How brands can use big data without creeping people out

Back in the old days, sometime around 1992, the most information that advertisers could glean about you was your age and where you lived. In today's mobile marketplace, that seems almost quaint. Modern media companies and their advertisers can parse each page impression down to almost every single attribute of a viewer. They collect data from across all digital platforms, including phones, tablets, desktops, and televisions, and distill it into specific data groups: "working women over...