positive:

• audiences can choose to consume whatever they like
• vast amounts of information easily available
• consumers are targeted by ads for things they’re more likely to buy, rather than pointless ones for things they probably won’t

negative:

• microtargeting and massive data harvesting mean that companies can accrue vast amounts of information about individual customers
• sensitive information (sexual orientation, political beliefs etc.) can easily be collected and sold
• potential for blackmail by intelligence services or private companies – government surveillance issues?
• consumers are more easily manipulated when data harvesting can work out their personality type, personal history etc.

quote: “nix claimed to have data resolved ‘to an individual level where we have somewhere close to four or five thousand data points on every adult in the united states'”