The privacy, new promise, tenuous Silicon Valley

Tim Cook would he have written the last speech of its major counterparts ? ” Privacy is a human right “, said Satya Nadella at the Microsoft Build conference. ” Everyone has the right to privacy and security, not just the privileged few “, supported Sundar Pichai at the Google I/O. ” The future is private, has certified Mark Zuckerberg at F8.

That happened to the subject of respect for private life, ignored for years, was suddenly gripped simultaneously by the most powerful businesses of the Silicon Valley (with the notable exception of Amazon) ?

Satya Nadella at Microsoft Build 2019

The first explanation, it is theelectroshock Cambridge Analytica, or how a company has exploited the data of 87 million members of Facebook without their consent in order to influence the american presidential elections of 2016 in favor of Donald Trump.

“It was curious to see such a level of access to data granted to a third party. This was not the kind of thing that we expected, evidenced by Prabhakar Raghavan, the head of the advertising of Google in CNET. But this has led us to take a deep breath and we say, “hey, let’s make sure that we always do things well”. “

The entry into application of the RGPD in Europe in may 2018, has also forced companies to analyze, and often revise, their processing of personal data. The four CEO promote the generalization of the RGPD beyond the Old Continent. Mark Zuckerberg has had the opportunity to recall that during his trip to Paris last week.

The reactions of Google, Microsoft and Facebook have also been caused by an Apple that stands for some time the privacy as a selling point in its own right and a must. After the multiple statements of Tim Cook to emphasize the importance of confidentiality, including a speech from virulent in the european Parliament against the ” industrial complex “, Apple exploits this theme in his last campaign.

Privacy is not just becoming a marketing term used indiscriminately in the hope of (re)conquer the trust of users ? You know, like the” artificial intelligence ” all the sauce, even when there is not an ounce of IA.

“I understand that many people are not sure that we take this subject seriously. I know that we don’t have exactly the best reputation in terms of privacy at the present time, to say the least. But I am committed to bring this project to fruition “, said benoîtement Mark Zuckerberg after having stated that privacy was ” the new chapter “ of Facebook.

Mark Zuckerberg at F8 2019

The bandit digital, as he is called by a parliamentary committee in british columbia because of the many scandals splashed on the social network, therefore, puts the gas on the technologies and private space within the universe Facebook : focus on private groups and the publications are ephemeral (Stories), and encryption of end-to-end by default to come up in the Messenger…

“Privacy gives us the freedom to be ourselves “, insists Mark Zuckerberg, who wants that each person has a numerical equivalent of his living room, where she can talk openly with loved ones. One of the principles that the social network is going to implement to achieve this is interoperability : users of WhatsApp, Messenger and Instagram will be able to exchange messages between them. Amazing, isn’t it ? But is this not also a way to merge data from these different services, with the key an ad targeting even more precise ?

If there are questions, it is because there has been the previous WhatsApp. In 2017, the CNIL has put WhatsApp and Facebook notice for illegal sharing of data. Two days later, the european Commission threatened a fine of 110 million euros to the social network for having provided him with ” information that is inaccurate or misrepresented “ during his investigation on the concentration with the instant messaging.

Interactions private, encryption, content ephemeral, security, interoperability and securing of the storage : the six principles of Facebook for years to come.

Before you enable encryption end-to-end Messenger — that will not prevent Facebook to see who contacted who and at what time the metadata is not encrypted, the social network should take confidentiality measures are common sense, like not to exploit or expose the phone number provided by the user in the context of a safety function.

“Facebook may not require a credible manner, the two-factor authentication without the segment [telephone number] of research and advertising “, argues Alex Stamos, the former head of the security of the social network that has slammed the door in the last year.

To bear witness to the investment of Google in the privacy, Sundar Pichai has set in before the arrival of the incognito mode (which doesn’t save the searches or any of the content seen in Google Maps and the search engine. The CEO also stressed that it was becoming easier to access the settings of his Google account, and, therefore, its privacy settings, thanks to a new shortcut in the search bar of many apps.

This small icon also allows Google to further encourage a few more users who are not logged to identify, and therefore to share their data.

At the same time, Google has announced a strengthening of the control options of the cookies in Chrome to limit the follow-up advertising. A measure in favour of the privacy… or Google, as the clamp boss of Qwant, which ensures that there will be an exception for Google cookies at the expense of the competition ?

Unless Google can go completely of cookies, since the user is continuously identified to its services… ” This criticism is a little alarmist. I do not expect that these changes kills business “, responds Prabhakar Raghavan.

Sundar Pichai at the Google I/O 2019

“To make real the privacy, we give you choices clear and meaningful for your data “, said Sundar Pichai in an op-ed published in the New York Times. Except that this is not quite what Google has shown so far, evidenced by, for example, this misunderstanding on the recording location so that the location history is disabled. Or the recent discovery of the history of purchases made using Gmail. Of course, this history is not used to customize the advertising, if believed by the firm, but it highlights its voracious appetite for personal data and a lack of screaming information.

For Prabhakar Raghavan, the head of the pub of Google, the perception that people have about how the company uses the data for the ads is wrong. It ensures that Google collects personal data in order to make its products better, not to customize the advertising. Without knowledge of your journeys usual, Google Wizard does not tell you what time you need to go to work.

And part of taking the image of a room would be completely filled with data collected by Google. According to him, the company uses for advertising only a ” tiny “ amount of data that would fit in the corner of the room.

Google Nest Hub Max, a new camera and a new mic Google at home.

Prabhakar Raghavan also thinks that the options of the Google account are not so difficult to find it, and he gives the proof by stating that the personal portal has been visited 2.5 billion times in the past year. On the other hand, the page on which you can turn off the ad personalization is visited by 20 million people each month, which is little when you know that YouTube and Android each have over two billion users.

In the same way as the approximation of WhatsApp has enabled Facebook to discover a new facet of its members, the further integration of Nest will bring many benefits to users that to Google, which will make a further step in their intimacy.

“We are in the process of using the privacy as the new word to wash away all the mistakes of each other “, ton the boss of Qwant, Eric Léandri, who has just made privacy one of its arguments.

Remarks by Tim Cook at the european Parliament in 2018. Thank You S.

But, in fact, what is privacy ? ” People are rightfully wary of how their information is used and shared, however, they all define the privacy each in their own way “, observes Sundar Pichai in his op.

For families who use the internet on a device that’s shared, privacy can mean a confidentiality mutual. For small businesses that want to accept credit card payments, privacy means protecting the data of customers. For the adolescent sharing of selfies, the confidentiality means to have the possibility to delete such data in the future.

Without a common definition of confidentiality, each company may assert its superiority to others, which does not deprive Sundar Pichai when he stated that ” privacy should not be a luxury available only to people that can purchase products and premium services “ in a tackle, hardly veiled at Apple.

Google and Facebook have yet to do to prove that their business, the advertising is not contrary to respect for the private life. As for Apple, if his leadership role is indisputable, it remains to him of progress and of the pressures it must withstand. The presence of Google as the default search engine of Safari is it not paradoxical ? The transition to services does not result in an increase of the targeted advertising ? How to ensure privacy in countries that are authoritarian who want to make it fly into pieces ?

“The technology has the potential to continue to change the world for the better, but it will never without the complete confidence of those who use it. “ Tim Cook could not say better.