Gary Kovacs: Tracking the trackers

Translator: Timothy Covell Reviewer: Morton Bast

Prevodilac: Petar Milovanovic Lektor: Ivana Korom

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

Ne znam zašto ali ja sam konstantno opčinjen mišlju

that two and a half billion of us around the world

da je dve i po milijarde nas širom sveta

are connected to each other through the Internet

povezano putem interneta

and that at any point in time

i da u svakom datom trenutku

more than 30 percent of the world's population

više od 30 procenata svetske populacije

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

može da ode na internet da bi učili, stvarali i delili.

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

I količina vremena koju svako od nas troši radeći sve ove svari

is also continuing to go grow.

takođe nastavlja da raste.

A recent study showed

Skorašnje istraživanje je pokazalo

that the young generation alone

da samo mlada generacija

is spending over eight hours a day online.

provodi više od osam sati dnevno na internetu.

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

Meni, kao ocu devetogodišnje devojčice,

that number seems awfully low.

taj broj izgleda jako mali.

(Laughter)

(smeh)

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

Ali kao što je internet za svakog od nas otvorio vrata ka svetu,

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

tako je i svetu otvorio vrata ka svima nama.

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

U sve većoj i većoj meri, cena koja se traži od nas da platimo

for all of this connectedness

za svu ovu povezanost

is our privacy.

je naša privatnost.

Today, what many of us would love to believe

Danas bi većina nas želela da veruje

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

da je internet privatno mesto; nije.

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

I svakim klikom miša i svakim dodirom ekrana,

we are like Hansel and Gretel

mi poput Ivice i Marice

leaving breadcrumbs of our personal information

ostavljamo mrvice ličnih informacija

everywhere we travel through the digital woods.

svuda gde odemo u digitalnoj šumi.

We are leaving our birthdays, our places of residence,

Ostavljamo datume rođenja, mesta življenja,

our interests and preferences,

naša interesovanja i opredeljenja,

our relationships,

naše odnose,

our financial histories, and on and on it goes.

našu finansijsku istoriju i tako dalje.

Now don't get me wrong,

Nemojte pogrešno da me razumete,

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

ja ni u jednom trenutku nisam hteo da kažem da je deljenje podataka loša stvar.

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

U stvari, kada znam koji podaci se dele sa drugima

and I'm asked explicitly for my consent,

i kada sam konkretno pitan da pristanem na podelu,

I want some sites to understand my habits.

ja želim da određeni sajtovi razumeju moje navike.

It helps them suggest books for me to read

To im pomaže da mi predlože koje knjige da pročitam

or movies for my family to watch

ili koje filmove da gledam sa svojom porodicom

or friends for us to connect with.

ili sa kojim prijateljima da se povežem.

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

Ali kada ne znam ili kada nisam priupitan,

that's when the problem arises.

tada se javljaju problemi.

It's a phenomenon on the Internet today

To je fenomen koji se danas na internetu

called behavioral tracking,

zove praćenje ponašanja,

and it is very big business.

i to je veoma razvijen biznis.

In fact, there's an entire industry formed

Ustvari postoji čitava industrija koja se zasniva

around following us through the digital woods

na praćenju nas kroz digitalnu šumu

and compiling a profile on each of us.

i pravljenju profila za svakog od nas.

And when all of that data is held,

I onda kada su svi ti podaci u njihovim rukama

they can do almost whatever they want with it.

oni mogu učiniti skoro bilo šta sa njima.

This is an area today that has very few regulations

Ovo je oblast koja danas ima veoma malo propisa

and even fewer rules.

i još manje pravila.

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

Izuzev nekoliko skorašnjih saopštenja ovde u SAD i u Evropi,

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

ovo je oblast korisničke zaštite koja je skoro u potpunosti jalova.

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

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

The visualization you see forming behind me is called Collusion

Model koji vidite da se formira iza mene se zove Koluzija

and it's an experimental browser add-on

i on predstavlja eksperimentalni dodatak za internet pretraživač

that you can install in your Firefox browser

koji možete instalirati u vaš Fajerfoks pretraživač

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

koji vam pomaže da vidite gde idu vaši mrežni podaci i ko vas prati.

The red dots you see up there

Crvene tačke koje vidite gore

are sites that are behavioral tracking

su sajtovi koji prate ponašanje

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

koje ja nisam posetio, ali me oni prate.

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

Plave tačke su sajtovi koje sam ja direktno posetio.

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

A sive tačke su sajtovi koji me takođe prate,

but I have no idea who they are.

ali ja nemam predstavu ko su oni.

All of them are connected, as you can see,

Svi oni su povezani, kao što možete da vidite,

to form a picture of me on the Web.

formirajući sliku o meni na mreži.

And this is my profile.

I ovo je moj profil.

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

Dozvolite mi da sad sa primera pređem na nešto veoma specifično i lično.

I installed Collusion in my own laptop two weeks ago

Ja sam instalirao Koluziju na mom laptopu pre dve nedelje

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

i pustio sam da me prati tokom mog tipičnog dana.

Now like most of you,

Kao i većina vas,

I actually start my day going online and checking email.

ja započinjem svoj dan odlaskom na internet i proveravanjem svoje elektronske pošte.

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

Zatim odem na stranicu sa vestima i gledam naslove.

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

I u ovom konkretnom slučaju dopao mi se jedan

on the merits of music literacy in schools

na temu vrednosti muzičke pismenosti u školama

and I shared it over a social network.

koji sam podelio putem socijalne mreže.

Our daughter then joined us at the breakfast table,

Tada nam se naša ćerka pridružila za stolom za doručak

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

i ja sam je pitao: "Postoji li akcenat na muzičku pismenost u tvojoj školi?"

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

I ona je naravno kao svaka devetogodišnjakinja,

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

pogledala u mene i zbunjeno rekla: "Šta je pismenost?"

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

Tako da sam je naravno poslao na internet da sazna.

Now let me stop here.

Dozvolite mi da ovde stanem.

We are not even two bites into breakfast

Samo što sam započeo doručak

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

već me je pratilo skoro 25 sajtova.

I have navigated to a total of four.

Ja sam posetio samo četiri.

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

Dozvolite mi da ubrzam ostatak svog dana.

I go to work, I check email,

Otišao sam na posao, proverio sam e-poštu,

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

ulogovao sam se na još par društvenih sajtova, pisao sam blog,

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

proverio sam još novosti, podelio sam par tih novosti,

I go look at some videos,

pogledao sam neke video snimke,

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

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

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

i na samom kraju, pri završetku mog dana,

look at my profile.

pogledajte moj profil.

The red dots have exploded.

Crvene tačke su eksplodirale.

The gray dots have grown exponentially.

Sive tačke su eksponencijalno porasle.

All in all, there's over 150 sites

Sve u svemu ima preko 150 sajtova

that are now tracking my personal information,

koji prate moje lične informacije,

most all of them without my consent.

skoro svaki bez mog odobrenja.

I look at this picture and it freaks me out.

Prosto se preplašim kad pogledam ovu sliku.

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

Ovo nije ništa. Ja sam proganjan preko interneta.

And why is this happening?

A zašto se ovo događa?

Pretty simple -- it's huge business.

Veoma jednostavno -- to predstavlja ogroman biznis.

The revenue of the top handful of companies in this space

Prihod par kompanija koje su na vrhu ove oblasti

is over 39 billion dollars today.

je danas preko 39 milijardi dolara.

And as adults, we're certainly not alone.

Mi kao odrasli svakako nismo sami u ovome.

At the same time I installed my own Collusion profile,

U isto vreme kada sam instalirao svoj profil Koluzije,

I installed one for my daughter.

instalirao sam i jedan za svoju ćerku.

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

I za jedno subotnje jutro, posle više od dva sata provedenih na internetu.

here's her Collusion profile.

evo kako izgleda njen profil.

This is a nine-year-old girl

Ovo je devetogošnja devojčica

navigating to principally children's sites.

koja mahom posećuje dečije sajtove.

I move from this, from freaked out to enraged.

Iz ovog razloga moja preplašenost prelazi u bes.

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

Ovo vam više ne govorim kao pionir tehnike ili branilac privatnosti;

this is me being a parent.

već kao roditelj.

Imagine in the physical world

Zamislite kad bi u stvarnom svetu

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

neko pratio našu decu sa foto aparatom i sveskom

and recorded their every movement.

i beležio njihov svaki korak.

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

Mogu vam reći da ne postoji osoba u ovoj prostoriji koja bi sedela prekrštenih ruku.

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

Mi bismo preduzeli određene mere. Možda te mere ne bi bile pozitivne ali bismo ih preduzeli.

(Laughter)

(smeh)

We can't sit idly by here either.

Ni u ovom sljučaju se ne smemo ponašati kao da nas baš briga.

This is happening today.

Ovo se dešava sada.

Privacy is not an option,

Privatnost nije moguća

and it shouldn't be the price we accept

i to ne bi trebalo da je cena koju prihvatamo

for just getting on the Internet.

samo da bismo koristili internet.

Our voices matter and our actions matter even more.

Naši glasovi su važni, a naša dela još važnija.

Today we've launched Collusion.

Danas smo pokrenuli Koluziju.

You can download it, install it in Firefox,

Možete je skinuti i instalirati u Fajerfoks

to see who is tracking you across the Web

da biste videli ko vas nadgleda preko mreže

and following you through the digital woods.

i ko vas prati kroz digitalnu šumu.

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

U budućnosti, svi naši glasovi moraju da se čuju.

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

Zato što stvari koje ne znamo nam zapravo mogu nauditi.

Because the memory of the Internet is forever.

Zato što je pamćenje interneta večno.

We are being watched.

Mi smo pod nadzorom.

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

Sada je vreme da mi nadziremo nadzornike.

Thank you.

Hvala vam.

(Applause)

(aplauz)