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Do we care
who's
following us?
ByRuss Martin
ether we know itor not,
the fragments of data we
leave across the web can
paint an eerily accurate
plctureof ourlives, At the very least, the sites
‘we visit know who we are, where we live and
‘what wobuy: Savvy data-collectors even mow
things we may not know about ourselves, a8
‘Target proved last winter when it guessed a
customer was pregnant before she realized
itwasbased on her purchase history It turns
out Big Brother isn’tthe omnipresence of TV
tower surveillance we thought he might be.
He's the hive mind ofthe thousands of com-
panies who follow consumers every online
step as closely as they can. But do consumers
carothey'rebieingwatchedand mined fordata
with every click?
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