We live in a digital age where personalized experience is becoming a mandatory part of business. Companies are gathering massive amount of personal data about their users — whether we like it or not — to deliver personalized, enhanced experiences. Companies like Apple, for example, need personalized data to deliver news, music, and other services to their paying users. People are being tracked online 24×7, and the ability to link this personalized data to user behavior and then pinpoint that person is a serious privacy problem.