For too long, online consumers have been pitched the same kinds of clothes, the same types of opinions and the same sort of songs and over again, thanks to a like, an ad click or a Google search. We've been living in topical bubbles where our interest data is too often used to maintain our sensibilities rather than expand them. The fake news phenomenon is one of the biggest ramifications of these bubbles, but algorithms don't just impact our political leanings, they also influence our purchase decisions and almost everything we do with tech. What's more, an internal conflict among consumers puts businesses in a precarious position. On the one hand, 53 percent say they are concerned by data-driven ad retargeting and widespread support for new privacy legislation in GDPR and the California Consumer Privacy Act of 2018 makes it clear that people are wary of how marketers use their information.