Pervasive Surveillance Explained: How Big Data Tracks You and What You Can Do

The Hidden Side of Big Data: How Your Every Move is Tracked

In today’s day and age of digital world­, companies track everything—from your browsing history to the things you buy. This Tracking is called pervasive surveillance, it help them to personalise services and make more profit. It raise the big concerns about your privacy and ethical use of your data. Let’s break it down in simple terms and explore how it affect us.

What is Pervasive Surveillance?

Whenever you access Internet by phone or computer pervasive surveillance start if you start browsing online or shop in-store, companies collect data based on your detailed user profile.

In android or apple phones you need an email id to start using your phone these id built your user profile it’s not like web browsing your pc without login will keep you anonymous without login your email in google or yahoo. There are other ways companies track your data. This includes:

• Cookies – Tiny data files that websites store to remember your activity.

• Device fingerprinting – Identifying your phone or computer by its settings.

• Data brokers – Businesses that buy and sell your personal information.

• AI-driven cameras also play a role in public tracking. Explore facial recognition risks here.

How This Happens:

• Online tracking records browsing history, likes, and searches.

• Offline tracking uses GPS, smart devices, or payment data to monitor real-world movements.

• User profiles predict habits, purchases, and preferences.

Real-World Example:

In India, apps like Truecaller track user behavior to improve services, but they also collect personal details without clear permission (Economic Times).

Globally, companies like Google and Meta dominate tracking, with 90% of websites using cookies (Statista).

Who is Responsible for Ethical Data Use?

Key Players:

• Companies must clearly explain data collection and protect user privacy.

• Consumers need to understand privacy policies and take steps to limit tracking.

• Data Protection Officers enforce security and compliance.

• Policymakers create laws to ensure fair practices.

Skills Needed to Manage This:

• Privacy awareness – Knowing how data is used.

• Data security – Using encryption to protect information.

• Ethical decision-making – Avoiding unfair profiling.

In India, businesses must focus on educating users, especially in areas with low digital literacy (Economic Times).

In the U.S., cybersecurity experts help protect consumer data (Forbes).

How Pervasive Surveillance Works

Step-by-Step Process:

• Websites track clicks and time spent online (Amazon records viewed products).

• Smart devices and GPS monitor locations (Your phone knows you visited a café).

• Companies create device fingerprints to recognize users even if they clear cookies.

• Profiles are built using combined data (A 30-year-old who loves travel).

• Information is sold or shared with data brokers.

• Targeted ads or personalized services are offered.

• Companies provide privacy dashboards to manage data sharing (Google’s privacy settings).

• Big data isn’t just for marketing—it can shape your financial decisions too. Here’s how data science affects personal finance.

Case Study: Shopping Data in India

A Bengaluru shopper uses Flipkart, which tracks purchases and suggests products. While this improves recommendations, it also means companies have detailed insights into buying habits.

Laws and Regulations: Do They Protect You?

India’s Digital Personal Data Protection Act (DPDP), 2023 requires companies to get user permission before collecting data and imposes fines up to ₹250 crore for violations (Business Standard). However, enforcement is weak.

Globally:

• GDPR (Europe) demands clear consent and gives users control over data (European Commission).

• CCPA (U.S.) lets users opt out of data sales (California Department of Justice).

Despite these laws, companies often collect excessive data without proper safeguards.

Tools Used for Tracking—and Protection

Tool	Purpose	Best Use
Google Analytics	Tracks website behavior	Business user tracking
Truecaller	Identifies calls, locations	Personalization in India
Brave Browser	Blocks trackers for privacy	User protection
NordVPN	Hides IP address	Secure browsing

Companies use tools like Google Analytics and Meta Pixel to track users, while individuals can protect themselves using browsers like Brave or VPNs like NordVPN.

Even small businesses now use analytics to segment users. Learn how these tools work.

The Risks: Why Pervasive Surveillance is a Problem

Some key dangers:

• Hidden tracking – Users often don’t know companies are watching (NerdWallet).

• Lack of consent – Many businesses bury tracking policies in long documents (Forbes).

• Data breaches – Hackers can steal sensitive information (Investopedia).

• Unfair profiling – Companies may adjust prices based on user behavior (Consumer Reports).

Case Study: Privacy Concerns in India

Priya Gupta, a Delhi-based professional, discovered that Truecaller shared her contact data without permission. After public concerns, the company updated its privacy settings, giving users more control (Economic Times).

Industries Impacted by Surveillance

In India:

• E-commerce – Flipkart tracks purchases for better recommendations.

• Telecom – Jio monitors app usage for targeted services.

• Advertising – Agencies use tracking for personalized ads.

Globally:

• Tech – Google and Meta rely heavily on data collection.

• Retail – Amazon uses shopping data for personalized offers.

• Healthcare – Fitness trackers store sensitive health information.

Using data ethically builds customer trust while avoiding legal penalties.

Your digital profile could influence your insurance rates. See how data is used in risk prediction.

The Future of Data Privacy

Emerging trends include:

• Privacy-first browsers like Brave blocking trackers (TechCrunch).

• Data anonymization making user data untraceable (TechTarget).

• Stricter laws pushing companies toward transparency (Business Standard).

• User control tools like Apple’s App Tracking Transparency (The Verge).

By 2030, pervasive surveillance will expand, but stronger laws and privacy tools will give users more control over their data (Statista).

Careers in Data Privacy and Ethics

Growing job opportunities include:

• Data Protection Officer – Enforcing privacy laws.

• Privacy Analyst – Reviewing tracking practices.

• Cybersecurity Expert – Protecting user data.

In India, privacy analysts earn ₹6–12 lakh per year, with top professionals making up to ₹30 lakh (Naukri). Globally, privacy jobs are rising due to increasing data security concerns (BLS).

Want to understand how this data is analyzed? These free tools can get you started.

FAQs

Can I completely stop tracking?

It’s difficult, but using tools like Brave Browser or NordVPN significantly reduces tracking (Consumer Reports).

Is tracking only an online problem?

No. Offline tracking through IoT devices and payment records is also common (NerdWallet).

Are big companies like Google safe?

They have strong security measures, but breaches still happen—checking privacy settings is key (Forbes).

Is tracking always bad?

Not necessarily. It improves services like recommendations, but clear consent is necessary for ethical use (Investopedia).

How do data brokers get my info?

They buy data from apps, websites, and public sources—often without your knowledge (Economic Times).

References

Economic Times: India’s Data Privacy Challenges Economic Times: Truecaller Privacy Case Study Statista: Global Data Privacy Market Growth Forbes: Amazon Privacy Challenges Business Standard: India Data Protection Act European Commission: GDPR Rules California Department of Justice: CCPA TechCrunch: Brave Browser Privacy Trends Consumer Reports: How to Stop Online Tracking NerdWallet: Online Tracking Privacy Concerns