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During this period of the COVID-19 pandemic, most small, medium and large companies were economically destabilized. This caused a shift in marketing strategies to the most effective and least expensive means. Marketers have turned to digital to improve the customer experience and evolve their marketing programs, making them more digitally driven, targeted, accurate and hyper-personalized through the web. Mass campaigns, and even personalized campaigns that group customers together, are no longer effective and therefore do not deliver the expected results. Optimizing the marketing approach by considerably minimizing the cost and reaching the customers in a relevant way becomes more and more a necessity. This means adapting to the change in consumer perceptions and market conditions imposed by the pandemic, taking advantage of customer data at the most detailed level (i.e. directly touching the personal data of customers). But at what cost? We outline the different ways in which big data and web technologies are reducing privacy.