Serons-nous un jour maîtres de nos données personnelles ?

BOSTON – Nous laissons presque tous derrière nous une empreinte numérique – trace des fameuses « données passives » générées lorsque nous interagissons sur Internet, au contact de contenus de marque sur les médias sociaux, ou lorsque nous effectuons la moindre transaction en ligne, de type achat par carte de crédit. Il y a quelques secondes à peine, vous avez sans doute généré des données passives en cliquant sur un lien afin de  pouvoir lire cet article.

Les données passives, comme leur nom l’indique, ne sont pas générées de manière consciente, constituant de simples produits dérivés de notre existence technologique au quotidien. Ainsi, ces informations – de même que leur valeur monétaire intrinsèque – échappent la plupart du temps à l’attention des internautes.

Or, les entreprises ne manquent pas d’exploiter le potentiel de ces données passives. Elles savent que de telles informations, de la même manière que les matières premières, peuvent être explorées et utilisées de façons diverses. En analysant par exemple l’historique de navigateur des internautes, les entreprises sont en mesure de prévoir quel type d’annonces publicitaires seront susceptibles d’intéresser ces internautes, ou quel genre de produits ils seront le plus susceptibles d’acheter. Les organismes de santé suivent eux-mêmes cette tendance, étudiant les habitudes d’achat d’une communauté afin de prédire par exemple une épidémie de grippe.

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