When it comes to business, measuring media is a powerful tool that benefits both the customer and the company. A couple of examples of this would be reviews, views, and engagement. These things give customers a bit of trust and insight into their purchases. At the same time, businesses can tell what product or service is the most and least popular. It's also a way to communicate and build a relationship with customers. 

There is a dark side to measuring media. Now apps and big corporations can track your search history, location, and even listen to your conversations. Some people don't mind and simply shrug it off with "I have nothing to hide." But, the truth is that no matter how innocent the use of our information may be, the use of personal information is an invasion of privacy. The biggest challenge is defining the difference between measuring media and stalking.