and that's where the psycho graphics comes in. >> it's the study in classification of people according to their attitudes, aspirations and other psychological criteria. the number one way to profile someone is to figure out how they score on the so-called big five tests. extroversion, openness, agreeableness, ander in rot schism. >> they collect this data on me. now we know enough about sanjay to say this is who he is and this is how we can influence him. do i not recognize it's happening? >> you don't realize it's happening. >> well, if this sounds familiar or makes you worried, people are going to be asking how do they protect their data? what can they do? first things first. you'll see this possibly at the top of your news feed, facebook is rolling out this privacy tool. you'll get a notice basically saying, look, are you one of the 87 million whose data was
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