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Cybermarketing, or digital marketing, is emerging as one of the most prolific and effective advertising and marketing strategies in recent history. The evolution and use of digital devices and platforms has transformed individuals into complex, multidimensional digital surfaces that generate vast quantities of data related to their everyday lives. Digital devices such as smartphones, digital tablets, personal computers, digital televisions, smart appliances, and personal fitness monitors significantly enhance people’s lives; however, these and other digital platforms also radiate immense quantities of invaluable information that provide marketers and advertisers with an intimate portrait of these consumers’ lives. The value of digitally sourced consumer data to businesses can be measured in the hundreds of billions of U.S. dollars annually. The conundrum is what are the corresponding benefits ...

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