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Thanks to our now constant use of smartphones, the personal data that we shed out into the world has never been richer, more nuanced and, well, revealing. Having access to that is a marketer’s dream, but how that information is used has real consequences for consumers from whom it is collected.
There is the annoying: We’ve all been stalked by brands we express just a glancing, if not accidental, interest in. Using our data, they follow us around our daily journeys with ads, even after we have purchased the product they want us to purchase again and again.
Then
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