By Michael Ruttinger ( June 4, 2018, 1:02 PM EDT) -- The Cambridge Analytica scandal that broke in March 2018 shocked the popular consciousness into an awareness of what data brokers, app developers, and consultants have known for years — that in the 21st century, your personally identifiable information is the new hot commodity. Some have even labeled PII "the new oil," underscoring the value that individual information like biometrics, DNA, geolocation history, or internet browsing history holds for those who seek to target individuals or groups of individuals for a variety of reasons, which can range from product marketing to predictive voting models. The public reaction has been predictable — outrage that Facebook allowed millions of its users' "private" PII to be harvested and ultimately sold by the Cambridge Analytica consulting firm....