The Dark Side of Personalisation: How Tech Giants are Using Your Data

The dark side of personalisation: how tech giants are using your data to create a tailored online experience, and what you can do to take control.

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The Dark Side of Personalisation: How Tech Giants are Using Your Data

As I sat scrolling through my favourite news website the other day, I couldn’t help but feel a sense of unease. Every article seemed tailored to my interests, every advert seemed to know exactly what I was looking for. It was as if the website had a sixth sense, a sense that seemed almost…personal.

The personal touch

But as I delved deeper into the world of online personalisation, I began to realise that this sense of unease was more than just a feeling. It was a warning sign, a sign that our data was being used in ways we couldn’t even imagine.

Microsoft, one of the world’s largest tech giants, is no exception. In their own words, they use cookies to ‘store and access information such as unique IDs to deliver, maintain and improve our services and ads.’ But what does this really mean?

In essence, it means that Microsoft is using our data to create a personalised experience, one that is tailored to our every need and desire. But at what cost?

The cookie crumbles

As I dug deeper, I discovered that Microsoft and its partners process data to ‘use precise geolocation data and actively scan device characteristics for identification.’ This is done to provide personalised ads and content, but it also raises serious questions about our right to privacy.

So what can we do about it? The answer lies in the small print, in the ‘Manage preferences’ link that we often overlook. By clicking on this link, we can review our options and exercise our right to object to the use of our data.

Taking control

But it’s not just about taking control of our own data. It’s about being aware of the ways in which our data is being used, and making informed decisions about who we trust with our information.

As I finished writing this article, I couldn’t help but feel a sense of hope. Hope that by raising awareness about the issue of personalisation, we can create a more transparent and accountable online world.

A brighter future

So the next time you see an advert that seems tailored to your interests, remember that there’s more to it than meets the eye. Remember that your data is being used, and that it’s up to you to take control.

‘The right to privacy is a fundamental human right, and it’s up to us to protect it.’

About the Author

I’m a journalist with a passion for technology and social justice. I believe that by raising awareness about the issues that matter, we can create a better world for all.