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The information age set off a revolution for organizations and institutions without precedent. Big production of data is a major competitive advantage for companies. Therefore, there are great economic incentives to monetize such data. However, there is evidence that indicates clear vulnerability in terms of user privacy, thereby setting a new paradigm in the search for a balance between privacy and security. This article offers a brief history of privacy to this day, deepens the scope and importance of its standardization in the regulation and future of digital markets.

A General Approach on Privacy and its Implications in the Digital Economy