What’s your anonymity worth? Establishing a marketplace for the valuation and control of individuals’ anonymity and personal data
| Date | 14 August 2017 |
| DOI | https://doi.org/10.1108/DPRG-05-2017-0018 |
| Published date | 14 August 2017 |
| Pages | 353-366 |
| Author | Stephen Cory Robinson |
| Subject Matter | Information & knowledge management,Information management & governance,Information policy |
What’s your anonymity worth?
Establishing a marketplace for the
valuation and control of individuals’
anonymity and personal data
Stephen Cory Robinson
Stephen Cory Robinson is
Assistant Professor in
Communication Design at
the Department of
Science and Technology,
Linköping University,
Norrköping, Sweden.
Abstract
Purpose –The viability of online anonymity is questioned in today’s online environment where many
technologies enable tracking and identification of individuals. In light of the shortcomings of the
government, industry and consumers in protecting anonymity, it is clear that a new perspective for
ensuring anonymity is needed. Where current stakeholders have failed to protect anonymity, some
proponents argue that economic models exist for valuation of anonymity. By placing a monetary value
on anonymity through Rawls’ concept of primary goods, it is possible to create a marketplace for
anonymity, therefore allowing users full control of how their personal data is used. This paper aims to
explore the creation of a data marketplace, offering users the possibility of engaging with companies
and other entities to sell and auction personal data. Importantly, participation in a marketplace does not
sacrifice one’s anonymity, as there are different levels of anonymity in online systems.
Design/methodology/approach –The paper uses a conceptual framework based on the abstractions
of anonymity and data valuation.
Findings –The manuscript constructs a conceptual foundation for exploring the development and
deployment of a personal data marketplace. By suggesting features allowing individuals’ control of their
personal data, and properly establishing monetary valuation of one’s personal data, it is argued that
individuals will undertake a more proactive management of personal data.
Originality/value –An overview of the available services and products offering increased anonymity is
explored, in turn, illustrating the beginnings of a market response for anonymity as a valuable good. By
placing a monetary value on individuals’ anonymity, it is reasoned that individuals will more consciously
protect their anonymity in ways where legislation and other practices (i.e. privacy policies, marketing
opt-out) have failed.
Keywords Data protection, Economic value, Online anonymity, Personal data, PII
Paper type Conceptual paper
Introduction
Threats to remaining anonymous while online are all around us and occur with surprising
frequency. Recent threats to anonymity include electronic manufacturer Vizio’s smart TVs
unknowingly monitoring owner’s viewing habits and having their personal information sold
(Goodwin, 2017), or new Google algorithms making it possible to identify individuals using
severely pixelated photos (Anthony, 2017). We live in a world where the ability to easily
identify individuals is posing growing threats to online anonymity.
One major threat to anonymity is the use of social networking sites. Use of the internet for
socializing and communicating continues to be massively popular. Of the top 20 websites
in the world, four are social networks, including LinkedIn, Facebook, Twitter and Instagram
Received 5 May 2017
Revised 5 May 2017
Accepted 1 June 2017
DOI 10.1108/DPRG-05-2017-0018 VOL. 19 NO. 5 2017, pp. 353-366, © Emerald Publishing Limited, ISSN 2398-5038 DIGITAL POLICY, REGULATION AND GOVERNANCE PAGE 353
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