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this is the dark side of data tracking and monitoring... and one of the reasons I am involved in Personal Informatics/Quantified self movement is to highlight privacy and data ownership issues.
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At the recent International Consumer Electronics Show in Las Vegas, Intel and Microsoft introduced a prototype of an in-store digital billboard that can memorize your face. The technology soon could be used in billboards capable of keeping track of the products you're interested in, much as depicted in the Tom Cruise sci-fi movie Minority Report.
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Ryan Calo, director of the Consumer Privacy Project at the Stanford (University) Center for Internet and Society, can imagine an escalation of troubling scenarios. Advertisers could customize pitches in sneakier ways. Or worse, data correlated from multiple sensors could be used to deny you a job, cut you off from insurance coverage or lower your credit status.
"You will constantly feel under observation," Calo says. "You'll never have those crucial moments of freedom from the feeling of scrutiny."
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