論資料貨幣化的必然性
HOW TO MONETIZE YOUR DATA IN THE RIGHT WAY
如何以恰當的方式將資料貨幣化
編譯：資料觀|和璟禕 校對|黃玉葉
In the face of overwhelming evidence, consumers can no longer ignore the fact that major tech and social media companies engage in mass data harvesting and the selling of user information to third parties – one need only look to the recent Cambridge Analytica scandal (which impacted not only the users of a given app but their Facebook friends, too). The old adage stands – if it’s free, you are the product.
大量資料表明，消費者再也不能無視大型科技和社交媒體公司大規模收集資料並向第三方出售使用者資訊的事實 —— 我們只需要看看最近英國資料分析公司Cambridge Analytica 的醜聞就知道了(它不僅影響了特定應用的使用者，也影響了他們的Facebook好友)。老話說得好：羊毛出在羊身上。
It’s a paradigm many have gotten used to over the past decade. The question is, are users getting value for their money? Given the fact that some of these companies are now sitting on piles of cash with billion-dollar valuations, it certainly seems that users have gotten the worse deal (Facebook’s Q1 reports indicate advertising revenue of almost $12 billion, while Alphabet, Google’s parent company, made over $26 billion). This is before factoring in the risks associated with security and data privacy which have come to light with the proliferation of data breaches (few will forget the Equifax breach of 2017 anytime soon, or the disastrous consequences following).
在過去的十年中，許多人已經習慣了這種模式。問題是，使用者是否物有所值?儘管一些公司現在已經坐擁數十億美元的估值，但對於使用者來說，他們顯然所獲甚糟。(Facebook的第一季度財報顯示廣告收入接近120億美元，而谷歌的母公司Alphabet則賺了超過260億美元)。隨著資料洩露事件的激增，安全性和資料隱私相關的風險已經暴露出來。 (很少有人會忘記2017年Equifax公司資料洩露事件和之而來的災難性後果)。
It’s a difficult dilemma to defuse. On one hand, recent events have served as a wake-up call, to an extent, and individuals are increasingly wary of the seemingly nonchalant approach to the storage of their sensitive information. On the other, social media platforms and the likes have become an essential way of interacting with friends, family and even managing business communications.
這是一個難以化解的困境。一方面，近期的資料洩露事件在一定程度上為世人敲響了警鐘，使用者個人對這種敏感資訊的儲存方式從冷漠變得越發警惕。另一方面，社交媒體平臺和“點贊”已經成為人們與朋友、家人、甚至業務管理溝通交流的重要方式。
It’s clear that data is the new oil that fuels the economy. This fact isn’t going to change anytime soon. What can be changed, however, is the way in which that data is stored, protected, and monetized. It’s crucial to the long-term viability of the burgeoning data economy that individuals maintain complete control over their own data.
顯然，資料是為經濟提供動力的新石油。這一事實不會輕易改變，然而，可以改變的是資料儲存、資料保護和資料貨幣化的方式，個人對自己資料保持完全的控制——這對於蓬勃發展的資料經濟長期生存至關重要。
The Value of Your Data
資料的價值
The figures referenced above regarding the revenue brought in by tech giants from advertising are staggering. It’s no secret that these sums are built on the arbitrage of vast amounts of personal and behavioural data. That these companies can make so much from their users should prompt a new consideration: how much should individuals whose data is being used be entitled to?
上文提到的關於科技巨頭從廣告中獲得了驚人的收入。眾所周知這些數字是建立在大量個人和行為資料的基礎上套利。這些公司可以從他們的使用者那裡獲利頗豐，那麼，那些使用資料的使用者應該享有多少權利?
Calculations of the exact figure vary hugely, ranging from as little as $0.20 to over $240 per year. Wherever the actual amount lands on the spectrum, it must be remembered that the figure would only reflect its value in the existing infrastructure. As a new data economy, based on blockchain and decentralized technologies gains ground, new business models for data syndication will emerge.
精確數字的計算差異很大，從每年0.20美元到240美元以上不等。無論頻譜上的實際金額是多少，就必須記住，這個數字只反映了它在現有基礎設施中的價值。隨著基於區塊鏈和分散技術的新興資料經濟崛起，新的資料聯合商業模式將會出現。
Worth noting also is that the financial value of data should by no means be the only metric by which to assess its importance. After all, was a lack of financial reward behind people’s anger with Cambridge Analytica’s use of Facebook data?
同樣值得注意的是，資料的金融價值絕不應該是評估其重要性的唯一指標。畢竟，人們對Cambridge Analytica使用Facebook資料事件憤怒的背後，是否是缺乏經濟回報還不得而知。
The idea of a multi-faceted approach to measuring the value of data should be adopted sooner rather than later, given the aforementioned risks concerning data breaches. The Equifax failure saw the data of 143 million people syphoned by hackers. Once again, this was a case of individuals being concerned about the ammo malicious actors now have, versus lack of financial compensation they would have been entitled to if the data was shared consensually.
考慮到上述資料洩露的風險，我們應該儘早採納多面評估資料價值的方法。Equifax的資料洩露導致了1.43億人的資料被黑客呼叫。再者，與缺乏經濟補償相比，這是一個使用者關心的惡意行為，但如果這些資料是使用者自願共享的，他們則有權獲得經濟補償。
The Starting Point: Data Privacy
起點：資料隱私
In considering the best way to ensure individuals can monetize their own data correctly, it’s wise to first consider how it’s currently stored, and who it’s controlled by. As mentioned, blockchain and decentralized technologies will play a crucial role in the new infrastructure, with decentralized data storage bringing vastly increased levels of security and privacy to the new data economy.
考慮到要確保使用者能夠恰當地將自己的資料貨幣化，明智之舉是首先考慮當前如何儲存它，以及它是由誰來控制。如前所述，區塊鏈和分散技術將在新的基礎設施中發揮關鍵作用，分散的資料儲存將極大提高新興資料經濟的安全性和私密性。
The original, single system database model that the internet was built on has several sources of failure and a concerning lack of privacy. The current, centralised, cloud model mitigates the points of failure, to an extent, but still provides no privacy, as a string of high profile data breaches has shown.
網際網路建立的原始單一系統資料庫模型存在幾個失敗的來源和一個關於缺乏隱私的問題。當前集中化的雲模型在一定程度上緩解了故障點，但仍然沒有提供任何隱私洩露的解決方法，正如一系列高調的資料洩露事件所表露出來的那樣。
Decentralised database storage not only eliminates points of failure, it also provides the highest levels of privacy and can scale efficiently. For personal data storage, that means a public/private key infrastructure that gives individuals full control over the lifecycle of their data, including where it is being used, for how long, any updates to it and its removal from any applications using it.
分散的資料庫儲存不僅消除了故障點，還提供了最高的隱私級別，並且可以有效擴充套件。對於個人資料儲存來說，這意味著一個公鑰/私鑰基礎設施，它可以讓使用者完全控制其資料的生命週期，包括使用地點、使用時間、它的任何更新，以及從任何使用它的應用程式中刪除。
Such a change in the way personal data is stored and controlled could transform the possibilities of how it is utilised in innovative business models within the new data economy.
這種個人資料儲存和控制方式的改變，可能會改變新興資料經濟中，如何在創新商業模式中利用它的可能性。
Data Syndication for Financial Reward
資料聯合的經濟獎勵
From this foundation of personal data privacy, individuals will be empowered to share their data and receive financial compensation in return. Not only that, such an infrastructure would encourage new models for publishing platforms to be built that remunerate individuals for the part they play.
在個人資料隱私的基礎上，使用者有權分享他們的資料並獲得經濟補償。不僅如此，這樣的基礎設施還會鼓勵建立新的釋出平臺模式，為個人所做出的貢獻提供報酬。
This system of data syndication and financial reward will be enabled by the token economics that goes hand in hand with decentralised networks. The exchange of digital tokens would not only ensure that individuals do not have to expose their personal data in exchange for services, but also that they could choose to only share specific subsets with specific groups.
這種資料聯合和經濟獎勵的系統將通過與分散式網路密切相關的令牌經濟來實現。數字代幣的交換不僅可以確保個人不需要公開他們的個人資料以換取服務，而且他們還可以選擇只與特定的組共享特定的子集。
To truly understand how to monetize data in the right way, it’s first essential to establish new ways for individuals to control it. Through decentralised database storage, they can take back that control and a new data economy based on responsible curation, storage and dissemination of data between individuals, companies and governments can be bootstrapped.
要真正理解如何以恰當的方式將資料貨幣化，首先必須建立個人控制資料的新方法。通過分散的資料庫儲存，他們可以收回控制權，並建立一個在個人、公司和政府之間基於負責管理、儲存和傳播資料的新興資料經濟。
注：《論資料貨幣化的必然性》來源於 ofollow,noindex"> Dataconomy (點選檢視原文)。資料觀編譯/和璟禕，轉載請註明譯者和來源。
責任編輯：黃玉葉