The Data Age

Big Data and Living in an Age of Data

The Data Age - Big Data and Living in an Age of Data

4 reasons why ‘communities of consent’ are the future of big data

See on Scoop.itBig Data and Personalization

What’s in store for the future of big data? We think it lies with what we call “communities of consent.”


The revelations that the US National Security Agency is gathering data on millions of people from many of the world’s largest online and technology companies has heightened awareness of just how much information on our actions is being collected and manipulated. And people are not comfortable with that. 


A study we conducted in conjunction with Queen’s University Surveillance Studies Centre found that over eight out of ten Americans, Canadians and Britons were opposed to private companies using information from their social media sites, their internet searches, their emails and their website visits. This, of course, happens all the time: it’s no accident the online ads you see uncannily match your recent searches and website visits. 

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