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Technology is integrated into digital natives’ lives and habits more so than any previous generation.

They came of age with the World Wide Web, and the youngest were 11 when Apple introduced the iPhone. These digital natives have been on the Internet and social media their whole lives and know how to get around it and find information.

Not until recently, largely owing to the Cambridge-Analytica exposé, has the general public been focused on how companies are using publically available data to predict and influence public behavior, with the support of big data, analytics, and algorithms.

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