Everything you do online generates data, which is collected, stored, sold, and shared, usually without your knowledge. The dollar value is financially substantial and can be worth thousands of dollars. Most people don’t know their personal data is worth a lot of money but it is! That information is being used in different ways to target the consumer. In some ways this is good, and in some situations it is very negative! Criminal profiling has the potential to target a person unjustly, or possibly even discriminate, because people have free will they are unpredictable, and can choose between doing right or wrong. This should concern everyone and people should have control of their data. Knowing how to protect your data is essential, the video below explains a few ways you can protect yourself.