The ability to be anonymous in our daily lives is highly coveted by many people. This freedom is, however, slowly being threatened by advertisers looking for newer and more effective ways to micro target consumers. Since 2010, an increasing amount of companies have begun emerging, offering more accurate facial recognition software that can tell many surprising details about random people using nothing more than a simple photograph. Facial recognition software has been used by law enforcement for some time now to identify shoplifters and other criminals, but only recently has become readily available for public use. The accuracy of this software increases, on average, fifty percent each year and can now predict correct results 97.25% of
