ABSTRACT
This chapter examines the context of Big Data within data collection methods and data utilization. Since the earliest days of the information age, scholars noted the increasing capability of information systems to monitor the communications and activities of individuals. Although there is some debate over the definition, most contemporary scholars agree that personalized advertising involves tailoring a message and/or delivery channel to individual consumers while retaining principles of mass message dissemination. The AdChoices Icon is displayed in or near personalized online advertising messages to inform recipients of personalized data tracking practices as well as offer them the ability to conveniently opt out of the online behavioral ads. The divergent attitudes about sharing personal data reflect the complex nature of concern about information privacy management in the modern age. An alternative approach is to consider communication privacy management (CPM) theory in conjunction with concepts related to expectancy outcomes rooted in U&G approach to generate new insights.
