hope to increase the likelihood of saying the service's or products.

  • Now, let's say in this example, booking dot com might have paid Google a CPM off around 3 to $12 Tow target me and 1919 and others that are grouped in the same group based on the same signals with those banner ads for a discounted hotel at the beach in San Sebastian.

  • Bye levels on the ground Heavy five, which refused my trip.

  • Data such as the time that I was hailing a right the constantly around the destination 11 to 2 further optimized a peer to peer ride sharing service as fella say you're pricing model.

  • It is in fact, disability toe collect process.

  • In a sense, we sell millions of data points that are provided like by individuals like us that have enabled the $1,000,000,000 valuations off.

  • Two days in their giants been Facebook in public.

  • In 2012 it had tangible assets of less than $7 billion.

  • Yet at its peak, its valuation was set at more than 104 billion US arguably part off.

  • That volume came from the huge amounts of data currency that Facebook had amassed in exchange for providing a platform that it's useless, enjoy to use.

  • But just US lead to a profound realization.

  • The data points at me constantly provide through our usage.

  • Often AB platform or a service or even just a website have tremendous value to those who know how to utilize it.

  • It is, in fact, what enables the existence of a multitude of companies that either monetized with sail off targeted acts or food provisions off a service which only becomes possible compared with the data off its users.

  • All these businesses couldn't operate without our willingness to constantly provide him with a steady stream off data points.

  • So if this data points are so valuable, how come here giving them up so easily without even thinking twice?

  • I believe he should look at this data transactions the same day as we do with economic transactions.

  • Generally speaking and economic transaction happens when two parties negotiate about the prize off to be transacted good or service, and if they agree on it, the transaction happens.

  • So I say we should apply the same thing when it comes to our usage of absent service's, you should ask ourselves, is the date of your giving up in this exchange Reliever have to return?

  • We're getting.

  • So it's look at three examples for returns that you might receive for giving in return.

  • Follow data, I would say in the case off booking a trip to San Sebastian on the foremost return, I got boss convenience, the convenience of not having to carry a printed map, the convenience off being able to book a ride without having to converse in a language that I don't speak.

  • Maybe even a simple as the convenience off being able to compare flight prices across multiple airlines and won't go on one website.

  • Another form of return that he might receive is the ability to use a certain app or service for free free meaning without paying a set feet for.

  • Many of us might agree that Google Maps is a useful navigation tool and just don't really mind providing our movement patterns along with our GPS location to maps for maps to enable its real time traffic information service is in exchange for being able to use that for free.

  • Sometimes to return might be a simple as getting something fun to share.

  • This is perhaps what's barked at popularity or face it in case you're not familiar.

  • Face up Face up, as the name implies, isn't after.

  • Takes a picture off your face.

  • Apply some Aye aye magic to it and facial recognition voodoo To render a picture off how you might have looked like as a baby or how you will look like as a crane power print.

  • The results are often selling the accurate and definitely Fanta share with friends.

  • Pace up has been around since, Ah, long time, actually, and I will not take this opportunity to look at their lives transaction that is happening here through the lens off, as we normally do with economic transactions.

  • Face up has been around since 2017 and people have been using the AB ve ve Often you should ask ourselves and what they will face that users actually get up in this exchange for all that.

  • Aye, aye, magic to work, you have to submit a relatively clear picture off your face, which also happens to contain your biometric data.

  • Only in 2019 it was discovered or widely reported, that face EPPS, developer Voice based in Russia, which then in return led to media coverage and speculation that the Russian government might get access to the apse user data and use it for devious purposes such as secret building an app off biometric profiles, all based on the unsuspecting on the selfies off unsuspecting users.

  • For some, there are reasons to question motives off cos abso platforms that come from a certain country like Russia in this example.

  • But lady, the question who has access to our data, who might be using it in the future and for what purpose is far more complex and just looking at the platforms country of origin?

  • This perhaps a good example to illustrate this is, ah, alleged use off targeted ETS and Facebook's highest visited platform to influence democratic elections.

  • There's a really good Netflix documentary about that called the Great Heck.

  • If you haven't seen it, I highly recommend it, which portrays the use off targeted ETS and misuse off personal information to influence both the 2016 years presidential election as well as the Brexit leave campaign seemingly harmless and fun to share activities like personality tests on Facebook.

  • We're used to categorize people based on their political orientation, retargeting cadets and swing them towards specific political agenda.

  • Probably none of us would have thought that far.

  • Then we filled in the personality tests and probably find tissues off data rather unethical.

  • The aftermath off the Cambridge Analytica scandal at least let to provide a realization off the potential dangers off target ETS and Mrs Off data.

  • Mark Zuckerberg, Facebook's founder and CEO, had to go in front of Congress testify.

  • He promised improvements a zoo result access to the Facebook at platform for people that political messages is now more restrictive.

  • A similar hearings with Apple and Google event is exactly the same way mostly lip service.

  • And like some slight improvements afterwards, the congressional hearings rather play Tinsley show two things on politicians are not yet capable of truly understanding pressing big data issues and thus unable to provide effective regulation.

  • And two, most of the corrections that have been done in directive fashion today are done by Google and Facebook and the other platforms more or less voluntarily as a form of self regulation.

  • But it would be absurd to believe that self regulation is a viable way forward.

  • After all, these are publicly traded companies.

  • As such, the only purpose off the existence is to create value to their shareholders.

  • Take a profit.

  • So we should not put them in a no vin situation.

  • Very, I have to explain, violate ethical use.

  • Off data is more important than generating profits.

  • So if Celtic relation doesn't work, you might then say governments would regulate more.

  • And indeed, governments are regulating quite a bit.

  • That's that's what I do.

  • That's the purpose.

  • Um, isn't it a lot off nation based regulations on this?

  • Notable examples includes the European Union's GDP are the General Data Protection regulation the very recent C C p A the consumer, the California Consumer Protection next and Taiwan's people personal information protection.

  • All this legislation's aim at regulating data collection in very different race end would be a different coverage.

  • The sheer amount of acronyms and different policies you already shows.

  • This doesn't really make sense in a globally interconnected world.

  • I might be a citizen that has a relatively high standard off data protection simply by men by my nationality.

  • But I might travel to a country that has a Lois in it off protection or even a simple, as use an app or service that is provided by a company which is based out of a country that has a lower protection.

  • This exposes me to varying levels of protection and potentially conflicting policies.

  • So if both isn't the way forward self regulation government regulation but could be a good way forward, I believe it's time for us as a society to realize the impact big data has on our daily lives and human beings and also realize the role we play in a massive big data through our daily actions.

  • Once we have realized it is up to us to actually set up universal ethical standards, that govern collection and use of our data.

  • You also need to ensure that this apply to all of us equally.

  • No made about our nationality is our current location, ethnicity or religious affiliation.

  • To achieve this, I propose to be defined a human rights for to protect us against unethical use off our data and establish that in an international oversight body such as the U.

  • N.

  • Now, the need for international legislative oversight body should not be taken lightly either as any other form off information.

  • Big data is not inherently goto bed the big data divergences in its scale, immediacy and transparency.

  • Simply put, technology of technology has given us the ability to process huge amounts of personal information at the speed that you simply didn't have before.

  • It's time that we defined that set us up this international legislative body, which then convert with the data collectors off today and come up with a good causes that for use of big data that actually help us address the complex problems that we are currently encounter.

  • Even more important in addressing the current problems, that entity should work better companies to actually put big data to a collective could use such good use of big data could include the use off minimized traffic information for better city planning or more efficient public transportation.

  • It could be things like using the temperature and humidity data off the smart home appliances around our house to generate better red car, better weather forecasting models and eventually help us in 18 global warming.

  • This international body could also act as a data or dessert.

  • There's a reason many countries have text all the departments it is.

  • So companies that have a profit goal paid a Texas and keep the books tidy.

  • Data orders are Quito could act in the same sense that they are ordered a ghost who these car companies that are collecting data and works with them checks what they're using the data for and ultimately provides that balance to the prophet gold that otherwise a clearly bound to finally data privacy is often confirmed framed as a consent issue.

  • As long as individuals consent to data collection by clicking that accept terms and conditions button on the website, then it is okay for the collector to use that data as it justified in there.

  • I say if you need to switch this conversation.

  • Human rights are inalienable.

  • So if you have a defined right for our data to be protected from being used on ethically, then humans cannot consent to this right being taken away.

  • Until this is a chief, my message is simple.

  • Be mindful off the value off that the data has that you're giving away daily.

  • Even if you're just perceive it to be a side product off using a certain app or platform data is currency treated as such?

Hi, everybody.

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人権としてのデータ・プライバシー 個人のデータ・プライバシー、あなたの人権|マノロ・ウィンクラー|TEDxNeihu (Data Privacy as a Human Right 個資隱私,你的人權 | Manolo Winkler | TEDxNeihu)

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    林宜悉 に公開 2021 年 01 月 14 日
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