Understanding how your personal data is collected and how to protect it

The article explores how companies around the world collect, use, and profit from personal information, often without users fully realizing it. Experts compare the modern data economy to an uneven ‘David vs Goliath’ battle between individuals and corporations that see user data as ‘the new oil’. According to Sam Jones, founder of Gener8, businesses harvest data through multiple quiet methods, including cookies, tracking pixels, device fingerprinting, and third-party apps. These tools collect both personal data—like names, emails, phone numbers, and locations—and behavioral data, which includes browsing activity, searches, and on-page interactions.

Companies use this information to improve advertising accuracy, conduct research, and personalize user experiences. Although some data collection is for convenience or even required by law, experts warn that users give away much more information than they realize. Data brokers also play a major role, selling compilations of user information to advertisers, insurers, and other organizations.

The article offers advice to help individuals regain control of their digital footprint. It recommends conducting a personal audit to identify where your information appears online, deleting unused accounts, and making deletion requests through privacy policies or legal tools like Google’s ‘Results About You’ feature. Limiting app permissions, removing old apps, tightening social media privacy settings, and using security tools such as VPNs are also effective strategies. Although cleaning up your data online is time-consuming, experts agree it is a crucial step in protecting digital privacy.