ABSTRACT
The paper attempts to understand and explain the various data collection methodologies of Social media. It tells us about what kind of data is targeted and how it is obtained from individuals. It lets us know how the obtained data is used to enhance individual news feeds in addition to targeting personalized advertisements towards the users. The paper presents information about the current market scenario of data brokers. Ultimately it informs us about the preventive measures which can be undertaken to avert the acquiring of private data, and introduces the idea of monetizing personal data, by offering it directly to the requiring companies in exchange of remuneration.
