The online advertising industry has faced a considerable backlash recently as a greater understanding of how the practices of data scraping,aggregation, mining and user profiling are carried out behind the scenes. From Edward Snowden's revelations of governments using social media to perform mass surveillance, or to the often creepy presence of targeted adverts that leisurely mobile web browsing to a crawl,we're now much more aware and concerned about who knows what about us.
Source: phys.org