Annotations Page 18

• On personalization, cf. “The Age of Surveillance Capitalism” p. 256 f.: “The machine invasion of human depth is prosecuted under the banner of “personalization,” a slogan that betrays the zest and cynicism brought to the grimy challenge of exploiting second-modernity needs and insecurities for outside gain.”
• The de-anonymization of metadata is discussed by Zuboff, e.g. on p. 244f.:
  “We are told that it’s not possible to identify individuals from these large-scale amalgamations. However, with as little as three bits of data culled from the public record – birth date, zip code, and sex – reidentification science has demonstrated its ability to de-anonymize metadata with ‘disturbing ease.’”