Abstract

Through this article we aim to emphasize that profiling occupies an important place in contemporary society. It is essential that it be understood by the general public so that it can be used in all areas where it would bring benefits. Areas such as marketing and recruitment need to identify the profile of those targeted, and this is accelerated by the changes brought by 2020. The pandemic has forced the use of the online environment in many areas to compensate for the physical distance imposed by the authorities to limit the virus spread, which required a reconfiguration of many activities. Profiling is not a penetration of a person's privacy because only public data is used to create the profile. Regarding the data obtained through social networks, their users must be aware that what they publish can be accessed by any other user. In this article we aim to identify a definition that emphasizes as clearly and simply as possible what profiling is.