Gaute Lien, Nordic Security lead at Accenture, believes that we will be in a better position in the future to assess the value of and sell our personal data. “It will be possible to choose whether you’d like to earn money from your personal information,” he says.
MORE POWER TO YOU: According to Norway’s Data Inspectorate, eight out of ten Norwegians find it uncomfortable to be tracked online to allow marketers to target their advertising. “In the future, the consumer may be able to choose how their personal data is managed,” says Gaute Lien.
More and more private companies are collecting information on your behaviour while online. This information is bought and sold instantaneously on international stock markets to allow advertisers to tailor advertising to you and your needs.
“You go into a shop to buy groceries,” says Gaute Lien, Nordic Security lead at Accenture.
“If the shop knows nothing about you, you have to choose all of your groceries. But it could be useful if the shop already knows what you want so you have more time to do the things you enjoy.”
According to Norway’s Data Inspectorate, eight out of ten Norwegians find it uncomfortable to be tracked online to allow marketers to target their advertising.
“Privacy protection laws allow you to decide how to share your personal information. You can make a qualified choice and assess how much of your life should remain completely private,” says Lien.
While Gaute Lien underlines how your personal property may be under threat, at the same time he paints a picture in which the consumer of the future can have more power.
BETTER CONTROL OF YOUR OWN DATA: “You’ll have an overview of which parts of your data are being used and who’s buying it,” says Gaute Lien on the subject of future privacy protection.