Google’s Data Tracking Practices Under Fire: Balancing User Privacy with Competitive Advantage in the Digital Age

In the digital age, the value of our data to technology companies has become a critical issue. The recent accusation against Google for collecting data from users during their private browsing highlights this problem. Four years ago, three users filed a complaint accusing Google of executing an extensive data tracking operation that persists even when privacy measures are employed such as browsing in incognito mode.

Research by StockApps confirms that Google leads the way in tracking user data online, with the Mountain View-based company collecting 39 “data points” per user. They are followed by Twitter with 24 points, Amazon with 23, and Facebook with 14. User tracking is essential for technology companies like Google because it allows them to offer better services and products, personalize the user experience, generate income, and maintain their competitiveness in the market.

However, this practice raises concerns about privacy and security. Javier Morán, dean of the Faculty of Engineering at USIL, emphasizes the importance of companies treating user data ethically and protecting their privacy and security. However, he also points out a concern: “The data collected incognito goes against the privacy of the user, contradicting their expectations of protection and constituting a violation of their privacy.” This tension between practices of data collection from companies and the need to protect individual privacy highlights a crucial issue in today’s digital age.

In conclusion, while technology companies may view our data as valuable treasure troves for targeted advertising and improving services, we must ensure that they handle it ethically and protect our privacy rights. As consumers, we have the power to make choices about what information we share online and hold these companies accountable for how they use it.