Recently, I came across a LinkedIn post (see Figure 2 below for visual representation) that delved into the intricate journey of data from its inception to consumption.

While it was interesting, it triggered my contemplation on the analogous process concerning our personal data – its collection, analysis, sale, and exploitation for various purposes, notably in marketing. Yes, I’m referring to the realm of the data broker economy. The current estimated size of this economy is $280 to $319 billion depending on source, and is forecasted to go to $545 billion by 2028 according to one source. A relatively recent study concluded that “people don’t understand what marketers are learning about them online and don’t want their data collected, but feel powerless to stop it.” The accompanying graphic (Figure 1) shed some light on the subject, prompting me to delve deeper through additional research into this area.