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4/16/2018 How Pizza Night Can Cost More in Data Than Dollars

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How Pizza Night Can Cost

More in Data Than Dollars
Even a low-key evening at home can mean handing over a trove of personal
information to high-tech companies

By Stephanie Stamm (, Tripp Mickle ( and

Jessica Kuronen (
Published April 10, 2018 at 5 30 a.m. ET

The smartphones, Facebook accounts and other technology products deeply

embedded in modern life help people get more things done every day. They
also gather more information about us than we often realize.

But Facebook's crisis over how it handles and protects user data
committee-on-april-11-1522844990) has led some to ask: What data am I
giving up?

Imagine “Sally” sets up a pizza-and-movie night with her friend “Kristen.”

The Wall Street Journal reviewed privacy statements to assess just how
much data could be unknowingly shared on top of the price of that pepperoni

The Plan
Sally pulls out her iPhone X and
exchanges some texts with Kristen. 1/8
4/16/2018 How Pizza Night Can Cost More in Data Than Dollars

Sally and Kristen are using Apple

iMessage to text. The messages are
encrypted, so that Apple never sees
the words exchanged.

As messages are sent, Apple

captures and analyzes anonymous
metadata, such as time stamps, so it
can be used to ensure servers have
suf icient bandwidth for future
traf ic, for example.

End-to-end encrypted text
iMessage address information
Anonymized time stamps
Anonymized message routing information

The Order
As Kristen cleans up her apartment,
she turns to her Amazon Echo:
“Alexa, open Domino's and place an

The Domino's app installed on the

Echo pulls up Kristen’s stored credit-
card information. "Do you want to
use your Visa ending in 1234?”
Alexa asks.

The stored credit-card information

is used to complete the pizza
purchase. Alexa also logs the
interaction, and Domino’s creates a
transcript of what she said.


Voice characteristics Interaction history
Content of request Type of Echo device
Payment and billing information Last four digits of credit card

Type of pizza ordered DOMINO'S

Quantity of order Transcript of what she said
Hardware settings
Operating system
Performance statistics 2/8
4/16/2018 How Pizza Night Can Cost More in Data Than Dollars

The Trip
Sally jumps in her car and pulls up
Google Maps on her iPhone to get
directions to Kristen’s place. The app
uses iPhone sensors to determine
her location as she travels, tapping
into the accelerometer for speed
and the gyroscope for direction.

Google collects anonymous bits of

data on her speed and location, as
well as that of nearby drivers, to
detect if there’s heavy traf ic.


Address of her destination Speed
Location Cardinal direction of travel
Device type (iPhone X)
IP address assigned to device
Closest Wi-Fi routers
Closest cell towers

The Sel ie
Sally and Kristen haven’t hung out
in forever, so Sally suggests taking a
sel ie.

After Sally uploads the photo to

Facebook, the app suggests she tag
Kristen based on its facial-
recognition system, which Kristen
has given permission to use
groups- ile-ftc-complaint-against-

Facebook could collect Sally’s

location based on the IP address
used to upload the photo, which it
could use to suggest local events
that might interest her or show her
ads targeted at people near a
speci ic place. Its system also
analyzes the photo as it does with
all images to make sure there’s no
inappropriate content.

4/16/2018 How Pizza Night Can Cost More in Data Than Dollars
Uploaded photo Photo analysis
Text submitted with photo Location of the photo (if included in metadata)
Facial recognition Date
Type of device (iPhone X)
Device ID
Device operating system
Battery level
Signal strength
Bluetooth signal
Connection speed
Available storage
App and ile names and types
Nearby Wi-Fi beacons and cell towers
Nearby devices such as a TV for phone-to-TV
Time zone
Mobile operator or internet service provider
IP address
Time, frequency and duration of activities
Hardware version
Software version

The Movie
Kristen turns on her Apple TV and
searches for “Wonder Woman.”
They purchase the movie. Apple
could later suggest other movies
Kristen should buy, such as “Batman
v Superman: Dawn of Justice.” By
default, Apple o ers personalized
recommendations, but users can
turn o that setting.

In the process, Apple checks

Kristen’s Apple ID and charges her
stored credit-card information. It
also uses internet-bandwidth
information to make sure the movie
downloads at the appropriate


Movie selected Internet bandwidth information
Apple ID Purchase history
Credit card information 4/8
4/16/2018 How Pizza Night Can Cost More in Data Than Dollars

The Cost in Data

Sally and Kristen potentially gave up at least 53 pieces of information
together. The data detailed in the scenario reflect information the companies
could collect according to their privacy statements, terms of service and
related documents.

Apple, Amazon, Google, Facebook Data points collected in this scenario

and Domino’s privacy policies 15 are user-provided (28%)
collectively total 76,069 words. At 23 items
come from
an average reading speed of 250 Facebook

words a minute, it would take

someone more than five hours to
read all the policies reviewed for
38 are company-collected (72%)
Sally and Kristen’s scenario.

"Users have lost sight of what they give up and that's through no fault of
their own,” said Gennie Gebhart, a researcher at the Electronic Frontier
Foundation, a digital civil liberties group.

The companies generally handle data differently and use them for different
reasons. Apple, for example, often disassociates information from users and
uses it primarily to improve devices. Facebook and Google primarily use data
to improve services and support their advertising businesses.

What Else Is in the Privacy Policies

The information handed over by Sally and Kristen are only a few of the pieces of data the biggest tech companies have the
ability to collect, according to their privacy policies. Below is a list of some, but not all, of the kinds of data that could be

User-Provided Data Company-Collected Data


ENTERING INFORMATION ON WEBSITE Name Phone Number Mailing Address Credit Card Information

People's Names to Whom Purchases Have Been Shipped People's Addresses to Whom Purchases Have Been Shipped

People's Phone Numbers to Whom Purchases Have Been Shipped Friend's Email Addresses Content of Reviews

Content of Emails to the Company ‘Your Pro ile’ Personal Description ‘Your Pro ile’ Photograph Social Security Number

Driver's License Number Login Email Address Password Purchase History Products Viewed, Searched For IP Address

Time Zone Browser Type Browser Version Browser Plugins Operating System Clickstream Data

Phone Number Used to Call Company Opened an Email From Company Page Response Times Download Errors Length of Visits

Page Interaction (Scrolls, Clicks, Mouse-Overs) Methods Used to Browse Away From Page APP USE Location Device Identi iers

ALEXA SPECIFIC Name Phone Number Contact Details To-Do, Shopping Lists Music Playlists

Default Payment Information Default Shipping Information Voice Characteristics Mobile Phone Contacts, If Imported

Content of Requests Interaction History Types of Purchases Zip Code If You Ask For Weather 'Skill' Custom Music Stations

Auxiliary Product Information Smart Home Device Type Smart Home Device Name Smart Home Device Features

Smart Home Device Status Smart Home Device Network Connectivity Smart Home Device Location Voice Messages

Contact Communicated With the Most


“Our privacy notice describes what information we collect and how we use it. We never sell our
customers’ personal information. We encrypt data in transit and at rest, as well as o er customer
the ability to turn on multi-factor authentication.” 5/8
4/16/2018 How Pizza Night Can Cost More in Data Than Dollars


CREATE APPLE ID, MAKE PURCHASE, ETC. Name Mailing Address Phone Number Email Address Contact Preferences

Credit Card Information Date of Birth USE OF SERVICE DEVICE Location Occupation App Store Activities

Services Search Queries Phone Carrier Language Country Zip Code Area Code Operating System Browser Type

Internet Service Provider Referrer URL Unique Device Identi ier Time Zone IP Address Opened an Email From Apple

Friend or Family Names Friend or Family Mailing Address Friend or Family Emails Friend or Family Phone Numbers APPLE MEDIA

SERVICES Home Country Payment Method Apple ID Device Activity Location Usage


The company doesn’t believe companies should build detailed pro iles of customers. It often
disassociates information from users and uses it to improve the devices it sells but doesn’t sell
personal information to advertisers.


REGISTERED USER Name Mailing Address Phone Number Email Address Billing Information Areas of Interest

Product Usage Credit Card Information Password TRANSACTIONS Location Nature of Purchase Quantity of Purchase

Price of Purchase Transcript of Words Spoken Individuals, Entities Communicated With For Transaction USING THE SERVICE

Secondary Communications, Background Noise Device Identi ier Device Type Operating System Browser Type

Hardware Settings Performance Statistics Server Name IP Address Internet Service Provider General Geographic Information

Date and Time Site Accessed Pages Accessed Within Site or App Referral URL Exit URL Transaction History Installed Fonts

Javascript Objects Content of Social Media Post If Using Domino's Hashtag


“Any customer information we collect in a digital order is used to ful ill the order or to improve the
customer experience.”


USING THE SERVICE Name Email Address Shared Content Viewed Content Type of Content Engaged With

Content Commented On Messages and Communications With Others Connections to Friends, Groups, Accounts and Hashtags

Life Events Religious Views Political Views Who You Are "Interested In" Health Racial or Ethnic Origin Philosophical Beliefs

Trade Union Membership Address Book ("If You Choose To Upload, Sync or Import It")

Call Log ("If You Choose To Upload, Sync or Import It") SMS Log History ("If You Choose To Upload, Sync or Import It") Contact Details

Payment Information Shipping Information Mobile Phone Number Precise Device Location Uploaded Photos, Videos

Facial Recognition Device Settings Messenger Communication Actions on Facebook

Interactions With Friends, Groups, Accounts and Hashtags Features Used When You're Using Facebook Products

When You Last Used Facebook Products Location of a Photo (like metadata) Date Time, Frequency and Duration of Activities

Operating System Hardware Version Software Version Battery Level Signal Strength Available Storage Browser Type

App and File Names and Types Plugins Device Behavior (Mouse Movements, Windows in Foreground or Background) Device ID

Device You Use Bluetooth Signal Nearby Wi-Fi, Beacons and Cell Towers Mobile Operator Internet Service Provider Language

Time Zone IP Address Connection Speed Nearby Devices Such as a TV for Phone-to-tv Streaming Purchases Donations

Services Used Activity O Facebook Including Websites Visited, Purchases Made, Ads Viewed and Services Used 6/8
4/16/2018 How Pizza Night Can Cost More in Data Than Dollars

Online and Of line Actions From Third-Party Data Providers Instagram Activity Where You Live Places You Go

Businesses You're Near People You're Near Events Attended Friends' Comments About You Friends' Messages To You

Friends' Contact Information For You Friends' Photos of You Facebook Search Queries


“We’ve heard loud and clear that privacy settings and other important tools are too hard to ind, and
that we must do more to keep people informed.”


SIGN UP FOR ACCOUNT Name Password Login Email Address Phone Number ‘Your Pro ile’ Photo Gender

Date of Birth Country USING THE SERVICE Language Preferences Analysis of Interactions with Google Services

Credit Card Information Contacts Reviews You Write Comments You Post Location Location History Map Searches

Traveling Speed Direction of Travel Voice Search Content Photo and Video Uploads Date and Time Photos, Videos Taken

Location Information of Photos, Videos Age (con irmed through credit card transaction) Browsing History Date and Time of Query

Search History Frequency of Visits Ads Viewed, Engaged Categories Interested In Gmail Messages Gchat Messages

Facial Recognition Google Drive Content (i.e. docs) YouTube Watch History Calling-Party Phone Number Forwarding Numbers

Call History Recorded Conversations Time and Date of Calls Voicemail Messages Voicemail Greetings Duration of Calls

Types of Calls SMS Routing Information IP Address Mobile Network Information Operating System Hardware Model

Device Identi iers Hardware Settings Crash Report Browser Type Bookmarks Installed Extensions Open Browser Tabs

Referrer URL Calendar Events Login Locations Date and Time of Request Contacts Shared With the Most

Linked IP Addresses to URLs Visited Record of Website Downloads Strength of Wi-Fi or Cell Signal


“In order to make the privacy choices that are right for them, it's essential that people can
understand and control their Google data. Over the years, we've developed tools like My Account
expressly for this purpose, and we'd encourage everyone to review it regularly.”

Related: Apple, Amazon and Google Also Are Bracing for Privacy Regulations

Methodology: Wall Street Journal analysis of privacy and data collection policies from Inc.
( 1B2BDAD4 7ACF-
4D7A 8608 CBA6EA897FD3__SECTION_87C837F9CCD84769B4AE2BEB14AF4F01) (including their
Conditions of Use ( and
Alexa ( policies.),
Apple Inc. ( (including Apple Media Services
( and iOS Security
(, Domino’s Pizza Inc.
( (including their Terms of Use
(, Facebook Inc.
( (including their Terms of Service
( and How Facial Recognition Works
(, and Alphabet Inc.'s Google
( (including a separate policy for key terms
( Word count was generated from the
preceding links.

In the "Picking Apart Privacy Policies" section, Domino's Pizza Inc. data applies to the Domino's Pizza
website, mobile website, applications and third party devices accessed through Domino's AnyWare
platform. 7/8
4/16/2018 How Pizza Night Can Cost More in Data Than Dollars
Credits: Laura Stevens ( and Doug MacMillan
( contributed to this article.

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