Personalisation and privacy: can old enemies unite?

Google has finally decided to stop scanning personal Gmail messages for ad targeting, and privacy campaigners are delighted. But, there’s a danger this may set a wider precedent in the industry – a move away from personalisation, driven by privacy concerns.
Over the years, privacy and personalisation have been increasingly pitted against each other. The digital world’s answer to Superman versus Lex Luthor or Magneto versus Professor X: privacy versus personalisation. And, at th