these companies view the welfare of the population as a vital key to the expansion and progression of businesses by using their data to place a spotlight on the plight of global citizens.experts in the private sector contend the importance of merging various data streams such as retail, mobile phone and social media data to create necessary solutions to handle global issues. despite the inevitable risk of sharing private information, it works in a beneficial manner and serves the interest of the public. the digital revolution causes an extensive production of 'big data' that is user-generated and available on the web. corporations accumulate information on customer preferences through the digital services they utilize and products they purchase, in order to gain a clear insight on their clientele and future market opportunities. however the rights of individuals concerning privacy and ownership of data are a controversial issue as governments and other institutions can use this collective data for other unethical purposes. companies monitor and probe consumer online activities in order to better comprehend and develop tailored needs for their clientele and in turn increase their profits.