In the past years, Google, Facebook, and a lot of other companies have been using the personal data of the users to give them a personalized user experience. For instance, every time we log in to our Facebook account, our locations get tracked. Everything that we click or see is being recorded and then the information is further sent to the third party to help it tailor its offerings accordingly. Similarly, when we browse something on Google, it gets tracked and then we start seeing relevant ads on different websites we visit. Some users are comfortable with the way Google, Facebook, or other businesses operate. But there are a lot of other users as well who feel irritated or annoyed by this stalking behavior. They feel unsafe which is also one of the reasons why ads have become ineffective. They are aware of their rights as well, so they want to know how their data is being used by these companies. They end up developing certain expectations from the ads which they get to see regularly on the Internet. They consider their information as a cost that they are paying to get back the desired results.
This battle hasn’t only affected the digital world overall but also disrupted small businesses which rely on the personal data and information of the consumers to keep a check on their performance level. App makers, publishers, and a lot of marketers are now transforming their business models to survive the battle. Some of them have increased the prices of their products to compensate for their losses. Publishers have also decided to start charging fees to the consumers who want their subscription to support their app development. It clearly shows that those who are not willing to make changes according to the current situation will eventually get knocked down.