We live in a corrupted system. The way to tackle corruption is to first acknowledge it exists. Only then is it possible to come up with ways of dealing with it, but don't make the mistake of believing the system can or will uncorrupt itself.

Safe and Secure in the Cloud

We looked at the centralisation of the internet and why this is not a good thing way back in 2021, and of course The Great Consolidation hasn’t relented for a moment. With the largest Governments and international Governance organisations with infinitely deep pockets happy to pour taxpayers money into these Big Tech behemoths’ already inflated coffers, the idea of “you’ll own nothing and be happy” extends further and further into all aspects of life, but none more-so than the hoovering up of more and more of our data, for our security and convenience of course.

Every tech company is now urging us relentlessly to sign up to this and that, offering free or cheap online storage, send your backups, documents, images, video, audio and biometric data “to the cloud”, you know it makes sense.

From a privacy perspective this has always been a major issue, and by now even the most credulous, non-conspiracy-theorist types acknowledge that devices listen to us, adverts follow us around the internet and big tech companies know far too much about most of us.

But it’s just so convenient, and our data is safe, right? After all, it’s in the privacy policies of all these companies that our data is safe and secure, right? Obviously we all read every word of these policies that seem to be changing every week as these companies find new ways to improve transparency, make their policies clearer and easier to understand etc. etc. I recently set aside a week to go through Spotify’s policy and list of “partners”…

It’s super-lucky that Spotify “cares” so much about our privacy, or I might be concerned about my data being shared with over 700 other companies. Here is the list as of today, 17th June 2024:

  • 152 Media LLC
  • 1plusX AG
  • 2KDirect, Inc. (dba iPromote)
  • 33Across
  • 6Sense Insights, Inc.
  • A Million Ads
  • A.Mob
  • AA INTERNET-MEDIA Ltd
  • Aarki, Inc.
  • Accorp Sp. z o.o.
  • AccountInsight Ltd
  • Active Agent (Virtual Minds GmbH)
  • ACTV8, Inc.
  • AcuityAds Inc.
  • Ad Alliance GmbH
  • ad6media
  • Adasta Media S.r.l.
  • adbalancer Werbeagentur GmbH
  • adbility media GmbH
  • AddApptr GmbH
  • AdDefend GmbH
  • AdElement Media Solutions Pvt Ltd
  • Aderize, Inc.
  • Adex (Virtual Minds GmbH)
  • Adform A/S
  • AdGear Technologies, Inc.
  • Adhese
  • adhood.com
  • Adikteev
  • AdInMo LTD
  • ADITION (Virtual Minds GmbH)
  • Adjust Digital A/S
  • Adkernel LLC
  • Adlane LTD
  • Adloox SA
  • ADMAN – Phaistos Networks, S.A.
  • ADman Interactive SLU
  • ADMAX
  • Admixer EU GmbH
  • Admo.tv (Clickon)
  • Adnami Aps
  • ADNOW I RENODO MEDIA LTD
  • Adnuntius AS
  • Adobe Advertising Cloud
  • Adobe Audience Manager, Adobe Experience Platform
  • Adpone SL
  • adQuery
  • ADRENALEAD
  • Adrino Mobile Sp. z o.o.
  • adrule mobile GmbH
  • Ads Interactive Ltd.
  • Adserve.zone / Adserve AS
  • AdServing Factory srl
  • ADSOCY
  • Adsolutions BV
  • AdSpirit GmbH
  • adsquare GmbH
  • ADSTOURS SAS
  • AdsWizz Inc.
  • Adsyield Inc
  • Adtarget Teknoloji A.S.
  • Adtelligent Inc.
  • AdTheorent, Inc
  • AdTiming Technology Company Limited
  • Adtriba GmbH
  • ADTTRIBUTION Inc
  • ADUX
  • advanced store GmbH
  • ADventori SAS
  • Adverticum cPlc.
  • Advisible AB
  • ADWAYS SAS
  • adWMG
  • Adxperience SAS
  • ADYOULIKE SA
  • Affinity Global GmbH
  • Agate Systems Limited
  • AIDEM Technologies LTD
  • AirGrid (An MiQ Company)
  • AlgoriX Technology Pte. Ltd.,
  • Alkimi
  • Alliance Gravity Data Media
  • AllMediaDesk GmbH
  • Alphonso Inc.
  • Amazon Ad Server
  • Amazon Advertising
  • Amnet GmbH
  • Amplified IntelligenceTechnologies
  • Annonsera SUNT AB
  • Anonymised
  • AntVoice
  • Anzu Virtual Reality LTD
  • Apester Ltd
  • Appier PTE Ltd
  • Appstock LTD.
  • Appush Technologies
  • Arago
  • ArcSpan Technologies, Inc.
  • Arcspire Limited
  • Arkeero
  • ARMIS SAS
  • Arpeely Ltd.
  • ArtChaos s.r.o.
  • Artefact Deutschland GmbH
  • Aryel s.r.l
  • Ask Locala
  • Audience Network
  • Audience Solutions S.A.
  • AudienceProject A/S
  • Audiencerate LTD
  • AudienceRun corp
  • Audienzz AG
  • AUDIOMOB LTD
  • Audion
  • Automattic Ads
  • Avantis Video Ltd
  • AWIN AG
  • Axel Springer Teaser Ad GmbH
  • Azerion Holding B.V.
  • Azira
  • B2B Media Group GmbH
  • Bababam
  • Baidu USA
  • bam! interactive marketing GmbH
  • Bannerflow AB
  • Bannernow, Inc.
  • Basis Global Technologies, Inc.
  • BCOVERY SAS
  • BeeswaxIO Corporation
  • BEINTOO SPA
  • belboon GmbH
  • BeOp
  • Bertelsmann Data Service GmbH
  • Better Ads GmbH
  • Better Collective A/S
  • Between Exchange
  • BidBerry SRL
  • BidMachine Inc.
  • Bidmatic Inc
  • BIDSWITCH GmbH
  • Bidtellect, Inc
  • BidTheatre AB
  • BILENDI SA
  • Blendee srl
  • BLIINK SAS
  • Blis Global Limited
  • Blockthrough, Inc.
  • Blue
  • Blue Media Services LTDA
  • Bmind a Sales Maker Company, S.L.
  • Boldwin LTD
  • Bombora Inc.
  • Bootleg Digital LTD
  • BotTalk UG (haftungsbeschränkt)
  • Brand Advance Ltd
  • Brand Metrics Sweden AB
  • Brandhouse/Subsero A/S
  • Brave People Ltd.
  • Brid Video Doo
  • Browsi
  • BSmartData GmbH
  • Businessclick Sp. z o.o.
  • C Wire AG
  • Captify Technologies Limited
  • Caroda s.r.o.
  • CASTOOLA D.O.O.
  • Cavai AS
  • Celtra Inc.
  • Channel Pilot Solutions GmbH
  • Channel99, Inc.
  • CHEQ AI TECHNOLOGIES
  • Cint AB
  • CITISERVI EUROPE, S.L.
  • Claritas LLC
  • CleverPush GmbH
  • Clickagy LLC
  • Clinch Labs LTD
  • Clipcentric, Inc.
  • Clipr
  • Cloud Technologies S.A.
  • Cluep Inc.
  • CMI Marketing, Inc. d/b/a Raptive
  • CND Motion Media GmbH
  • Comcast International France SAS/FreeWheel Media, Inc.
  • Commanders Act
  • communicationAds GmbH & Co. KG
  • Comscore B.V.
  • Confiant Inc.
  • congstar GmbH
  • Connatix Native Exchange Inc.
  • ConnectAd Demand GmbH
  • Contact Impact GmbH/Axel Springer Teaser Ad GmbH
  • Content Ignite
  • Converge-Digital
  • Covatic Ltd
  • Creatopy INC
  • Crimtan Holdings Limited
  • Criteo SA
  • crossvertise GmbH
  • Czech Publisher Exchange z.s.p.o.
  • Dailymotion Video Player
  • Dando online LTD
  • Dataseat Ltd
  • DataWave LTD
  • dataXtrade GmbH
  • Decentralised Advertising Limited
  • DEFINE MEDIA GMBH
  • Delta Projects AB
  • Demandbase, Inc.
  • Dentsu A/S
  • Dentsu Italia SpA
  • Dentsu UK Limited
  • Dianomi PLC
  • Digital Brain Nordic AB
  • DIGITAL SQUAD
  • digitalAudience B.V.
  • DIGITEKA Technologies
  • Discover-Tech ltd
  • Disqus
  • DistroScale, Inc.
  • Doceree UK Limited
  • DoubleVerify Inc.​
  • dpa-infocom GmbH
  • DrivenIQ Corporation
  • DT Exchange (Fyber Monetization Ltd.)
  • Duration Media, LLC.
  • Dynamic 1001 GmbH
  • Dynata LLC
  • EASY Marketing GmbH
  • EASYmedia GmbH
  • eBay Inc
  • EDGE NPD Sp. z o.o.
  • Edge226 Ltd
  • Effiliation / Effinity
  • eLabz SRL
  • eMarketingSolutions, Online Marketing S.L.
  • EMBRACE Systems GmbH
  • Emerse Sverige AB
  • emetriq GmbH
  • Empower AdTech
  • Ensighten
  • Epom Ltd.
  • Epsilon
  • Equativ
  • Eskimi
  • esome advertising technologies gmbh
  • ETARGET SE
  • Eulerian Technologies
  • Euvic 360e-com Sp. z o.o.
  • Evolution Technologies Inc.
  • Evorra Ltd
  • EX.CO Technologies Ltd
  • Exactag GmbH
  • EXADS
  • Exceed Solutions GmbH
  • Exit Bee Limited
  • EXOCLICK, S.L.
  • Experian LTD
  • Exponential Interactive, Inc d/b/a VDX.tv
  • Extreme Reach, Inc
  • Eyeota Pte Ltd
  • Ezoic Inc.
  • Factor Eleven GmbH
  • Fandom, Inc.
  • FeedAd GmbH
  • Feeltapmedia Limited
  • Fifty Technology Limited
  • FireArc Technologies Ltd
  • First-id
  • Firstlead GmbH (ADCELL)
  • Flashtalking
  • Flexoffers.com, LLC
  • Flyads OÜ
  • Footballco Media Limited
  • Foreshadow s.r.o
  • Frameplay Corporation
  • fraud0 GmbH
  • FRVR Limited
  • FUNKE Digital GmbH
  • Gadsme
  • Gamesight Inc
  • Gamoshi Ltd
  • Gemius SA
  • Genius Sports UK Limited
  • GeoEdge
  • GeoProve Limited
  • GfK GmbH
  • giosg.com Oy
  • Global Media Group Services Limited
  • GlobalWebIndex
  • glomex GmbH
  • Glui Inc
  • Go.pl sp. z o.o.
  • Goldbach Group AG
  • Golden Bees
  • Good-Loop Ltd
  • Google Advertising Products
  • GP One GmbH
  • Greenbids
  • Groupe Canal
  • GroupM UK Limited
  • GumGum, Inc.
  • Happydemics
  • Hashtag Labs Inc.
  • Havas Media (Artemis Alliance S.L.U.)
  • Hearts and Science München GmbH
  • Hillside (Sports) GP Limited
  • Hivestack Inc.
  • Holid AB
  • Hubvisor
  • HUMAN
  • Hurra Communications GmbH
  • Hybrid Adtech GmbH
  • Hybrid Theory Global Ltd
  • hyScore.io GmbH
  • I.R.V. D.O.O.
  • ID5 Technology Ltd
  • ID-CLICK MEDIA / CASANEO
  • Ideal Media US Inc.
  • IDG Communications, Inc. dba Foundry
  • impact.com
  • Impactify SARL
  • Improve Digital
  • Index Exchange Inc.
  • INFINIA MOBILE S.L.
  • Infolinks Media, LLC
  • INFOnline GmbH
  • Ingenious Technologies AG
  • INIS sp. zo.o.
  • InMobi Pte Ltd
  • INNITY
  • Innovid LLC
  • Inskin Media LTD
  • InsurAds Technologies SA.
  • Integral Ad Science (incorporating ADmantX)
  • Intercept Interactive Inc. dba Undertone
  • INVIBES GROUP
  • INVIDI technologies AB
  • IPONWEB GmbH
  • iPROM
  • iProspect GmbH
  • IPSOS MORI UK LTD
  • IQM CORPORATION
  • Italiaonline S.p.A.
  • ividence
  • IVO Media Ltd
  • Jaduda GmbH
  • Jetpack Digital LLC
  • Jivox Corporation
  • Justpremium BV
  • Justtag Sp. z o.o.
  • Kairos Fire
  • Kameleoon SAS
  • Kamino Retail
  • Kargo Global Inc.
  • Keymantics
  • Kindred Soul Ltd
  • Kiosked Ltd
  • Knorex
  • KÖNIGSTEINER digital GmbH
  • Konodrac S.L.
  • Kubient Inc.
  • Kueez Entertainment Ltd.
  • KUPONA GmbH
  • Kwanko
  • lead alliance GmbH
  • Leadoo Marketing Technologies Ltd
  • LightBoxTV
  • LinkedIn Ireland Unlimited Company
  • LiquidM Technology GmbH
  • Listonic Sp. z o.o.
  • Little Big Data sp. z o.o.
  • Live Data Solutions SL
  • LiveIntent Inc.
  • LiveRamp
  • Livewrapped AB
  • Localsensor B.V.
  • Longtail Ad Solutions, Inc dba JW Player
  • Loop Now Technologies Inc.
  • LoopMe Limited
  • Lotame Solutions, Inc
  • Lucid Holdings, LLC
  • Lumen Research Limited
  • Luna Media Group LLC
  • M.D. Primis Technologies Ltd.
  • M32 Connect Inc
  • MADINAD PC
  • Madington
  • Madison Logic, Inc.
  • MADVERTISE MEDIA
  • Magnite CTV, Inc.
  • Magnite, Inc.
  • Magnite, Inc. (Carbon AI Limited)
  • mainADV Srl
  • Marfeel Solutions, SL
  • Marfeel Solutions, SL (Compass)
  • MARKETPERF CORP
  • Mars Media Group
  • MEDIA FORCE COMMUNICATIONS (2007) LTD
  • Media Square
  • Media.net Advertising FZ-LLC
  • Media16 ltd
  • MEDIAMETRIE
  • Media-Micro-Census GmbH
  • MEDIARITHMICS SAS
  • Mediasmart Mobile S.L.
  • Mediavine, Inc.
  • MEDIAWAYSS Sp. z o.o.
  • Memob Plus FZ LLC
  • MGID Inc.
  • Microsoft Advertising
  • Mindlytix SAS
  • MindTake Research GmbH
  • MiQ Digital Ltd
  • Mirando GmbH & Co KG
  • Mobfox US LLC
  • Mobilewalla, Inc.
  • Mobility-Ads GmbH
  • Mobkoi Ltd
  • Mobsuccess
  • Moloco, Inc.
  • Momento, Inc.
  • Monet Engine Inc
  • MOOT TECHNOLOGY LTD
  • MyTraffic
  • N.Rich Technologies Inc.
  • Natív Hirdetés Korlátolt Felelősségű Társaság
  • Nativery Srl
  • Nativo, Inc.
  • NBCUniversal Media LLC
  • NC Audience Exchange, LLC
  • Near Intelligence Pte. Ltd.
  • NEORY GmbH
  • Netpoint Media GmbH
  • netzeffekt GmbH
  • NEURAL.ONE
  • Neustar, Inc., a TransUnion company
  • NEXD
  • Next Media SRL
  • Next Millennium Media INC
  • NEXTCHANCE MULTIMARTKS, S.L.
  • NextRoll, Inc.
  • Nexx360
  • Nexxen Group LLC
  • Nexxen Inc.
  • Nielsen International SA
  • Nielsen Media Research Ltd.
  • Njuice AB
  • NoBid, Inc.
  • Norstat AS
  • Notify
  • Novatiq limited
  • Nubo LTD
  • NumberEight Technologies Ltd
  • Numberly
  • Objective Partners BV
  • Offerista Group GmbH
  • Ogury Ltd
  • On Device Research Limited
  • OnAudience Ltd
  • OneFootball GmbH
  • Onesoon Limited t/a Adalyser
  • OneTag Limited
  • Onfocus (Adagio)
  • Online Advertising Network Sp. z o.o.
  • Online Solution
  • onlineumfragen.com GmbH
  • Onnetwork Sp. z o.o.
  • OnProspects Ltd
  • Open Web Technologies Ltd
  • OpenX
  • Opera Software Ireland Limited
  • Opt Out Advertising B.V.
  • Opti Digital SAS
  • optimise-it GmbH
  • Oracle Advertising
  • Oracle Data Cloud – Moat
  • ORANGE CLICK MEDIA & COMMERCE LTD
  • OS Data Solutions GmbH & Co. KG
  • Otto (GmbH & Co KG)
  • Outbrain UK Ltd
  • Papirfly AS
  • Pelmorex Corp.
  • Performax.cz, s.r.o.
  • Permodo GmbH
  • Permutive Limited
  • Petal Ads
  • Pexi B.V.
  • PIA Advertising GmbH
  • Piano Software Inc.
  • Pinpoll GmbH
  • Pixalate, Inc.
  • Platform161 B.V.
  • PLAYGROUND XYZ EMEA LTD
  • Playhill Limited
  • Polar Mobile Group Inc.
  • Portuma Software A.S.
  • POWERENGINE PTE.LIMITED
  • PRECISO SRL
  • PREQUEL INTERNET TRADING LTD.
  • Pressboard Media Inc
  • Prisma Media
  • Project Agora Ltd
  • ProSiebenSat.1 Digital Data GmbH
  • Protected Media LTD
  • Proxi.cloud sp. z o.o.
  • Pubfinity LLC
  • Publicis Media GmbH
  • Publisher First, Inc.
  • PubMatic, Inc
  • PubWise, LLLP
  • PulsePoint, Inc.
  • Pure Local Media GmbH
  • Quality Media Network GmbH
  • Quantcast
  • QuantumCast digital GmbH
  • Quantyoo GmbH & Co. KG
  • QUARTER MEDIA GmbH
  • Query Click Limited
  • Questpass Sp. z o.o.
  • R2B2 a.s.
  • Radio Marketing Service interactive GmbH
  • Radio Net Media Limited
  • Rakuten Marketing LLC
  • RATEGAIN ADARA INC
  • Rayn B.V.
  • Readpeak Oy
  • Realytics
  • Redbranch, Inc dba Fraudlogix
  • Refine Direct Srl
  • Relay42 Netherlands B.V.
  • Relevant Audience Oy
  • Relevant Digital Oy
  • Reliz LTD
  • Remerge GmbH
  • Reppublika Data Analytics and Technologies GmbH
  • Research and Analysis of Media in Sweden AB
  • Reset Digital Europe Ltd
  • Resono B.V.
  • ResponsiveAds, Inc.
  • retailAds GmbH & Co. KG
  • Revcontent, LLC
  • RevJet
  • RevX
  • Rezonence Limited
  • Rich Audience Technologies SLU
  • Rico Developments Ltd
  • Ringier Axel Springer Polska sp. z o.o.
  • Roivenue s.r.o.
  • Roku Advertising Services
  • Roq.ad GmbH
  • RTB House S.A.
  • Sage Archer BV
  • Samba TV UK Limited
  • Samba TV, Inc.
  • Samoukale Enterprises Limited dba ADEX
  • Samsung Ads
  • Schober Information Group Deutschland GmbH
  • Schwarz Media GmbH
  • Score Media Group GmbH & Co. KG
  • Seeding Alliance GmbH
  • Seedtag Advertising S.L
  • Seenthis AB
  • SelectMedia International LTD
  • Semasio GmbH
  • Seven Technologies S.L.
  • SevenData S.p.a.
  • Seznam.cz, a.s.
  • ShareThis, Inc
  • Sharethrough, Inc
  • SheMedia, LLC
  • Showheroes SE
  • SIA Setupad
  • Sift Media, Inc
  • Silverbullet Data Services Group
  • Simplifi Holdings LLC
  • SINGLESPOT SAS
  • Sirdata
  • Sitewit, Corp
  • Skaze
  • Skimbit Ltd
  • Smaato, Inc.
  • SMADEX, S.L.U.
  • Smart Analytics SL
  • Smart Traffik
  • smartclip Europe GmbH
  • Smartclip Hispania S.L.
  • SmartFrame Technologies Ltd
  • Smartology Limited
  • SMARTSTREAM.TV GmbH
  • SmartyAds Inc.
  • Smile Wanted Group
  • Snigel Web Services Limited
  • socoto gmbh & co. kg
  • SoD ScreenOnDemand GmbH
  • Solocal SA
  • Solution coupons
  • Somplo Ltd
  • SOMQUERY SOMTAG – (SevenOne Media)
  • Sonares GmbH
  • Sonic Odeeo ltd
  • Sonobi, Inc
  • SoundCast
  • Sovrn, Inc.
  • Sparteo
  • SPICY MOBILE Karczewski Zawadzki Spółka Jawna
  • Spoods GmbH
  • SPORTORITY UK LTD
  • Sportradar AG
  • SPP Solutions Ltd.
  • SpringServe, LLC
  • Sqreem Technologies Private Limited
  • SSMas
  • StackAdapt Inc.
  • Start.io Inc
  • Stream Eye OOD
  • streaMonkey GmbH
  • Ströer Digital Media GmbH
  • Ströer SSP GmbH (SSP)
  • Strossle International AB
  • Sub2 Technologies Ltd
  • Sublime
  • SunMedia
  • Synamedia
  • Synkd UK Ltd.
  • TabMo SAS
  • Taboola Europe Limited
  • Tangoo S.R.L.
  • Tappx
  • TAPTAP Digital SL
  • Targetspot Belgium SPRL
  • TargetVideo GmbH
  • Teads France SAS
  • Teavaro
  • Telecoming S.A.
  • Teroa S.A.
  • TF1 PUBLICITE
  • The Kantar Group Limited
  • THE LINEA 1 MKT SL
  • The MediaGrid Inc.
  • THE NEWCO S.R.L.
  • The Ozone Project Limited
  • The Reach Group GmbH
  • The UK Trade Desk Ltd
  • TimeOne Performance
  • TMT Digital Inc
  • Tonefuse LLC
  • Traffective GmbH
  • travel audience GmbH
  • Triple13 Ltd
  • TripleLift, Inc.
  • Tri-table Sp. z o.o.
  • Triton Digital Canada Inc.
  • TrueData Solutions, Inc.
  • Truvid Inc.
  • Turk Telekom
  • TV SQUARED LIMITED d/b/a InnovidXP
  • twiago GmbH
  • TX Group AG
  • TypeA Holdings Ltd
  • umlaut communication Gmbh
  • Unblockia SL
  • Underdog Media LLC
  • Unicredit BankAustria AG
  • UniCredit S.p.A.
  • United Internet Media GmbH
  • uppr GmbH
  • usemax advertisement (Emego GmbH)
  • VECTAURY
  • Venatus Media Limited
  • Verasity Limited
  • Verve Group Europe GmbH
  • VGI CTV, Inc
  • VIADS ADVERTISING S.L.
  • Viafoura Inc.
  • Vidazoo Ltd
  • video intelligence AG
  • Videobot Ltd
  • Viomba Oy
  • Visarity Technologies GmbH
  • vitrado GmbH
  • VIZNET
  • VLYBY Digital GmbH
  • Voxnest Inc
  • VRTCAL Markets Inc
  • Vyde Ltd.
  • Wagawin GmbH
  • Watch Fantom Inc. AKA Qortex
  • WebAds B.V
  • Webgains GmbH
  • WebMedia
  • Weborama
  • Welect GmbH
  • WEMASS MEDIA AUDIENCE SAFE SOLUTIONS, S.L.
  • wetter.com GmbH
  • Wizaly
  • Wunderkind Corporation
  • XAD spoteffects GmbH
  • Xandr, Inc.
  • XChange by SFBX®
  • xpln.ai SAS
  • Yahoo EMEA Limited
  • Yieldlab (Virtual Minds GmbH)
  • Yieldlove GmbH
  • Yieldmo, Inc.
  • YOC AG
  • YouGov
  • Zeit Agency ApS
  • Zemanta Inc.
  • zeotap GmbH
  • Ziff Davis LLC
  • Zuuvi ApS

Amongst that lot you’ll find the usual big tech suspects, Amazon, Microsoft, Oracle, Adobe, Samsung, and Google plus some less obvious ones like IPSOS Mori, YouGov and Experian. It’s just about improving the service though, better user experience and all that, obviously. Trust me bro.

We know this, we know that harvesting and then monetising our data is what is really going on. All the vouchers, loyalty cards, “things that may interest you” and other dangled carrots are designed to get us to part with our information as quickly as possible.

And it is convenient. And quite often, for what you get, cheap or even free. Yes, the old adage of “if you’re not paying for it, then you’re not the customer, you’re the product” was never more applicable, but people’s lives have been made stressful, chaotic and demanding and most people will take anything that gives them one less thing to think about, and so trusting our data to “the cloud” is often, ironically, referred to as a “no-brainer”.

We’re going to introduce a word now that was definitely in the Top 10 most overused words of 2020…

unprecedented

On the 2nd May 2024, UniSuper, an Australian pension fund that manages $135 billion worth of funds and has 647,000 members, had its entire account nuked from Google Cloud, including all its backups that were stored there. The ARS Technica website reported on this on the 17th May 2024, but for some reason this didn’t get picked up on by mainstream media. A search on the BBC for the name “UniSuper” spawns a “Did you mean: uniper” enquiry. Amazing.

Almost 2 weeks of downtime, punctuated by various statements and reassuring messages from both UniSuper and Google including this classic from UniSuper’s CEO:

Google Cloud has issued a statement today which confirms again that the fault originated within their service as a ‘one of its kind,’ unprecedented occurrence

Yes… unprecedented indeed.

Fortunately for UniSuper, it seems one of their employees had got backups on another cloud service, and that is the only reason UniSuper still have a business. If your servers get breached, or your server building collapses that is usually considered the “worst-case scenario” and off-site backups, either in another building or “in the cloud” are there to save the day. As the ARS Technica article points out, the actual worst-case scenario is that Google deletes your account because all your backups on Google Cloud are also gone.

None of the safeguards that are supposed to prevent an automatic account deletion worked, hence the need to restore from another backup provider. Of course if you’re a company that manages $135 billion worth of payments for retirement funds that means if you have a problem you get the CEO on the phone and not someone reading a script from a call-centre asking you to reboot your router.

As it turns out, the Google Cloud CEO couldn’t do anything but allow a rival company provide the data that Google had accidentally nuked.

Sometimes the “security”, “safety” and “convenience” aspects of big tech are not all they are cracked up to be.