The use of digital technology is constantly increasing, and people are aware of it and are aware of the various benefits that technology brings to them. They are always connected, able to contact almost anyone, anywhere, and have access to the largest source of information in their pocket. But people seem to forget one thing: the amount of data created by technology. Facebook statuses, photo albums, videos, tweets - when recalled, most people will remember them. But this is not the only data created. For example, Facebook stores information about all activities performed by its users. They store all messages, even deleted ones, they store all information about all connections, they know the times, places and devices from which you connected (Solon, 2012). At the beginning of the Internet age, businesses wanted to track how many visitors they had. They developed a technique of including a beacon – a special image or piece of code – that would be tracked by the server. Each time someone activated the beacon, the counter on the server incremented (Clifton, 2008). Although visitation information was tracked, almost no private information was stored. This changed when businesses started looking at actual visitors and not page views. Different tracking techniques have been developed to track each user's behavior on the website, mainly to measure sales-related variables, like conversion rates. This was the beginning of a more advanced type of analysis. In the mid-2000s, a new trend began: the web began to transform from linked static documents into an interactive publishing platform. As a result, visitors could leave comments on the web, create accounts on different services...... middle of paper ......013, 12 28). How much data did Facebook have on one man? 1,200 pages of data in 57 categories. Wired, retrieved from http://www.wired.co.uk/magazine/archive/2012/12/start/privacy-versus-facebook Clifton, B. (2008). Web traffic sources and provider comparison. Retrieved from http://www.advanced-web-metrics.com/docs/web-data-sources.pdfO'Reilly, T. (2005, 09 30). What is Web 2.0: Design Patterns and Business Models for the Next Generation of Software. Retrieved from http://oreilly.com/web2/archive/what-is-web-20.html Facebook received 34 requests for data from the Irish government. (2013, 11-13). Retrieved from http://www.thejournal.ie/facebook-ireland-data-requests-1173142-Nov2013/Santucci, G. (2013). Privacy in the digital economy: Requiem or rebirth? . Retrieved from http://www.privacysurgeon.org/blog/wp-content/uploads/2013/09/Privacy-in-the-Digital-Economy-final.pdf