Understanding and Managing Digital Exhaust: The Invisible Trail of Data Left Behind

One of the best precautions organizations can take to establish security best practices is to promote proper data management among its employees. Data is generated with every individual’s click, search and interaction online, leaving a trail of data behind while navigating various websites and services. This trail of data, known as "digital exhaust," can leave the individual, and consequently their employer, vulnerable to data breaches and privacy violations if not properly managed and secured. 

As companies increasingly rely on digital platforms for operations, marketing and customer engagement, they inadvertently generate vast amounts of data. The misuse of this sensitive information not only risks compromising customer trust but also opens the door to potential legal and financial repercussions. For businesses, the challenge lies in harnessing the power of digital exhaust for strategic advantage and safeguarding against its pitfalls. Let's dive into the concept of digital exhaust, its implications, and how to manage it effectively.

The Significance of Digital Exhaust

Digital exhaust comprises all the information or consumer data an individual creates while interacting with websites and services. It includes details about identities, location, and online behaviors, making it a potential goldmine for threat actors who might seek to exploit this information. The vast amounts of personal information captured by different services underscore the importance of being mindful of what data organizations can access. The privacy choices made can have lasting impacts, either positively or negatively​​.

The Risks and Opportunities

Every interaction with the internet and technological tools leaves a trace. These traces are digital footprints and valuable assets that various entities, including bad actors, can exploit​​. To combat digital exhaust, a personal risk assessment can be conducted to understand acceptable risk levels. This assessment involves evaluating which pieces of personal information are critical and deciding how to manage them – whether by removal, obfuscation through deception, or allowing misinformation to persist​​.

Identifying Threats and Mitigating Risks

Understanding and using the TOPS (Threats, Opportunities, Preventative Measures, Strengths) framework can guide how to approach digital exhaust. It helps identify the most significant threat actors, assess the opportunities digital exhaust provides for exploitation, and determine the best preventative measures​​. The choices range from opting out of data collection, using services to control personal information, creating disinformation, or leveraging misinformation for advantageous reasoning​​.

Tools and Strategies for Control

The key to managing digital exhaust is understanding how online tracking works. Browsing behavior tracking, cookie use, and browser fingerprinting are common methods companies use to adapt ads and measure their reach​​. Browsers collect various types of data, including hardware and software specifications, connection information, geolocation data, browsing history, device orientation, social network activity and more​​. Below is a list of preventative measures to consider when managing digital exhaust:

Secure Web Browsing: A web browser is a primary tool for interacting with the internet and collecting significant amounts of data. Utilizing browser extensions like Protect My Choices and Ghostery can help control the data collected and block online behavioral advertising and tracking cookies.

Controlling Online Behavioral Advertising: Online behavioral advertising uses browsing history and data to distribute targeted ads. Opting out of services run by the Network Advertising Initiative (NAI) and Digital Advertising Alliance (DAA) can limit this type of data collection.

Handling Personal Information: Be cautious about sharing too much personal information online. Suggestions include:

• Removing personal details from social media
• Being wary of data transmitted on forums
• Securing email and social accounts with strong, unique passwords

Dealing with Data Brokers: Opting out of major data brokers' lists is essential in controlling the collection and distribution of consumer data.

While the digital age has brought numerous benefits, it has also introduced the complex challenge of managing digital exhaust. Understanding the principles of digital exhaust and employing proper tactics to prevent personal information from falling into the wrong hands significantly reduces the risks associated with an online presence.