Now, both Apple and Google are providing full encryption as a default option on their mobile operating systems with an encryption scheme they are not able to break themselves, since they don't hold the necessary keys.
Some corporations have gone as far as turning to "zero-knowledge" services, usually located in countries such as Switzerland. These services pledge that they have no means to unlock the information once the customer has entered the unique encryption keys. This zero-knowledge approach is welcomed by users, who are reassured that their information is impossible to retrieve — at least theoretically — without their knowledge and the keys.
The EFF says, "Sending such personal information raises significant privacy concerns. A company like Doubleclick, for example, could match up the personal data provided by healthcare.gov with an already extensive trove of information about what you read online and what your buying preferences are to create an extremely detailed profile of exactly who you are and what your interests are. It could do all this based on a tracking cookie that it sets which would be the same across any site you visit. Based on this data, Doubleclick could start showing you smoking ads or infer your risk of cancer based on where you live, how old you are and your status as a smoker. Doubleclick might start to show you ads related to pregnancy, which could have embarrassing and potentially dangerous consequences such as when Target notified a woman's family that she was pregnant before she even told them. "