Social networks, online news outlets, media service providers, online shops — all of them offer high quality content, compared to the Internet of the past. To get to this quality, a large investment is required. Like all investments, there is an expected return. After all there is no such thing as a free lunch. With all of the free content nowadays, one would have to ask — how is there a return on said investments?
The answer is quite simple: whether we like it or not, we pay for this content with our private information. This information is consumed by sophisticated advertising systems, capable of tracking web users, understanding their tastes and interests.
