Imagine every time you scroll through your phone or make an online purchase, a digital profile of you is quietly being pieced together. Every click, like, and swipe isn’t just tracked; it’s analyzed, stored, and used to predict and influence your future actions. This is the world of the Internet of Behaviors (IoB), an evolving technology that could be shaping your online experience in ways you might not even be aware of.
But what is the Internet of Behaviors, and how much control does it really have over your decisions? More importantly, how can you take back control? Let’s explore these questions and find out what you can do to stay ahead.
What Is the Internet of Behaviors (IoB)?
The Internet of Behaviors (IoB) is the next frontier in data tracking. It builds on the Internet of Things (IoT), which connects physical devices—like your smartphone, smartwatch, or home assistant—to the Internet, gathering vast amounts of data. But IoB takes it a step further by using this data to predict, influence, and sometimes even alter your behavior.
If you’ve ever noticed that an online ad seems to know exactly what you’re thinking about buying, you’ve had a glimpse of the IoB at work. Through advanced AI and machine learning, the IoB collects and interprets your online actions—whether it’s how long you hover over a post, which videos you watch, or what products you add to your cart. From this, it builds a detailed profile of your habits, preferences, and behaviors, allowing companies to serve you hyper-personalized ads, content, and recommendations.
How Much Does IoB Control Our Actions?
On the surface, the IoB might seem like a helpful tool. It can tailor your shopping experience or suggest a movie you’ll likely enjoy. But underneath this convenience lies a deeper, less obvious influence on your choices. The IoB doesn’t just predict what you might want; it actively shapes the decisions you make.
For instance, consider how social media algorithms work. Platforms like Instagram, TikTok, and Facebook are designed to keep you engaged by showing content they know you’ll like. But how do they know? These platforms track your every move—how long you watch a video, what comments you interact with, and even what you hover over before scrolling. This data feeds into algorithms that refine what content appears in your feed, creating an echo chamber that reinforces your interests and beliefs.
The same happens in online shopping. When you browse for products, retailers use IoB-driven data to present items in a way that entices you to buy. Ever seen a “limited stock” notice or a “sale ends in an hour” banner? These psychological triggers are designed based on your previous behaviors to nudge you toward a purchase.
It’s not just about convenience—it’s about control. Over time, you might find that your online experience is increasingly dictated by invisible algorithms rather than your own free choices. In fact, ExpressVPN’s research on the IoB warns that this technology could go beyond recommendations, shaping opinions, influencing political choices, or even controlling access to services based on your online behavior.
Taking Back Control of Your Online Actions
While the IoB is a powerful tool, you don’t have to let it dictate your actions. There are ways to limit how much control it has over your life. Here are some steps you can take to regain control:
1. Lock Down Your Privacy Settings
Most apps and devices come with default settings that favor data collection. Take the time to dive into the privacy settings of your social media, shopping apps, and smart devices. Disable unnecessary tracking features like location access, microphone usage, and app activity. Social media platforms, for instance, allow you to control who sees your posts and how your data is shared with third-party services. Use these features to limit what information is available.
2. Use Privacy-Focused Tools
A simple way to minimize data tracking is by using tools designed to protect your privacy. A VPN can help anonymize your online activity by hiding your IP address and encrypting your internet connection. Similarly, browsers like DuckDuckGo or extensions like Privacy Badger block third-party tracking, preventing companies from building a detailed profile of your behavior.
3. Be Mindful of What You Share
The IoB thrives on data, and you control how much data is out there. Be selective about what personal information you share online. Avoid oversharing on social media, and be cautious of the permissions you grant to apps. The less data you provide, the harder it becomes for companies to track your behavior.
4. Stay Informed
Keep yourself updated on the privacy policies of the services you use. Often, companies offer opt-out options for certain types of data collection, but these can be buried in lengthy terms of service. Understanding your rights and the extent to which your data is being used is key to making informed decisions about your online presence.
5. Regularly Clean Up Your Digital Footprint
Check what online accounts you have and delete any that you no longer use. Scrub old posts or photos that might no longer reflect who you are today. A smaller digital footprint means less data for companies to collect and analyze.
Are You Ready to Take Control?
The Internet of Behaviors is already shaping our digital experiences in ways we don’t always notice. While it offers a more personalized and convenient online world, it also raises important questions about privacy and autonomy. How much of your digital life are you willing to hand over?
By understanding how the IoB works and taking proactive steps to protect your data, you can take back control of your online actions. It’s not about rejecting technology but rather using it on your own terms. The IoB may be here to stay, but how much it shapes your life is ultimately up to you.
Stay vigilant, stay informed, and most importantly—stay in control.