By now we’ve all come to the realization someone (something?) is looking over our shoulder every time we use a computer. Your moves are being tracked. Your value is being assessed. It’s the price we pay for everything we get free on the Internet.
It’s definitely creepy.
I’m not sure we need protection against data collection. Where we need it is in how that data gets parsed.
Your browsing data allows you to be categorized. Should you see ads from Saks or Fingerhut? Mercedes or Mazda?
We have no recourse if the data is wrong. You can correct incorrect data on a credit report. You deserve the same ability with online data.
I propose companies collecting data disclose the demographic categories they offer and where each of us fits in individually. Like a credit report we should have the ability to flag and remove incorrect data.
These categorizations affect your life in a big way. They shouldn’t be cloaked in secrecy.