In today's digital age, when our data is collected with virtually every click –often without our knowledge – Sandra Siby, Assistant Professor of Computer Engineering at NYU Abu Dhabi, is leading groundbreaking research to protect internet users from pervasive online tracking. She aims to raise awareness and develop innovative solutions that protect consumers from hidden data collection, which makes big money for companies.
“When users visit websites, there's a lot of data collection that is happening without their knowledge or consent,” Siby said. “Many advertisers are bidding for your eyeballs, which is happening in milliseconds. You don't even notice this is happening, but a real-time auction occurs where advertisers bid for the chance to display an ad to you, and your data is used to determine which ad appears”
Siby explained that the often indirect dangers of digital data collection are hard to measure and quantify fully. However, she emphasized that the vast amounts of unprotected personal data in circulation pose real security and privacy risks.
“You just don't have control over your data,” Siby said. “It is being collected and shared with a number of third parties. Security risks can exist, such as data breaches exposing sensitive or personal information. This data can be used for highly targeted ads and persuasion, such as political ads that might influence the results of an election. Data could also be used in decision-making, which may reinforce existing biases.”
The legality of such data collection depends on the country and its regulations. Many countries currently do not have data protection laws or have laws that are still nascent. In some locations, users might see cookie banners alerting them to data collection but extensive warnings could be more annoying than effective in practice, with consumers clicking on anything just to move on.
At NYUAD, Siby is developing advanced AI technology to detect and prevent real-time hidden data collection. By integrating these models into existing privacy tools, Siby’s research promises to strengthen defenses against unwanted tracking, protecting everyone who goes online.
Siby is also studying the evolving mechanisms behind tracking and data collection, a challenging task as trackers constantly adapt their behaviors. This knowledge is crucial to regulators, Siby said, because it enables them to craft more effective laws to protect consumer privacy.
According to Siby, the ads themselves are not necessarily harmful, as they help introduce consumers to businesses they might be interested in. However, what remains unclear is how much personal data is necessary to make those connections.
"If people were made aware of the dangers of data collection and sharing, they would be concerned about how much data collection occurs currently,” Siby said. “We should be asking why this extensive collection is necessary in the first place."
Siby said NYUAD is the perfect place for her research, as the university offers an opportunity to study these issues on a more global scale and in the context of UAE’s data protection laws.
“There is a very good support system here at NYUAD,” Siby said, “the other professors, especially in the Center for Cyber Security, have been super helpful.”
As the digital landscape evolves, Siby’s research will remain at the forefront of ensuring privacy is a fundamental right for all internet users.
