🚚 Yandex Wants to Transfer Audience Data
Yandex has proposed a data-sharing scheme to online cinemas and social networks for transferring audience data to Mediascope, the authorized internet measurement body.
The company is ready to act as a third party, ensuring data protection through a two-layer encryption system.
The data would be encrypted sequentially by two independent intermediaries. Even if one link were compromised, the information could not be decrypted.
Yandex claims it would work only with anonymized IDs and would not have access to users’ names or phone numbers.
The company emphasizes that any market player could act as an intermediary.
However, industry experts remain skeptical. Many believe that the role of such an arbiter should be performed by a fully neutral entity, equally distant from all major IT giants.
