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And thanks for listening. Welcome to the HBR Idea Cast from Harvard Business Review. I'm Sarah Green.

I'm talking today with my colleague Scott Baronatto about his essay pushing the limits of personalization on privacy in the digital age.

Scott, thanks so much for talking with us.

Thank you.

So in the essay, you begin with a number of ways that people are being tracked.

When you were researching this essay, what were some of the ways that people, customers were

being tracked that really surprised you or stood out to you?

I think the ones that surprised me the most now are the ones that are moving

beyond just sort of web surfing habits and moving into tracking your movement your

body and your activity and we're all sort of familiar with some of the

bracelets and things that people wear to map their exercises but what we're really moving into now

is an era when sensors are going to be tracking a lot more than just exercise, what room in your

house you're in.

They'll listen to the sounds around you and report back.

It's just another level beyond typical digital behavior that's going to start tracking our real life physical movement.

I know in this context we're often talking about trading data privacy for more convenience and in

some cases you know you can really see that that working out because like you know for instance

one example you talk about in the piece or the little RFID bracelets that people

...