As you shop, “beacons” are watching you, using hidden technology in your phone.

My wife got a box of Enfamil Fedexed to our door as a promotion on what would have been the due date of our baby. Unfortunately, she miscarried at 3 months.

They knew this because marketers get near real-time access to prescriptions, hospital admissions and other things.

You should care because your information will be sold or traded, and behaviors can be correlated against medical and other outcomes.

Are you a divorced dad who has moved within 90 days and play daily fantasy sports? I can buy a list that will find you for $250. You are a risk for opioid addiction and may get denied service in the future for medical issues. Or you may attract advertising tailored to get you to gamble or drink more, when you are at your most vulnerable.