Next time you watch a digital ad in a mall, be aware that the ad could be watching you! Small cameras and special software are installed in the ad's screen. They track who is looking at the ad and for how long. The software works out age and gender before serving up an ad specifically for that demographic. Men are shown razor ads, women can see cosmetics ads, and teens can learn about the latest video games. This targeted advertising creates a personalized digital city for consumers. Some people don't like it, though. In Germany, a supermarket chain used loyalty cards implanted with RFID tracking chips to learn about its customers' shopping habits. The chips let the store know customers' purchasing histories and even their movements inside the stores. The chips were removed after people complained their privacy was being invaded. These new technologies are raising red flags about how far companies are willing to go to make a profit. Consumers have no idea when they're being watched, and there's no regulation in place to deal with these practices. Privacy campaigners urge companies to tell consumers what details are being collected, how it is done, and why. Even though it is meant to make data-analyzing convenient, the spying ends up being a little creepy.