Modern life is a data-driven affair. Every corner of our society is awash with machines leveraging personal information to bring digital systems closer to you.
Personalisation, or targeting, is the act of providing specific information to an individual based on their personal data.
It’s how Amazon might correctly guess that you want Mr. Bean underpants even though you only ever bought a DVD player and a tea towel. Or why an insurance company might charge you more because they’ve seen your Facebook profile.
