By Nikolas McGlashan
Collusion has emerged due to the subversive invasion of our privacy. Within 20 minutes of browsing, I was completely encumbered in a graphical web of sites that had transferred my information amongst each other. From this research arose a fact; the information they were extracting from my online identity is sought after by many parties. Notably, many of the sites that were extracting data were sites that I had never even visited before. Furthermore, many sites tracked my data for their own purposes, without consent in many cases, transferring information without warning at anytime.
Recent developments of the web have slowly obliterated our privacy standards, as our personal lives are being altered as private information. It is disconcerting to learn that Mark Zuckerberg, the head of one of the top social sites, believes that online information should be available to everyone. His company, Facebook, has loosened their constraints on user privacy settings drastically since its launch. Digital natives have grown accustomed to being open about their information to an extent where safeguards have previously prevented invasions of privacy from third parties. Domains have more recently undermined that safety net, as we no longer know who or when parties can obtain our information. The perception of protection has been eradicated as we are made aware of how expansive the subterfuge of the web really is.
With online information becoming more important in our society, the extent to which third parties exploit our search habits is heightened. Just as online servers pool information to sell to businesses has become a major factor in job hirings, we cannot foresee the possible damaging uses for this extreme interconnectivity between sites. In a case of online extraction, such as hacking, our information is readily available to anyone with capabilities of probing.
Extensive violations of personal information have become a marketing exploit. In addition, the information obtained can produce arbitrary or compromising results due to abnormal search habits. The internet requires a security filter for the end user as a possible solution. As the integrity for user safety has become an alarming issue, Google AdID has emerged. The objective for AdID is to prevent users from being subjected to tracking software, and to provide services that enable an “opt-out” solution. As the deceptive methods used to obtain online information persists, the need to protect the users has become of the utmost importance.