Crime and Deviance

In the article "the Missing V of Big Data", the question "how big data makes some groups more vulnerable than others" caught my attention. In the digital society, I can always feel that I am monitored by "someone". Does anybody find that when you search for something on shopping apps or music apps, they will offer similar products to you in the following days? Also, as I know, some applications on our phones could even monitor our daily conversations. As the author said, in this way, companies would be easier to find their target market, however, it will lead to discrimination in some way and has an ultimate disadvantage for people. 

People are being sorted and labeled by the data, which means we are limited to information and rights. Different people who google the same thing would receive different results. Our original intention is to bring convenience for people by using data not being controlled by the data. Therefore, I agree it is a public issue that should be considered