Your digital identity has three layers, and you can only protect one of them

When it comes to your digital profile, the data you choose to share is just the tip of an iceberg. The first layer is the one you do control. The second layer is made of behavioral observations. The third layer is composed of interpretations of the first and second.

Your online profile is not always built on facts. It is shaped by technology companies and advertisers who make key decisions based on their interpretation of seemingly benign data points: what movies you choose to watch, the time of day you tweet, or how long you take to click on a cat video. Many decisions that affect your life are now dictated by the interpretation of your data profile rather than personal interactions. And it’s not just about advertising banners influencing the brand of the soap you buy—the same mechanics of profiling users and targeting messages apply to political campaigns and visa applications as much as supermarket metrics.

[Katarzyna Szymielewicz is co-founder of Panoptykon Foundation, a Polish NGO defending human rights in surveillance society.]