Companies collect more data about us than ever, from advertising cookies and GPS trackers to IP addresses and device identifiers—not to mention all the info we gleefully hand over in social media posts. That may be unsettling, but at least we kind of understand it’s happening.
What’s really infuriating is when a company we know then sells our data to others we’ve never heard of, like advertising networks building their omniscient personal profiles on us.
Thanks to a new California law, we all have recourse against that indignity. It requires that companies cease selling our information if we order them to stop. And while the right technically applies only to Californians, I found that some of the biggest online destinations are letting anyone take advantage of the new right.