Most of us are aware that online advertising can rely on user data from social media networks, online shopping purchases, Internet searches and more to create behaviorally targeted advertisements. In February 2013, Facebook announced partnerships with several companies to collect behavioral data (e.g. customer email lists, store loyalty card records, etc.) from outside the site. While Facebook, Google and other companies defend this practice and maintain that it’s to the benefit of consumers, these moves are widely seen as a way to boost companies’ revenue (New York Times, 2013).