The digital marketing Technics have improved a lot from the adoption o of cookies to the user of machine leaning to better understand the customer and personalize his experiences. Stone see this evolution as a way to speedup their daily tasks and filter all the garbage information that exists in the web. Other see it as an invation of their privacy and a tool to in a way control you. As the AI and machine learning tools get more advanced and easy to use the more the companies will know about you. Maybe things that you don't even know conciously.
In my opinion there is no turning back and the best way for the common person to deal with this new paradigm is to be informed and understand what information is being shared and having the option to erase it easily if necessary.
https://www.cmswire.com/digital-marketing/1-to-1-marketing-personalization-myth-or-reality/
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