With advancing digitalization and the establishment of data-driven business models and digital platforms, the opportunities for collecting, analyzing, and utilizing personal data are also increasing. This creates added value for companies (e.g., web analytics providers) on one hand, and for citizens through personalized or innovative digital offerings. On the other hand, critical consequences arise in terms of privacy and informational self-determination.

Therefore, the project deals with the question of how concrete business models and services in the field of web analytics can be designed in Europe to a) ensure the protection of privacy and the perception of informational self-determination of citizens, and b) simultaneously not lag behind the possibilities of other regions (e.g., the USA) in shaping new digital forms of economic value creation. In the subproject of the IZEW, it will be investigated, among other things, how methods of value sensitive design can be transferred to the field of business model development and which ethical aspects need to be considered in the operationalization of privacy technologies and strategies in the field of web analytics. (https://www.pribizz.de/)