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Personal data as a commodity: how does the data market work, what is data worth and what Czech internet users know about it
Cieslar, Marek ; Šisler, Vít (advisor) ; Šlerka, Josef (referee)
Personal data extraction is an inherent part of today's internet. The intention of this work is to outline the market with personal data; how it functions, which circumstances have formed it and how it is being perceived by the public. The theoretical part relies on existing academic knowledge, media articles and other relevant sources which focus on data market and aggregation. One of the theoretical part's objectives is to present existing principles on how the price of personal data can be determined by users and by the market. Findings from the theoretical part will be enriched by a qualitative research which, by the means of interviews, reveals to what extent are Prague university students aware of online data collection, how they value the data and what is their opinion on that matter. Despite the gravity that online data extraction imposes on society, the qualitative research described in this work is probably one of the first in Czechia that focuses on this topic and that can therefore serve as a starting point for future exploration. Key words: personal data, user data, data extraction imperative, online privacy, internet privacy, data value, data market, data brokers, data aggregators, targeted ads, personalized advertising
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