Me, Myself and I

Websites are more than ever tailoring themselves to their customers, gathering and using the information they are providing in order to offer a differentiated product. Most people are aware of their browser's history and cookies, but with the rise of single- login, geolocation and online profiles, the boundaries are getting blurrier. Companies are collecting data at an exponential rate, jeopardizing their clients' privacy. And, so far, people are making it easy to collect their data since they are so willingly disclosing it online. In addition, the rise of social networks makes the need for privacy protection more crucial than ever. But technology brings new choices, new risks, and new opportunities. In particular, privacyprotection concerns should not hamper the benefits of a society of sharing. Thus, a delicate balance must be reached between these apparently conflicting requirements.