With the announcement today that Adobe is acquiring Omniture, one of the largest web analytics firms -- something occurred to me. This is probably obvious to most, but the move to cloud based services has some pretty big potential ramifications when it comes to privacy and risks in unknowingly agreeing to the use of your private information being data mined. The Adobe Omniture deal makes this very apparent. More then ever, your privacy is becoming an illusion.
For some applications, such this blog or even some social networking application the idea of giving away some personal information doesn't appear to be a problem for most. Think of a targeted ad in facebook or a Google search. But what about when it comes to other more "grey" areas such as a cloud based document / content management system, email or CRM or other various business applications. The idea of unknowingly giving way personal information becomes a horrifying thought. Making it worse, you may never even realize it's happening. And who can blame you for being scared, I don't have time to read 50 page terms of usage and other various click wrapped user agreements.
So my question; is the Omniture deal just the tip of the privacy iceberg, and if so, how can we steer clear of any potential problems today?