• by Gavin O'Malley , Staff Writer @mp_gavin, October 2, 2014

Lest there was any doubt, continuing to push the limits of personal privacy is key to the business models of Web giants like Facebook and Google, privacy experts assert. To that point, “Most of what happens in the marketing world today is done out of competiveness and necessity,” according to Joseph Turow, a Robert Lewis Shayon Professor at UPenn’s Annenberg School of Communication. Specifically, “Facebook is doing what it wants to do … and the name of the game is personalization,” Turow told attendees of the OMMA RTB conference, on Thursday. What’s more, even among younger users, Turow insisted that the vast majority of consumers are ignorant of “what’s happening,” i.e., the degree to which tech companies and marketers are tracking -- and profiting from -- their behavioral, buying history, and personal information. Some millennial-watchers would take issue that perception, however.