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>targeted advertising seems to be a benign use of personal data.

How you define benign? let me give you a real example,

A woman got pregnant, she probably did some web searches related to the situation. Then something bad happened, the pregnancy was lost but the woman continued to get ads related to the baby for months(or even more).

There is no button somewhere where you click and all ad networks can clear your history, your data is stored forever and sold or traded.




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