Over the past decade, a large and opaque industry has been amassing increasing amounts of personal data.1,2

A complex ecosystem of websites, apps, social media companies, data brokers, and ad tech firms track users online and offline, harvesting their personal data. This data is pieced together, shared, aggregated, and monetized, fueling a $227 billion-a-year industry. This occurs everyday, as people go about their daily lives, often without their knowledge or permission.3,4 Let’s take a look at what this industry is able to learn about a father and daughter during a pleasant day spent at the park.

“I believe people are smart and some people want to share more data than other people do.

Ask them. Ask them every time. Make them tell you to stop asking them if they get tired of your asking them. Let them know precisely what you’re going to do with their data.”

Steve Jobs

All Things Digital Conference, 2010

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