It is financially advantageous to capitalise on personal information collected from users. Selling that data is highly lucrative according to the suit.In the United States, data-driven marketing was reportedly worth $156B in 2012, in Europe it is even higher. A report by Boston Consulting Group estimates a total “digital identity value” of Europeans in 2011 as €315B, which is expected to reach €1 trillion by 2020. According to the lawsuit, Facebook looks at messages containing hyperlinks, follows the link and profiles the web activity of the user. If it finds a link to a website that also has Facebook’s social plugin, Facebook registers up to two Likes for the web page via the social media plugin.
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