Is Facebook Really Scarier Than Google?

Although I suppose there could be a certain exclusivity and elite aspect to such a network, similar to how Facebook differentiated itself with exclusivity by only being available at universities in the beginning. A network that markets itself as both for higher class people willing to pay monthly and free of ads/tracking.

1. You visit a page with some Google ad at home.

2. Someone else at home visits another page with some Google ad.

3. Your browsers make the request through the same IP address, marking you as potential acquaintances.

With the frequency of this happening, they can put weights on the edges to mark how closely you are related to that other person. And since they can, they will. Otherwise, it would be the loss of this great opportunity for them.

I don't see Google being any less manipulative than Facebook, with all the capable tools they have now. They are ever-present, can track you almost regardless where you visit (ads and analytics), they can gather information about your profile/network, and most importantly, they curate the information presented to you (search and ads).

I know this because we used to do lots of Facebook apps/games and back then, once someone gave you access to their information, you could get all their friends and all their information and recursively pull down most of the social graph for public information. Most games were just using it for friend names, if they played the games, invites and competing with friends but there were bad apple apps out there harvesting it all down. The facebook app revolution was partly due to the data element and was open for many years.

It always surprised me how much data could be pulled, it is part of the reason Zynga was so effective as well and attracted some oligarch money. Part of the reason Facebook started locking it down is game/apps were getting more adept at pulling all data and Facebook was scared someone would become a social graph competitor, so they locked it down mainly for their own needs not really privacy.

Who knows if Cambridge Analytica had extra access beyond that to get to profiles that weren't public, but most profiles were public by default back then and people only put information online that they wanted to share publicly without as much expectation of privacy. Over time people for some reason started to trust that Facebook was protecting their data but still had the friend permissions access hole.

Back in the late 90s and early 00s people were very against sharing any real info on the web with sites previous to and like Facebook, it slowly changed as the appearance of privacy was added but truly it was still wide open if even one of your friends gave access to the app until Facebook v2 OpenGraph. With the OpenGraph v2 friend lockdown changes, you could only get a friend ref id only available to your one app that wasn't their actual facebook id and was different per app, and you could send them an invite but not pull their data until they agreed which it should have been all along.

After that change it was an era of tons of invites on Facebook and companies like Zynga threatened to leave and did try to build their own, it also shut down many Facebook game companies that could no longer get the numbers, many moved to mobile that was still wide open. Zynga was given special privileges by Facebook for a while due to this where others didn't have that access, others may have also had those special privileges. Facebook transition to mobile took a long time and some people even thought Facebook wouldn't be able to make the leap. At that time, the app/game companies on Facebook considered it Facebook killing the viral nature of some of those apps/games which was ultimately good. It was a huge mistake for Facebook not to separate app/gaming from your personal info and friends but that was the product then, they should have allowed people to setup app/gaming profiles that other app/gamer users could friend each other and not pollute your main friends list and pull all your social graph data. Games were a bit of a trojan into your social graph due to the setup back then.

It is possible that Cambridge Analytica had other access to non public data but as I mentioned, most data was public by default then and in a way CA was late to the game, many companies probably had people internally that could pull it down and possibly even from data centers, Facebook eventually built their own data centers. Then there is the whole side where the NSA had any access they wanted or needed as well to both public and private data, who knows if that was exploited or not. Cambridge Analytica used their data for nefarious purposes against the ToS of Facebook but that was bound to happen because it was the move fast days and security was an afterthought. In theory you could still have a network of apps that combine to get people to give you access to their data and friends approve it as well but most of that has moved to mobile rather than facebook apps as that is easier on mobile now and people moved there including Facebook themselves.

Really this whole adventure was spurred by the Web 2.0 era that people were being social and sharing more online and it was democracy online, more public, previous to that it was very limited. Web 2.0 launched this site, reddit, Facebook, Google social products, comment systems etc. So I think there was a temporary time where it was the Wild West of data mining and people sharing more than they should with the expectation of privacy because Facebook was a walled garden and people thought it made their data safer. Turns out that was not the case if they didn't specifically mark it private.

Many of these issues still affect mobile but that is getting better, however the Facebook apps probably pull more from mobile to build the social graph than they ever could on the web including calls, audio and other things that mobile allows you to do as it is native and not sandboxed like the web. Sandboxing via web browsers was huge back in the day because people were so worried about their private data and hacking, that went away for a while, Web 2.0 happened, mobile happened, data was misused, now it will tighten to more private/permissions again and has been for the last few years. Ultimately people knowing that data you put online or when you use apps isn't private is probably a good thing as the good that will come of all this. We might get to a right to your own data Bill of Rights amendment or similar one day.

Ultimately Facebook was not necessarily nefarious in this, companies like Cambridge Analytica that exploited Web 2.0/mobile and social networks to use that data against you, rather than just serve up ads, is where things went too far and thus the backlash. Facebook since v2 OpenGraph has been privacy/security conscious both for them to protect the social graph data and to create trust in users.

Now ISPs are getting in the game with removing privacy protections with their new law and they don't care about consumer trust as much, that is the scary one.

But yes, my setup is something I don’t expect most people to build for themselves – instead I’d hope that NAS vendors would include similar functionality, and people would start using those instead.