When we complete a seemingly innocuous Squid Game quiz to find out which character in the popular TV show we are closest to, we are also giving up more data that can be used to profile us.
When our friends also do the quiz and we interact with their results, we are giving up data about our relationships with like-minded people who enjoy the same content and are likely to be influenced by similar ads.
Already a subscriber? Log in
Read the full story and more at $9.90/month
Get exclusive reports and insights with more than 500 subscriber-only articles every month
ST One Digital
$9.90/month
No contract
ST app access on 1 mobile device
Unlock these benefits
All subscriber-only content on ST app and straitstimes.com
Easy access any time via ST app on 1 mobile device
E-paper with 2-week archive so you won't miss out on content that matters to you