Data-driven personalisation in markets, politics and law

The use of technology to gather data on personal behaviour, aggregate it into big data sets, analyse it through complex learning algorithms and finally use it to predict future individual decision-making is vastly influential, but frequently hidden. This interdisciplinary volume analyses the breadth of practices in which data-driven personalisation occurs – from behavioural advertising and personalised pricing to political micro-targeting, from precision medicine to predictive policing and sentencing - and offers a range of philosophical, sociological, legal and socio-legal critiques of this emerging highly pervasive phenomenon. Despite the different social contexts and disciplinary perspectives, emerging recurrent themes are: choice, personal autonomy and agency versus efficiency and control; individual interests versus collective goods and solidarity, and the power of law and regulation in restraining the practices. This volume seeks to stimulate an interdisciplinary debate on one of the most important socio-technical developments of the 21st century.