The Dark Side of Personalization

As I sat in front of my computer, scrolling through my favorite news site, I couldn’t help but feel a sense of unease. The ads seemed to be following me, tailored to my every interest and preference. At first, I thought it was convenient, but soon I realized that something was off. The more I clicked, the more I felt like I was being watched.

The cost of personalization

Microsoft’s use of cookies to store and access information such as unique IDs is a prime example of this. On the surface, it seems harmless - after all, who doesn’t want a more personalized experience? But as I dug deeper, I realized that this practice goes far beyond simple ad targeting.

MSFT and its third-party vendors use this data to deliver content and ads, but they also share this information with partners on the basis of consent and legitimate interest. What does this mean for you and me? It means that our data is being used to extract insights about our online behavior, and these insights are being used to shape the content we see.

The cookies that crumble

But what about our right to consent? Microsoft allows us to select ‘I Accept’ to consent to these uses, but what about those who don’t want to be tracked? The option to ‘Manage preferences’ is available, but it’s buried at the bottom of the page, making it easy to overlook.

As I navigated the complex web of data sharing and consent, I couldn’t help but feel a sense of frustration. Why should we have to opt-out of being tracked, rather than opting-in? Why should our data be used to shape the content we see, without our explicit consent?

The hidden opt-out

The Transparency and Consent Framework is a step in the right direction, but it’s not enough. We need to take control of our data, and demand that companies like Microsoft prioritize our privacy.

As I closed my laptop, I couldn’t shake the feeling that I was being watched. The ads seemed to be following me, even after I left the site. It was a sobering reminder of the power that companies like Microsoft have over our data, and the need for us to take action.

We must demand more from the companies we trust with our data. We must demand transparency, accountability, and control. The future of our online presence depends on it.