The daily you: How the new advertising industry is defining your identity and your worth

Joseph Turow’s The Daily You takes us behind the scenes of the advertising industry to get a better sense of not just how its capitalistic rationale is put into practice but its potential impact on individuals in a consumer society. While readers are probably most familiar with his Breaking Up America (Turow, 1997), this book is a more natural development of its 2006 antecedent, Niche Envy. Indeed The Daily You contains familiar arguments Turow has made previously about marketing discrimination and profiling in a digital age, but this book delves further into the actual mechanics and end-goals of how advertising companies gather data, profile people, and try to follow “valuable” individuals across as many possible geographic locations and devices as possible.