We’ve been thinking about the potential of big data (large, continuing streams of computer-readable data) for development applications. There is nothing about development in the marketing campaign below, but can any zealous privacy advocate identify a problem with it? A mobile campaign by Blue Chip Marketing Worldwide, which is based in Chicago, places the ads for the thermometer within popular apps like Pandora that collect basic details about users, including their sex and whether they are parents, and can pinpoint specific demographics to receive ads. But not all mothers will see the ad on their smartphones. Rather, the ads will be sent only to devices that, according to Google, are in regions experiencing a high incidence of flu.