Increased data collection may have various advantages for individuals and society such as self-optimization ( Quantified Self), societal optimizations (such as by smart cities) and optimized services (including various web applications). The concept of surveillance capitalism, as described by Shoshana Zuboff, is driven by a profit-making incentive, and arose as advertising companies, led by Google's AdWords, saw the possibilities of using personal data to target consumers more precisely. This phenomenon is distinct from government surveillance, though the two can reinforce each other. Surveillance capitalism is a concept in political economics which denotes the widespread collection and commodification of personal data by corporations.
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