Metadata Privacy

Metadata is defined as data that describes other data. It can contain information regarding the manner of collection, the time of collection, as well as information about how the file was accessed and used in relation to other files. The usage of metadata is critical in order to provide information about a variety of digital resources, including images, videos, audio recordings, and digital resources.

Every type of data can have metadata but the types of metadata associated with a specific piece of data depends on the format and qualities of the original source. Digital image files, for instance, may contain information that includes the date and time the shot was taken as well as the camera model, resolution, and color depth. Metadata for audio files can include information on the artist, the album, the genre, and the release date. Metadata for video files can include information on the length, frame rate, and aspect ratio.

Metadata like the author, creation date, and last change date can be included in text-based data, such as documents. Metadata, such as the schema, table names, and column names, can be found in structured data, such as databases.

In general, the more types of metadata a piece of data can have, the more complex it is. The precise metadata connected to a particular piece of data, however, will depend on the format of the data, the program used to produce and manage it, as well as the standards and conventions used to describe it.

Types of Metadata

There are three main categories of metadata as defined by the Library of Congress Digital Repository Development. The categories include structural metadata, descriptive metadata, and administrative metadata.

Structural Metadata

Structural metadata contains information about the organization or structure of a digital resource. This can include information about the outline of a document, such as chapters, paragraphs, and sections, or information about the organization of a digital collection, such as the arrangement of items in a database or the relationships between files in a file system. Structural metadata can help users navigate, search, and understand the content of a digital resource.

Descriptive Metadata

Descriptive metadata is used in order to identify, describe, and locate a digital resource in order to simplify the process of discovering the digital content. Descriptive metadata can contain information including the format of the digital resource, the date it was modified or created, the tile, and a description of the resource.

Administrative Metadata

A text, image, or video resource may contain administrative metadata that describes the administration, organization, and technical specifications of a digital resource. Information about the resource's developer, the file format, and any copyright or access limitations can all be found in administrative metadata. The management, preservation, and accessibility of the resource are facilitated with the use of this type of metadata.

Metadata Produced in the Scope of Communication

Metadata is generated through every exchange of information. Physical interactions between parties as well as online activities contain metadata and servers or platforms an individual uses to communicate have access to and store metadata.

Social Networks

User activity on social networking sites can generate metadata that includes your username, name, profile information, location, device, and user activity. Social media corporations may use metadata in order to authenticate the content that users share. The corporation, Meta, utilizes the Open Graph protocol which allows account holders to customize how content is displayed in their news feed.

Phone Calls

The metadata generated during the process of a phone call can include the phone numbers of the individuals in the call, the time of the call, the length of the call, the location of the members of the call, and the serial numbers of the telephones.

Browsing on the Internet

Browsing on the internet can produce metadata containing the URLs of websites you visited, user login details through auto-fill, your device operating system and hardware details, as well as your IP address.

Metadata Usage in the Advertisement Context

Metadata is a tool advertisers utilize in order to provide context and information about ads that can help them better target and engage with consumers. Advertisers use metadata to track and analyze data about their advertisements, including who is seeing the ad, when they are seeing it, and how they are interacting with it.

Tracking and Measuring Ad Performance

One common use of metadata in the advertising context is for tracking and measuring ad performance. Advertisers use metadata to track the number of impressions, clicks, conversions, and other metrics associated with their advertisements. This information can then be used to optimize their ad campaigns, target the right audience, and improve ad performance over time.

Audience Targeting

Advertisers use metadata to understand the demographics, interests, and behavior of their target audience, and to ensure that their ads are being seen by the targeted consumers. For example, metadata can be used to target ads based on age, gender, location, and other demographic information, allowing advertisers to reach their target audience more effectively.

Tailoring Advertisements

Metadata is also important for personalization and customization of advertisements. Advertisers use metadata to understand the preferences and behavior of individual consumers, and to deliver personalized ads that are more relevant and engaging. For example, metadata can be used to show ads based on recent purchases or search history, or to recommend products or services that are likely to be of interest to the consumer.

Interpreting Business Insights

Advertisers also use metadata for attribution and measurement, which helps them understand the impact of their advertising efforts on consumer behavior and sales. Metadata can be used to track the consumer journey from initial ad exposure to purchase, providing advertisers with valuable insights into how their advertising is driving consumer behavior and business outcomes.

Ethical Concerns Regarding the Privacy and Surveillance of Metadata

Metadata has raised ethical implications regarding privacy and surveillance. Metadata stores a large amount of information about an individual which can be used to gain insight into details about their life including their location, communication methods, and interests. Businesses can use these customer insights to tailor their advertising strategies, however this information can also be used for surveillance purposes.

Keyword Stuffing

The usage of metadata can also be used to control how certain information is accessed. Certain resources can be restricted which in turn can suppress the freedom of expression as well as the accessibility of information. Service providers or other third party organizations may utilize metadata in order to block certain webpages or social media platforms in order to silence opposing viewpoints and suppress information. In the same manner metadata can be used to restrict access to certain information, it can also be used to promote misinformation. Metadata can be manipulated to promote misleading facts or information at the top of search engines through a practice called keyword stuffing. Irrelevant keywords are tagged in the metadata of a digital resource to increase engagement and create the illusion of relevance in order to appear at the top of search results.

Interception of Metadata

It is also critical to note that metadata must be encrypted and stored on a secure server in order to ensure that only the authorized parties are allowed access to it. A hacker may be able to gain access to it through techniques such as hacking, phishing, or social engineering. Additionally, if metadata is not encrypted or protected properly, a hacker may be able to access it by simply intercepting the data as it is transmitted over a network. Some systems possess different access controls and monitoring mechanisms to detect and prevent unauthorized access to the metadata. Organizations that have incident response plans in place to detect and respond to data breaches can further aid in preventing hackers from accessing metadata.

Surveillance

Third party surveillance is when organizations, other than the parties involved in the original communication or transaction, collect, analyze and use metadata. This can be done for different reasons such as for national security, law enforcement and targeted advertising by government agencies, private companies or other organizations. Some of this data can be phone numbers involved in a call, the time and duration of the call, and the location of the device making the call. This type of surveillance raises privacy concerns as it can reveal sensitive information about individuals without their knowledge or consent. Laws and regulations have been put in place to govern the collection and use of metadata by third parties, but their effectiveness and impact on civil liberties is still a topic of ongoing discussion. Despite the benefits of metadata usage in the advertising context, there are also privacy concerns associated with the use of metadata. Consumers are increasingly concerned about their privacy and the ways in which their data is being used, particularly in the advertising context. This has led to increased regulation and scrutiny of metadata usage in advertising, and companies must be mindful of these privacy concerns and comply with applicable laws and regulations.