Part of the joy of the holiday season is in the element of surprise waiting under the tree. But this year, Internet shoppers are finding Big Data is playing the role of the Grinch.
Consumers who thought they were playing secret Santa as they shopped online are finding their surprises have been spoiled when ads for their purchases pop-up for family members to see.
This sort of tracking is nothing new. Sites from Amazon to Google are tracking everything their users do. Then they sell the data to the highest bidder to place a targeted advertisement.