If you knew that every single commercial or ad you ever had to see would only be for the exact products you wanted, what would you be willing to give up in trade? Would you be willing to post your home address for others to see? Your income bracket? Your birth date? Mind you, this information wouldn’t only go to your approved social media connections…would you be willing to tell the whole internet?

For most of us, the automatic answer is no, but the reality of social media isn’t too far off. Some platforms like Facebook rely on targeted advertising to keep the lights on, and to keep the service free for the public to use.

You might argue that it’s a small price to pay for the ability to connect to practically anyone in the world, and sure, advertising in and of itself is not inherently bad. But when advertising crosses the line into invasion of privacy, consumers have to ask hard questions about what personal data they’re giving away.

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