But when every social media click, phone call, card payment, and gym visit pings into existence a new nugget of data, how can any of us be sure that our data is being used ethically?
There are many excellent examples of how these nuggets are being aggregated into clouds of big data and used to improve lives around the world.
Once we understand what our clicks are worth, we can start to change the data landscape.
Take the crowdsourcing platform Ushahidi, for example, which uses big data to coordinate disaster relief activities. Data is volunteered by individuals and anonymised, before being used for specific activities that benefit others. Very few would argue that this sort of use of data is unacceptable.
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