From Help Net Security:
The one compliance lesson you need to learn
"Whether personally identifiable information (PII), health information, financial data, contract information, research and trade secrets, intellectual property, or contract data, information has become a new kind of “currency”. Companies like Google and Facebook have become multi-billion dollar organizations by offering “free” services that attract their users to share this kind of information so that they can then share it with paying sponsors and advertisers."
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