Mashable's Matt Petronzio explains what Janet Vertesi, assistant professor of sociology at Princeton University, had to do in order to hide her pregnancy from Big Data. She discovered that, while not easy, it can be done using cash, anonymous browsing and a separate Amazon account.
First, Vertesi made sure there were absolutely no mentions of her pregnancy on social media, which is one of the biggest ways marketers collect information. She called and emailed family directly to tell them the good news, while also asking them not to put anything on Facebook. She even unfriended her uncle after he sent a congratulatory Facebook message.
She also made sure to only use cash when buying anything related to her pregnancy, so no information could be shared through her credit cards or store-loyalty cards. For items she did want to buy online, Vertesi created an Amazon account linked to an email address on a personal server, had all packages delivered to a local locker and made sure only to use Amazon gift cards she bought with cash.
"And finally, I'm actually here today to win the 'Most Creative Use of Tor' award," she said, followed by roars of laughter in the audience. "I really couldn't have done it without Tor, because Tor was really the only way to manage totally untraceable browsing. I know it's gotten a bad reputation for Bitcoin trading and buying drugs online, but I used it for BabyCenter.com."
From her article on Time, this little snippet is even more revealing of the sad state of our privacy:
For months I had joked to my family that I was probably on a watch list for my excessive use of Tor and cash withdrawals. But then my husband headed to our local corner store to buy enough gift cards to afford a stroller listed on Amazon. There, a warning sign behind the cashier informed him that the store ?reserves the right to limit the daily amount of prepaid card purchases and has an obligation to report excessive transactions to the authorities.?
It was no joke that taken together, the things I had to do to evade marketing detection looked suspiciously like illicit activities. All I was trying to do was to fight for the right for a transaction to be just a transaction, not an excuse for a thousand little trackers to follow me around. But avoiding the big data dragnet meant that I not only looked like a rude family member or an inconsiderate friend, I also looked like a bad citizen.
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