What Does Data Gate Mean for Marketers?

In Ad Age:  Insightful, thinking now how about the interaction of privacy and big data.  Are the algorithms involved also privacy sensitive?   " ... In addition to all the questions it's raised about privacy expectations and government overreach, recent revelations about the National Security Administration's Prism surveillance program has thrust another debate into the spotlight: How much data should marketers and media companies be able to collect and store? ... "