<trp-post-container data-trp-post-id='26360'>Le Big Data is soluble in ethics - or vice versa ?

FDVT - to Data Valuation Tool for Facebook™ Users - comes in the form of a small, free application that runs on Facebook and Chrome and tells you how much revenue you are generating for the social media platform by browsing it: "Would you like to know the money you are generating for Facebook™?"says the home page.

Data Selfiewhich can be installed as a browser extension, reveals how Facebook's learning algorithms use your personal data to better understand your personality, and of course to bombard you with advertising.

While the demo shown on the FDVT website may raise a few wry smiles, the examples of Data Selfie are more worrying, since the network knows everything about your consumer behaviour, as well as your political preferences and religious leanings! Under the bonnet is a bit of IBM's Watson, combined with Cambridge University's Apply Magic Sauce.

The German magazine Orange by Handelsblatt has decided to respond by launching "The Data Corrupter which, as its name suggests, makes your data left on social media unusable. You can visit like content on Facebook? As soon as the Data Corrupter will like others at random, from Likes invisible to your friends, but which will totally distort the analysis of your profile.

The CNIL recently noted "that Facebook combined the personal data of Internet users on a massive scale for the purposes of advertising targeting [and] tracked Internet users, with or without an account, on third-party sites via a cookie without their knowledge".and fined it a symbolic €150,000.

150,000 this year, because the new European Regulation on the protection of personal data will not come into force until May 2018: at that point, fines could rise to as much as 4 % of the offenders' worldwide turnover, which is a much greater deterrent.

The European Commission does not seem ready to stop there: another Regulation is already under discussion, to be named ePrivacyIn particular, it provides for Internet users to accept or reject cookies when their browser is installed, which has triggered the ire of many lobbies.

Today, Big Data is still in its infancy, with retargeting bombarding you with ads for products you've just bought. Tomorrow, with the massive arrival of AI, the stakes will be colossal.

With GAFA and other TUNAs - Tesla, Uber, Netflix, Airbnb - on one side, the European and American authorities on the other, and the Chinese lurking in ambush with Alibaba, citizens are wondering just what kind of meal they are going to be eating; and if they don't know exactly, they do know - because they are told over and over again - that personal data is valuable, very valuable!

And that brands, all brands, from Google to Orange to Renault to Uber, want to "making money off him". He's not sure how, but he's sure ...

As a result, his distrust of these brands is growing by the day.

Adwise, in collaboration with Norstat and Nexize, has just launched a quantitative study on consumers' perception of their value: results in September!

Giants who regularly send them pages and pages of general terms and conditions of use that they will never take the time to read - and even if they tried, it's doubtful they'd understand much!

To all the others, who offer them a game to attract them to their Facebook page, send them mailings that they will never manage to unsubscribe from, abuse retargeting, etc.

Some people are even starting to take revenge: an operator who doesn't immediately answer their questions... and wham! A vindictive tweet or post. Another company offering a competition that's a bit too complicated, or stupid, etc. for their liking... and wham! They get together to solve the questions and publish the answers online to skew the results.

Trolling is on the increase, sometimes in its stupidest form, just to cause harm: the 1er to try this out was Habro in ... 2008, which asked Internet users to choose the localities in the Monopoly of French towns and the town of Montcuq: difficult to accept.

The only response for brands is to be as honest as possible with consumers; respectful in order to be respected in return. This means incorporating ethical values into their brand equity.

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