Googling “What are online credentials?” is quite like taking a shot in the dark. Results may differ across the likes of “banking credentials”, or “one’s online username and password”. Although these versions are also correct, they only cover the very basics of online credentials. In a more expansive and elaborative sense, online credentials pertain to a user’s online behavioural patterns, looking at how they use an app, analysing different aspects such as how many hours they spend on certain features, which aspects of the app they use most, and so much more. What Are Online Credentials Used For? Online credentials can be used for a number of purposes, including targeted advertising, or the improvement of web app user experiences. The different data collected for these purposes include personal demographics (age, location, gender, etc) as well as behavioural patterns (locations visited, interaction with different pages, etc). With such a massive range of data being collected from individuals – corporations have access to a pool (or more so an ocean) of data, for the benefit of their business. Who Owns Credentials and How is it Stored? One would automatically assume that their own personal information that they add onto the likes of Instagram would be their own intellectual property. In fact – this cannot be further from the truth. As soon as a user signs up to a Web2 social media platform, the information that...
