> When an advertiser wants to target a specific group of people, Google doesn’t say “here’s everyone’s private data, good luck”. GOOGLE does the filtering and t

> When an advertiser wants to target a specific group of people, Google doesn’t say “here’s everyone’s private data, good luck”. GOOGLE does the filtering and targeting internally. > I’m sorry but that isn’t evil or bad. It isn't evil, but it can be bad, and very much so. Google doing the filtering and targeting follows after Google has profiled and labeled you, an action you generally would have no recourse against. This is similar to the No Fly List: you might have no idea how you got on there, but once you're on it, that sticks. With Google's reach being what it is, the consequences after having been automatically labeled can be a frightening thought. You don't even have to have a Google account to feel the effects, shadow profiling can lead to the same result. One of the positive things of the GDPR is that it recognized this problem in Article 22, and provisioned that a data subject has a right to contest decisions based on automatic profiling.