It’s truly amazing to be in a space where most human actions can be measured and analyzed. Though there are some obvious pros and cons.
On the one hand visitors are losing the ability of keeping anonymity. Privacy has been a component of human history that in recent years has gone away. Back in the Roman days history could be edited to make weak emperors look strong (there’s a popular one here but I can remember the name at this moment. If you do, please let me know.), accomplished feats could turn from ordinary to great, and everyone would have the benefit of doubt.
On the other hand, losing privacy can allow advertisers to offer you personalized content. I don’t mean this in a “creepy-I-know-your-darkest-secrets” kind of way, but instead, showcasing relevant content. For instance, as a 30 something year-old single man, I don’t care about tampons or baby apparel. When I see an ad for a spa, I would pay more attention if I saw a man and not a woman… that kind of personalization.
As I mentioned, the article explores the idea of segmenting by experiences. Check it out here.