What does big data mean?<\/strong><\/p>\n Big data refers to the handling of a large amount of data. This often refers to the evaluation of large data sets using mathematical processes (so-called algorithms) in order to derive certain results and, if necessary, make predictions. Data processing is often carried out with the help of artificial intelligence, i.e. with self-learning algorithms. The processing of enormous amounts of data alone makes the application of big data very difficult in terms of data protection law. The topic as a whole is very complex, but a legal basis must also be in place and the central data protection principles must be observed. When processing large amounts of data, it is also problematic that the linking of actually unstructured data can create a new context and thus a reference to a specific person. In addition, big data analysis can be used to draw conclusions about the future behaviour of those affected, meaning that there is a risk of stigmatization or \"prejudgement\".<\/p>\n In the context of big data, a company uses personal data for targeted advertising measures and obtains the necessary consent beforehand.<\/p>","protected":false},"excerpt":{"rendered":" Big data refers to the handling of a large amount of data. This often refers to the evaluation of large data sets using mathematical processes (so-called algorithms) in order to derive certain results and, if necessary, make predictions. Data processing is often carried out with the help of artificial intelligence, i.e. with self-learning algorithms. The processing of enormous amounts of data alone makes the application of big data very difficult in terms of data protection law. The topic as a whole is very complex, but a legal basis must also be in place and the central data protection principles must be observed. When processing large amounts of data, it is also problematic that the linking of actually unstructured data can create a new context and thus a reference to a specific person. In addition, big data analysis can be used to draw conclusions about the future behaviour of those affected, meaning that there is a risk of stigmatization or \"prejudgement\".<\/p>","protected":false},"author":1,"featured_media":0,"menu_order":0,"template":"","meta":{"footnotes":""},"class_list":["post-41170","glossary","type-glossary","status-publish","hentry"],"yoast_head":"\nPractical example<\/h2>\n