23andMe’s Potential Sale: Protecting Your Metadata

As 23andMe faces mounting financial challenges, its future is uncertain, with speculation swirling around a potential sale. While most attention is focused on the genetic data the company has collected from 15 million users, there’s another layer to this story that often goes unnoticed: metadata. In fact, metadata may be just as valuable—if not more—than the genetic information itself.

As the company contemplates its next steps, the question becomes: What will happen to the metadata they’ve collected? More importantly, how can individuals protect themselves from companies profiting off their data without consent or awareness?

What Is Metadata and Why Does It Matter?

Metadata, often described as “data about data,” might seem insignificant at first glance. In the context of 23andMe, it includes information like how frequently users access their reports, what traits they explore, or which sections of the website they interact with the most. This may not seem as personal as your actual genetic data, but it paints an incredibly detailed picture of your interests, behaviors, and even your health concerns.

For companies like 23andMe, metadata offers valuable insight into consumer behavior and preferences. It can be used to target advertising, develop new products, or even be sold to third parties looking to capitalize on the information. The real issue is that consumers often don’t realize just how much metadata is being collected or how it’s being used to generate profit.

The Profit Potential of Metadata

Why is metadata so valuable? Because it’s highly predictive. A company doesn’t need access to your full genetic report to learn a lot about you. Metadata reveals patterns: how often you check for health updates, which genetic traits you’ve researched, and what time of day you tend to access your reports. These details help companies predict your future behavior and can be sold to advertisers or health companies eager to market products to you.

As 23andMe teeters on the brink of selling its assets, it’s not just your DNA they may sell—it’s the metadata tied to your profile. This could lead to companies making substantial profits off of your activity without you ever seeing a dime.

Why Securing Your Metadata is Essential

Many people understand the importance of protecting their personal data, but fewer are aware of the need to secure their metadata. While it might seem less personal than your DNA, metadata can be just as revealing. If you don’t take control of your metadata, companies could sell this information, profit from it, and potentially expose you to privacy risks.

In the case of 23andMe, the sale of such metadata might be inevitable as the company seeks ways to stabilize its finances. For users, this raises an important question: How can we protect ourselves from having companies exploit our metadata for profit?

Here are a few tips for safeguarding your metadata:

• Limit Data Sharing: Be mindful of what services you sign up for and what permissions you grant. The more platforms have access to your data, the more metadata is generated about you.
• Read Privacy Policies: It’s tedious, but knowing how your data is collected and used is critical. If a company has vague terms about data usage, consider it a red flag.
• Use Tools to Block Tracking: Certain tools, like privacy-focused browsers or apps, can help limit the amount of metadata that’s collected about your online behavior.
• Ask Questions: Don’t be afraid to inquire about how your data, especially metadata, is being used and whether it’s being shared or sold.

The Takeaway

As 23andMe faces an uncertain future, it’s important to remember that your data—both genetic and metadata—holds immense value. Whether the company remains afloat or is sold off, the information it has collected will likely be a key bargaining chip. Protecting your metadata is not just about privacy; it’s about ensuring that you, not big corporations, are the one benefiting from your data.

Where data drives profit, it’s essential to be vigilant about who has access to your metadata and how it’s being used. As 23andMe’s struggles highlight, the business of data is lucrative—and as consumers, we need to be aware of what’s at stake.