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<p><!-- Make sure you modify the 4Cast title in this section -->
<span style="font-size: 20px; font-weight: bold;
color: rgb(0, 0, 0); font-family: arial;
line-height: 110%;">OPLIN 4Cast #284: Personal
data: Making the trade</span><br>
<!-- Make sure you modify the date of the 4Cast in this section -->
<span style="font-size: 11px; font-weight: normal;
color: rgb(102, 102, 102); font-style: italic;
font-family: arial;">May 30th, 2012</span></p>
<!-- Begin copy of Web Source here -->
<p style="text-align: justify;font-size: 16px;
font-family: arial; line-height: 110%;"><a
href="http://www.oplin.org/4cast/wp-content/uploads/2012/05/StockQuoteGraph.png"><img
class="alignleft wp-image-2749"
style="margin-right: 2px;" title="Stock Quote
Graph,
http://openclipart.org/detail/170148/stock-quote-graph-by-jhnri4"
src="cid:part4.00010903.00020007@oplin.org"
alt="" height="139" width="210"></a>There are
a lot of companies providing services on the
Internet that have lately decided they need to
make your "web experience" more personal. Yahoo!
has just <a
href="http://www.pcmag.com/article2/0,2817,2404877,00.asp">introduced
Axis</a>, Microsoft recently made their <a
href="http://www.readwriteweb.com/archives/the-new-bing-makes-google-look-anti-social.php">Bing
search more social</a>, Google has for some time
<a
href="http://chrome.blogspot.com/2012/05/keeping-tabs-on-your-tabs.html">encouraged
people</a> to log in to their Google accounts
before they use the Chrome browser to enhance
their experience, and there's <a
href="http://www.dreamgrow.com/facebook-search-a-goldmine/">speculation</a>
that Facebook will soon use the mountains of
"like" and profile data it collects to offer
people a more personalized web search. There's
little doubt that these new web tools offer a
better, custom-fit Internet experience in return
for giving the companies access to some personal
data. But what's in it for the companies? Are they
improving your web experience just because they
like you? Well, no; when your personal data is
combined with other data, it's possible to create
a valuable commodity.
</p>
<div> </div>
<ul style="text-align: left;">
<li style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
href="http://smartdatacollective.com/gilpress/51435/facebook-s-ipo-and-laws-big-data">Facebook's
IPO and the Laws of Big Data</a> (SmartData
Collective/Gil Press) "The value of personal
data is zero. Personal data is not worth much if
it's kept personal and a sample of one is good
for answering a very limited set of questions.
Personal data gains value when it is shared,
when it is combined with and compared to other
data."</li>
<li style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
href="http://forumblog.org/2012/05/personal-data-needs-clear-trading-rules/">Personal
data needs clear trading rules</a> (World
Economic Forum Blog/John Rose and Carl Kalapesi)
"...personal data is a highly valuable asset,
like oil or water. And like these assets, it
needs to flow or move to create value. But
unlike these and many other tangible assets,
data is not consumed when used. Instead, its use
increases its value because new data elements
are accumulated, providing greater insights into
individuals."</li>
<li style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
href="http://gigaom.com/2012/05/19/online-retailers-this-is-what-losing-customer-trust-could-cost-you/">The
cost of losing a customer's trust</a>
(GigaOM/Ki Mae Heussner) "In this report - and a
<a
href="http://blogs.hbr.org/cs/2011/10/are_you_ready_for_consumers_to.html">highly
cited</a> <a
href="http://www.weforum.org/news/report-highlights-personal-data-new-economic-asset-class">report</a>
on the topic last year - the World Economic
Forum calls personal data 'an emerging asset
class.' But to really extract its value, the
organization argues, public and private
institutions need to rethink how they do
business so that consumers get more protection,
rights and opportunities to hold organizations
accountable when it comes to their data."</li>
<li style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
href="http://www.technologyreview.com/computing/40330/">A
stock exchange for your personal data</a>
(Technology Review/Jessica Leber) "On his
[Bernardo Huberman, director of HP Lab's Social
Computing Research Group] proposed market, a
person who highly values her privacy might chose
an option to sell her shopping patterns for $10,
but at a big risk of not finding a buyer.
Alternately, she might sell the same data for a
guaranteed payment of 50 cents. Or she might opt
out and keep her privacy entirely. You won't
find any kind of opportunity like this today.
But with Internet companies making billions of
dollars selling our information, fresh ideas and
business models that promise users control over
their privacy are gaining momentum."</li>
</ul>
<div style="text-align: left;"> </div>
<p style="text-align: left; font-size: 20px;
font-family: arial; line-height: 110%;"><small><strong><em>Privacy
fact:</em></strong></small><br>
</p>
<div style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;">In March,
73% of poll respondents told the <a
href="http://pewinternet.org/Reports/2012/Search-Engine-Use-2012/Summary-of-findings.aspx">Pew
Internet and American Life Project</a> they
would "NOT BE OKAY" with a search engine keeping
track of their searches and using that information
to personalize their future search results.
</div>
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