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During this holiday season, online retailers and others are using new technologies to collect, store, manipulate, and share ever-increasing amounts of consumer data at very little cost. The latest techniques in online targeted advertising depend upon capturing consumer Web browsing, social media, and location-based mobile service data over time. However, recently, the ease with which companies collect and combine online information from consumers has raised some concerns about consumer privacy. Some consumers are troubled by the sharing of their information or compiling of comprehensive profiles, others have no idea that it is taking place, and still others may be aware of such online data collection but view it as a worthwhile tradeoff for innovative products and convenience.

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