Marketplaces will report for data – Kommersant FM
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Internet platforms have revealed what data they receive about their users. Some of them have reported hundreds of parameters that are used to compose recommendation systems. This was reported, among others, by Yandex, VKontakte, Ozon, Wildberries, ivi, Start and M.Video-Eldorado. So what customer information do these sites know? And what are they doing with it? Daniil Babkin will tell you.
Data about the user is collected from the very first second of visiting the site, which is not news. But starting from October, platforms must report what kind of information they are talking about when they build a complex system of recommendations from Ozon, Kinopoisk, Cyan, Yandex Music and many others. Gender, age, region – just the most basic data. Wildberries, for example, notices not only all user actions on the site, but also the time of visit and the duration of the session. There are also deeper parameters, says marketplace expert Artem Bobtsov:
“All marketplaces capture the whole picture of what the user is doing on their website – what products he views, how quickly he scrolls the screen, what products he lingers on. This algorithm is very complex; it contains hundreds of parameters that allow you to form a so-called buyer profile and offer him the most relevant product.
Moreover, this data set is used to understand what people often buy, along with which products, and, accordingly, even offer them other products. In this regard, we can probably single out Yandex, since it has many more tools to track what the buyer is doing on the Internet, since many people use Yandex browsers.”
It is clear why, for example, the ivi online cinema takes into account search queries, content purchases and additions to favorites, or information about whether the user has finished watching the film. But Ivan Begtin, director of the Information Culture ANO, is sure that the companies reported only part of the information they collected, and then in general terms:
“Recommendation feeds are just one way that internet and digital corporations are manipulating consumers and misusing the data they collect to make more profit. In Russia, the regulator obliged companies to disclose certain information. Moreover, it is not explained how exactly the information is used; companies collect a lot of data from other sources. They buy information, use metrics services to track each user.”
Mass collection of user data in the European Union, for example, has been illegal for several years. Moreover, this also applies to law enforcement agencies and intelligence services, except in cases where we are talking about a direct threat to national security. In the summer, Norwegian authorities banned social networks from tracking clients for advertising purposes. Companies will only be able to use publicly available information that the person himself has indicated on his page. There is no consensus on this issue in Russia, continues Ivan Begtin:
“In addition to the data that is directly collected from you, there is data that is created about you in order to assign you to a certain category. For example, add a user to the list of people who are active from 2 pm to 4 am, or those who tend to make impulse purchases.
There are many so-called tags. This means that companies can know much more about you than you do. But this information is not available to you. Among Russian companies, only Yandex and partially VKontakte allow you to at least upload not all information about yourself, but at least meaningful information. Russian regulators don’t really care about consumers and don’t really dive into the real problems of the industry they are trying to regulate.”
In 2022, the Digital Rights Center and Roskomsvoboda (foreign agent) reported that none of the largest RuNet services makes it possible to use it completely anonymously. Of the 14 largest sites, only Habr.ru and three Yandex projects crossed the satisfactory threshold for compliance with digital rights.
Everything is clear with us – Telegram channel “Kommersant FM”.
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