There's a new side to choose. It helps that each of us is already on it. Linux Journal was born in one fight and grew through a series of others. Our first fight was for freedom. That began in 1993, when Phil Hughes started work toward a free software magazine. The fight for free software was still there when that magazine was born as Linux Journal in April 1994. Then a second fight began. That one was against all forms of closed and proprietary software, including the commercial UNIX variants that Linux would eventually defeat. We got in the fight for open source starting in 1998. (In 2005, I got a ribbon for my own small part in that battle.) And last year, we began our fight against what Shoshana Zuboff calls surveillance capitalism, and Brett Frischmann and Evan Selinger call re-engineering humanity.

Shoshana Zuboff's new book The Age of Surveillance Capitalism goes into gory details of how companies collect, use, buy and sell your data for profit, often without consent or even the consumer knowing it was happening, until disasters reveal some of the dark underbelly—like the Cambridge Analytica scandal. But, I’m a marketer, so I will focus on the subset of “surveillance marketing”—also known as “digital marketing”—where companies profit off of you, because they are set up to do so.

Since the turn of the millennium, online publishing has turned into a vampire, sucking the blood of readers' personal data to feed the appetites of adtech: tracking-based advertising. Resisting that temptation nearly killed us. But now that we're alive, still human and stronger than ever, we want to lead the way toward curing the rest of online publishing from the curse of personal-data vampirism. And we have a plan. Read on.