Personal Implications on the Use of Big Data

Advantages/ Disadvantages

The main advantage of big data for you personally is that you will see more information that is related to you and your interests based on previous browsing history and searches. You may enjoy seeing content which is more relevant for you rather than unrelated content which was not based on your data.

A disadvantage of big data being used for you is that your personal data is stored and may be shared to third parties which you did not know had your information and you may not consent to having the data shared to these people. The information can be used without your consent and companies can use knowledge about you to manipulate you eg. by showing you tailored ads for a specific agenda they have.