Google’s recent accusation of collecting data from users during their private browsing highlights a critical issue in the digital age: the valuation of our data by technology companies. This incident has raised concerns and questions about why our online activities are valuable to these companies.

In June 2020, three users filed a complaint alleging that Google conducts an extensive data tracking operation that persists even when privacy measures are employed, such as browsing in incognito mode. Four years later, the company agreed to delete data collected while using this mode in Chrome.

Research by StockApps confirms that Google leads the way in tracking user data online, collecting 39 “data points” per user. They are followed closely by Twitter with 24 points, Amazon with 23, and Facebook with 14.

“Browsing data collected by companies like Google typically includes information about the web pages you visit, the searches you perform, the videos you watch on platforms like YouTube, the locations you frequent if you use geolocation services, among other data related to your online activity,” says Javier Morán, dean of the Faculty of Engineering at USIL. He also adds that this data collection may include details like your IP address, cookies that monitor your activity, unique numbers of your electronic devices, and sometimes, information about you like your age or whereabouts if you have already provided that information on a page or app.

User tracking has an underlying strategy. According to Morán, a detailed profile of the user can be built based on the data collected during navigation. And based on this profile, it is possible to develop specific tactics to target personalized products and advertisements.

The dean of USIL emphasizes the importance of companies treating user data ethically and protecting their privacy and security. However, from another perspective