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What Stays in Vegas by Adam Tanner

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               APPENDIX

               Take Control of Your Data

How to Control Your Data Flow

People have highly personal attitudes toward their own data. Some are alarmed by the privacy risks of the increasing amount of data collection; others scoff and ask why people make such a big fuss.

By telling the stories of how firms gather data and use them, I hope that readers will get a sense of what they are comfortable sharing. Some people are happy to receive targeted advertising online and off, and are comfortable letting firms gather data about them. Others may try to avoid such tracking. Or they may be comfortable sharing in some spheres but not others. At a Personal Genome Project conference, several volunteers told me they openly share their ...

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