- Catherine Kate
- Business reporter, BBC News
We are subject to tracking during most of our online activities
The details of what each of us searches for or sees while browsing the Internet is very important to some companies, as it is a valuable source of billions of dollars in profits.
This data helps trackers like Google and Facebook earn many billions of dollars a year in advertising revenue as they use the information they collect to target us with ads.
For example, if you are browsing the websites of online fashion stores and you are thinking of buying a new pair of jeans, it is assumed that you will soon see advertisements for jeans that appear on your computer screen while you are browsing another website, which is something which happens to all of us when we think about buying something. Online.
That we are vulnerable to being tracked through our internet use to such an extent and in this way is somewhat of a concern. A recent study showed that data about the average European person’s internet usage is shared 376 times a day, and that number almost doubles for American surfers, to 747 times.
But what if you could not only have more control over how much of your data is shared, but also get paid for it?
That’s the promise of a Canadian tech company called Surf, which last year launched a surfing subsidiary of the same name, rewarding users for surfing the web.
image copyright Surf
Surf aims to be a “surf frequent flyer rewards program”.
Still in beta or limited release in the US and Canada, this browser works by bypassing data tracking companies like Google and selling your data directly to brands. In return, “Serve” gives you points that can be collected and redeemed for gift cards at stores and get discounts.
Among the brands registered in this browser so far are “Foot Locker”, “The Body Shop”, “Crocs” and “Dyson”.
Surf Browser confirms that all data it collects is anonymous, e-mail addresses and phone numbers are not shared, and the subscriber does not have to state his name when registering. However, he does ask for his age, gender and approximate residential address, but this information is not mandatory.
The idea is that brands can use the data provided by Serve in their advertising. For example, a brand might find out which websites are most popular among 18-24-year-old men living in Los Angeles. And then it can target this segment with its ads accordingly.
Surf has not published details of how much users can earn, but says it has enabled users to earn more than $1.2 million (£960,000) so far.
People can also use Serv to limit the data they share when they use the Internet, such as blocking information about certain websites they visit.
Amina Al-Nour, a student at York University in Toronto, Canada, and a Serv user, says she feels that this subbrowser has restored her ability to “control” her data on the Internet.
image copyright Aminah Al-Noor
Amina Al-Noor can earn and accumulate points, then exchange them for gift cards from various stores and get discounts
“You can choose what you want to provide (data) to Serv,” adds Amina (21).
“Sometimes I forget I’m using the browser, and after a week I check my record there, only to see that my points keep going up,” she says.
Amina continues, “All digital technology companies will collect our information, but the goal is to make our experiences with technology better, right!”
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Surf’s co-founder and CEO Swish Goshami says the company aims to be “surfing’s frequent flyer rewards program.”
“We’ve been clear with users from day one about what we share and what we don’t share, and we’ve also given them control over their data,” he adds.
“I think if you’re honest with people, and you tell them that you’re sharing data with brands, and you do it while maintaining anonymity, and note that nobody can refer to them because we basically don’t know the first name or last name of the subscriber, then people are more relaxed to say ‘yes’ and share more with us.”
Surfing is part of a growing new digital movement, dubbed by some as “responsible technology,” part of which is giving people more control over their data.
Another tech company working in this space is Canadian startup Waverly, which allows people to browse their own news feeds, rather than relying on Google News and Apple News tracking and ad-based algorithms.
Waverly users can select and rate topics they’re interested in, and the company’s artificial intelligence software finds articles they think they want to read.
The Montreal-based company is the brainchild of its founder, Philippe Baudouin, who was previously an engineer at Google.
image copyright Philippe Beaudoin
Philippe Baudouin believes that users need to put in a little effort
Waverly users can regularly change their preferences and send feedback on recommended articles.
Baudouin says users have to put in some effort as they have to tell the app what they’re interested in, but in return they’re freed from being “stuck in ads”.
“Responsible technology should empower users, but it also shouldn’t be shy about asking them to do some of the work for themselves. (In return) our AI reads thousands of articles a day and puts them in the index (for users ). ”
As for the American company Abine, owned by Rob Schaffel, it produces two applications that allow the user to increase the level of protection of his privacy when using the Internet, namely Blur and Delete Me, and the first ensures that your passwords and payment details cannot be traced, while The second removes your personal information from search engines.
Schaffel says his view is that surfing the Internet must be accompanied by “designed privacy”.
Carissa Velez, associate professor at Oxford University’s Institute for AI Ethics, says tech companies need “incentives to develop business models that don’t rely on the exploitation of personal data”.
image copyright Carissa Veliz
Carissa Velez believes that decision makers should have access to algorithms
“It is alarming that most of the algorithms that control our lives are produced by private companies without any form of oversight or direction to ensure that these algorithms support public interest and values,” Karissa added.
“I don’t think transparency is a panacea, or even half a solution, but especially policymakers should have access to these algorithms,” she says.
Google refers to its new Privacy Sandbox initiative, which “aims to provide new, more privacy-preserving advertising solutions.”
“That’s why we’re working with regulators and the web community to create technologies, through Privacy Sandboxes, that will protect the privacy of internet users while helping to keep access to online content and services free for everyone,” says a Google spokesperson.
“Later this year, we will launch My Ads Center, which will allow us to expand our privacy controls, giving users more direct control over the information about them that is used to show them ads.”