“For brands, following someone’s precise movements is key to understanding the “customer journey” — every step of the process from seeing an ad to buying a product. It’s the Holy Grail of advertising, one marketer said, the complete picture that connects all of our interests and online activity with our real-world actions.
Once they have the complete customer journey, companies know a lot about what we want, what we buy and what made us buy it. Other groups have begun to find ways to use it too. Political campaigns could analyze the interests and demographics of rally attendees and use that information to shape their messages to try to manipulate particular groups. Governments around the world could have a new tool to identify protestors.”-Stuart A. Thompson and Charlie Warzel, “Twelve Million Phones, One Dataset, Zero Privacy.” The New York Times. December 19, 2019.
What could possibly go wrong?