If your doctor asked for permission to collect your medical history, you would probably say yes.
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The difference is, in the first case, you're making assumptions about how the data will be used based on who is making the request.
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"Of course my data will be transmitted securely" or "I assume that Yelp is only collecting my location data to show me things nearby."
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blues.cs.berkeley.edu/blog/2014/07/3…
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Nonetheless, adtech companies continue to claim their data is collected with consent. This is disingenuous at best.