TABLE OF CONTENTS
1. Personal Data Collected By Google
1.1. UNDERSTANDING PERSONAL DATA
1.3. RELEVANCE IN THE MOBILE ECOSYSTEM
1.5. GOOGLE'S TENTACLES
1.6. PERSONAL DATA COLLECTED BY APPS
2. Personal Data Collection Methods Used By Google
2.1. GOOGLE AND THE DUOPOLY IN THE SMARTPHONE MARKET
2.2. ACTIVE AND PASSIVE DATA COLLECTION ON MOBILE PHONES
2.3. PUBLISHER AND ADVERTISING TECHNOLOGIES
2.4. GOOGLE'S APPLICATIONS AIMED AT DATA SUBJECTS
3. Purposes of Personal Data Collection
3.2. ONLINE TARGETED ADVERTISEMENT
3.3. VALUE OF PERSONAL DATA
3.4. NON-COMMERCIAL USE
4. Purpose Limitation
4.2. WHY IS PURPOSE LIMITATION IMPORTANT?
4.3. YOUTUBE EXAMPLE
5. Data Minimisation
5.2. WHY DOES THE DATA MINIMISATION PRINCIPLE MATTER?
5.3. THE SMARTPHONE ECOSYSTEM
6.2. WHY IS ACCOUNTABILITY IMPORTANT?
6.3. TECHNICAL AND ORGANISATIONAL MEASURES
6.6. PRIVACY RISK MANAGEMENT
7.1. LEGAL FRAMEWORK AND DATA SUBJECTS' RIGHTS
7.2. WHAT ARE DATA SUBJECTS' RIGHTS?
7.5. BALANCING TEST
8. The Way Forward