The online marketplace continues to expand and evolve, creating new business models allowing greater interactivity between consumers and online companies. This expanding marketplace has provided many benefits to consumers, including access to dynamic Web content and social media portals at no cost.
Although many consumers value these benefits, few appear to understand the role marketing data collection plays in providing access to free content. In recent years, the ease with which companies can collect and combine online information from consumers has raised questions and concerns about consumer privacy.
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