“This flu season, Clorox paid to license information from Kinsa, a tech start-up that sells internet-connected thermometers that are a far cry from the kind once made with mercury and glass. The thermometers sync up with a smartphone app that allows consumers to track their fevers and symptoms, making it especially attractive to parents of young children. The data showed Clorox which ZIP codes around the country had increases in fevers. The company then directed more ads to those areas, assuming that households there may be in the market for products like its disinfecting wipes.” (New York Times)