In an age with 2.4 billion users on the internet, it is actually possible to reach them all in seconds. The quest to figure out how to appeal to them all is considered the holy grail of advertising. The fact that companies collect huge amounts of data on users, with or without consent, can seem unsettling to most people, especially when they see ads coordinated with their web surfing history.

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Advertising in the digital age: a global idea is still the ‘holy grail’ – The Guardian