Nobody feels particularly threatened when they are served a well-targeted ad online. It makes sense that if you Google vacation destinations in Puerto Rico that somehow an algorithm on the Internet will allow Kayak to flood your screen with hotel promotions. That is not sinister; it is just odd.
But the things that are done with people’s personal data (and the things we search for on Google should be personal, right?) are increasingly crossing the line into a darker area that no one really wants to talk about. Thankfully, public awareness on the issue is rising thanks to high profile phone hacks, legislation that has been passed and stories about how much money data is actually worth.
Author: Sheila Eugenio