We live in a world where an individual’s privacy concerns are often addressed as an after thought. Before laying the foundation brick for NEXTA, we put an individual’s privacy in front of us. We then went on to build the product around that. As we grow in this journey, you will see this come up at various points.
A quick example: NEXTA gets no indirect access to any personally identifiable data of any individual. Any identifiable data that we do receive, comes to us directly from the individual. That data is not pseudonymized since unauthorised pseudonymization reversal of data is a real threat. Instead NEXTA uses technical measures like data obfuscation to protect an individual’s identifiable data. Pseudonymization of data might allow us to collect data for 1 purpose, and use it for another. Data obfuscation makes that difficult.
At a product level, this means that we cannot give any Advertiser the direct ability to run campaigns independent of banks. This limits our abilities to create impact (and earn revenue). However, that is the type of product decisions you take when you are a Privacy-by-Design company.