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Data portability faces a number of obstacles, however. Chief among them is the difficulty of moving many kinds of data. Although it is easy enough to transfer some basic data—such as one’s name, address, credit card information, and email address—it would be far harder to transfer all of a user’s metadata. Metadata includes likes, clicks, orders, searches, and so on. It is precisely these types of data that are valuable in targeted advertising. Not only is the ownership of this information unclear; the information itself is also heterogeneous and platform-specific. How exactly, for example, could a record of past Google searches be transferred to a new Facebook-like platform?Share
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