Gary Kovacs: Tracking the trackers

Translator: Timothy Covell Reviewer: Morton Bast

Prevoditelj: Sanda L Recezent: Dunja Knežević

Ne znam zašto, ali ja sam neprestano zadivljen mišlju

I don't know why, but I'm continually amazed to think

da je dvije i pol milijarde nas diljem svijeta

povezano putem Interneta

that two and a half billion of us around the world

are connected to each other through the Internet

i da u svakom datom trenutku

više od 30 posto svjetske populacije

and that at any point in time

more than 30 percent of the world's population

može otići na Internet kako bi učili, stvarali i dijelili.

can go online to learn, to create and to share.

A količina vremena koju svatko od nas troši radeći sve ove stvari

And the amount of time each of us is spending doing all of this

također nastavlja rasti.

Nedavno istraživanje je pokazalo

is also continuing to go grow.

kako samo mlada generacija

A recent study showed

provodi više od osam sati dnevno na Internetu.

that the young generation alone

is spending over eight hours a day online.

Meni, kao ocu devetogodišnje djevojčice,

taj broj izgleda jako mali.

As the parent of a nine-year-old girl,

(Smijeh)

that number seems awfully low.

Ali kao što je Internet za svakog od nas otvorio vrata prema svijetu,

(Laughter)

But just as the Internet has opened up the world for each and every one of us,

tako je i svijetu otvorio vrata prema svakome od nas.

it has also opened up each and every one of us to the world.

A u sve većoj mjeri, cijena koja se traži od nas da platimo

za svu ovu povezanost

And increasingly, the price we're being asked to pay

naša je privatnost.

for all of this connectedness

Danas bi većina nas htjela vjerovati

is our privacy.

Today, what many of us would love to believe

da je Internet privatno mjesto - nije.

I svakim klikom miša i svakim dodirom ekrana,

is that the Internet is a private place; it's not.

And with every click of the mouse and every touch of the screen,

mi poput Ivice i Marice

ostavljamo mrvice naših osobnih informacija

we are like Hansel and Gretel

posvuda gdje idemo digitalnom šumom.

leaving breadcrumbs of our personal information

everywhere we travel through the digital woods.

Ostavljamo svoje datume rođenja, svoja mjesta boravka,

We are leaving our birthdays, our places of residence,

svoje interese i sklonosti,

our interests and preferences,

svoje veze s drugima,

our relationships,

svoju financijsku povijest i tako dalje.

our financial histories, and on and on it goes.

Nemojte me pogrešno shvatiti,

ni u jednom trenutku ne kažem da je dijeljenje podataka loša stvar.

Now don't get me wrong,

I'm not for one minute suggesting that sharing data is a bad thing.

U stvari, kada znam koji podaci se dijele s drugima

i kada me se izričito traži moj pristanak,

In fact, when I know the data that's being shared

and I'm asked explicitly for my consent,

ja želim da određene stranice razumiju moje navike.

I want some sites to understand my habits.

To im pomaže da mi predlože koje knjige pročitati,

It helps them suggest books for me to read

ili koje filmove da pogledam sa svojom obitelji,

ili s kojim prijateljima da se povežem.

or movies for my family to watch

Ali kada ne znam ili kada nisam priupitan,

or friends for us to connect with.

But when I don't know and when I haven't been asked,

tada se javljaju problemi.

To je fenomen koji se danas na Internetu

that's when the problem arises.

zove praćenje ponašanja

It's a phenomenon on the Internet today

i vrlo je razvijen kao biznis.

called behavioral tracking,

U stvari, postoji čitava industrija temeljena

and it is very big business.

In fact, there's an entire industry formed

na praćenju nas u digitalnoj šumi

i stvaranju profila svakoga od nas.

around following us through the digital woods

I kada su svi ti podaci u njihovim rukama,

and compiling a profile on each of us.

oni s njima mogu učiniti gotovo štogod požele.

And when all of that data is held,

they can do almost whatever they want with it.

Ovo je područje koje danas ima vrlo malo propisa,

This is an area today that has very few regulations

a još manje pravila.

Izuzev nekoliko nedavnih priopćenja ovdje u SAD-u i u Europi,

and even fewer rules.

Except for some of the recent announcements here in the United States and in Europe,

ovo je područje korisničke zaštite koje je skoro u potpunosti nezaštićeno.

it's an area of consumer protection that's almost entirely naked.

Dakle, dozvolite mi da malo više otkrijem ovu skrivenu industriju.

So let me expose this lurking industry a little bit further.

Model koji vidite iza mene zove se Collusion,

The visualization you see forming behind me is called Collusion

to je eksperimentalni dodatak za preglednik,

and it's an experimental browser add-on

kojeg možete instalirati u vaš Firefox,

pomoću kojeg vidite kamo idu vaši mrežni podaci i tko vas prati.

that you can install in your Firefox browser

that helps you see where your Web data is going and who's tracking you.

Crvene točke koje vidite

su stranice koje prate ponašanje,

The red dots you see up there

koje ja nisam posjetio, ali me one prate.

are sites that are behavioral tracking

that I have not navigated to, but are following me.

Plave točke su stranice koje sam izravno posjetio.

The blue dots are the sites that I've actually navigated directly to.

A sive točke su stranice koje me također prate,

And the gray dots are sites that are also tracking me,

ali nemam pojma tko su.

Svi su oni povezani, kao što možete vidjeti,

but I have no idea who they are.

stvarajući sliku o meni na mreži.

All of them are connected, as you can see,

I ovo je moj profil.

to form a picture of me on the Web.

Dopustite mi da sad s primjera prijeđem na nešto vrlo konkretno i osobno.

And this is my profile.

So let me go from an example to something very specific and personal.

Prije dva tjedna instalirao sam Collusion na svoj laptop

I installed Collusion in my own laptop two weeks ago

i pustio sam da me prati tijekom mog uobičajenog dana.

and I let it follow me around for what was a pretty typical day.

Kao i većina vas,

Now like most of you,

svoj dan započinjem odlaskom na Internet i provjeravanjem e-pošte.

I actually start my day going online and checking email.

Zatim odem na stranicu s vijestima i pregledam naslove

I then go to a news site, look for some headlines.

i u ovom konkretnom slučaju svidio mi se jedan

And in this particular case I happened to like one of them

na temu vrijednosti glazbene pismenosti u školama

on the merits of music literacy in schools

i podijelio sam to putem društvene mreže.

Tada nam se naša kćer pridružila za doručkom

and I shared it over a social network.

Our daughter then joined us at the breakfast table,

i pitao sam je: "Postoji li naglasak na glazbenu pismenost u tvojoj školi?"

and I asked her, "Is there an emphasis on music literacy in your school?"

A ona me, kao svaka devetogodišnjakinja,

pogledala i zbunjeno pitala: "Što je pismenost?"

And she, of course, naturally as a nine-year-old,

I tako sam je, naravno, poslao da sama sazna na Internetu.

looked at me and said quizzically, "What's literacy?"

So I sent her online, of course, to look it up.

Dozvolite mi da ovdje stanem.

Tek što smo započeli s doručkom,

Now let me stop here.

We are not even two bites into breakfast

već me je pratilo skoro 25 stranica.

and there are already nearly 25 sites that are tracking me.

Ja sam posjetio samo četiri.

I have navigated to a total of four.

Ukratko ću prepričati svoj ostatak dana.

So let me fast-forward through the rest of my day.

Odlazim na posao, provjeravam e-poštu,

ulogiram se na još par društvenih stranica, pišem blog,

I go to work, I check email,

I log onto a few more social sites, I blog,

provjerim još vijesti, nešto od toga podijelim dalje,

I check more news reports, I share some of those news reports,

pogledam nekoliko videa ,

I go look at some videos,

vrlo tipičan dan -- u ovom slučaju, poprilično detaljan --

pretty typical day -- in this case, actually fairly pedantic --

i na kraju dana, kako se dan primiče kraju,

and at the end of the day, as my day winds down,

pogledajte moj profil.

Crvene točke su eksplodirale.

look at my profile.

Sive točke su eksponencijalno narasle.

The red dots have exploded.

The gray dots have grown exponentially.

Sve u svemu, ima preko 150 stranica

koje prate moje osobne informacije,

All in all, there's over 150 sites

that are now tracking my personal information,

većina njih bez mog odobrenja.

most all of them without my consent.

Pogledam ovo i izbezumim se.

I look at this picture and it freaks me out.

Ovo je ništa. Uhode me preko Interneta.

This is nothing. I am being stalked across the Web.

A zašto se ovo događa?

Vrlo jednostavno - to predstavlja ogroman biznis.

And why is this happening?

Prihod nekoliko kompanija koje su u vrhu za ovo područje

Pretty simple -- it's huge business.

The revenue of the top handful of companies in this space

danas je preko 39 milijardi dolara.

Mi kao odrasli svakako nismo sami u ovome.

is over 39 billion dollars today.

And as adults, we're certainly not alone.

U isto vrijeme kada sam sebi instalirao Collusion,

At the same time I installed my own Collusion profile,

instalirao sam i svojoj kćeri.

I installed one for my daughter.

I za jedno subotnje jutro, nakon dva sata provedenih na Internetu,

And on one single Saturday morning, over two hours on the Internet,

evo kako izgleda njezin Collusion profil.

here's her Collusion profile.

Ovo je devetogodišnja djevojčica,

This is a nine-year-old girl

koja uglavnom posjećuje dječje stranice.

navigating to principally children's sites.

Tu moja izbezumljenost prelazi u bijes.

I move from this, from freaked out to enraged.

Ovo vam više ne govorim kao osoba za tehnologiju ili zagovaratelj privatnosti;

This is no longer me being a tech pioneer or a privacy advocate;

ovo se tiče mene kao roditelja.

Zamislite kada bi u stvarnom svijetu

this is me being a parent.

netko uokolo pratio našu djecu foto aparatom i bilježnicom

Imagine in the physical world

if somebody followed our children around with a camera and a notebook

i bilježio svaki njihov korak.

Sigurno ne postoji osoba u ovoj prostoriji koja bi samo ležerno sjedila.

and recorded their every movement.

I can tell you, there isn't a person in this room that would sit idly by.

Poduzeli bismo nešto, možda ne baš primjereno, ali bismo reagirali.

We'd take action. It may not be good action, but we would take action.

(Smijeh)

Ne možemo ni ovdje samo nezainteresirano sjediti.

(Laughter)

Ovo se događa danas.

We can't sit idly by here either.

Privatnost nije moguća

This is happening today.

i to ne bi smjela biti cijena koju prihvaćamo

Privacy is not an option,

samo da bismo koristili Internet.

and it shouldn't be the price we accept

Naši glasovi su važni, a naša djela još važnija.

for just getting on the Internet.

Our voices matter and our actions matter even more.

Danas smo lansirali Collusion.

Today we've launched Collusion.

Možete ga skinuti i instalirati u Firefox

You can download it, install it in Firefox,

kako biste vidjeli tko vas nadzire na Internetu

to see who is tracking you across the Web

i tko vas prati kroz digitalnu šumu.

Ubuduće svi naši glasovi trebaju se čuti.

and following you through the digital woods.

Going forward, all of our voices need to be heard.

Jer stvari koje ne znamo, zapravo nam mogu nauditi.

Because what we don't know can actually hurt us.

Zato što Internet zauvijek pamti.

Because the memory of the Internet is forever.

Pod nadzorom smo.

Sada je vrijeme da mi nadziremo nadziratelje.

We are being watched.

Hvala.

It's now time for us to watch the watchers.

(Pljesak)

Thank you.

(Applause)