cross-device tracking seeks to create a profile of a user across multiple devices, big tech companies, such as Google, could use this behavioral data to make predictions about the user's future behavior without the user's awareness. Scholars are beginning to discuss the possibility of quantifying the monetary value of users' personal data. Notably, the algorithms used to extract and mine user data are increasingly seen as business assets and thus protected via trade secrets. Indeed, the usage of free online services, such as public Wi-Fi, often comes at the unknown cost to the user of being tracked and profiled by the company providing the service. In essence, a transaction is occurring: users' personal data is being exchanged for access to a free service. Increasingly, scholars are advocating for users' right to understand the fundamental value of their personal data more intimately so as to be more savvy, informed consumers who have the ability to protect the privacy of their online information and not be manipulated into unwittingly giving away personal information. Health and wellness applications In addition, health and wellness applications also have a dearth of privacy protections as well: a study found that many health apps lacked encryption and that regulators should enforce stronger Data privacy protections. The study stated that of the 79 apps they tested, none of the applications locally encrypted the users' personal information and 89% of the applications pushed the data online. The lack of adequate privacy and security measures surrounding users' personal medical data on mobile applications underscores the lessening degree to which users can trust mobile app developers to safeguard their personal information online. While mobile application developers continue to confront privacy and security concerns, users are increasingly looking to ways to visualize their data through wearable devices and applications that track their workout and exercise routines. Indeed, researchers discovered that these self-tracking devices play a role as a tool, a toy, and a tutor in users' lives. In the tool role, the self-tracking device functions as a mechanism to help the user in some capacity, often to achieve personal health goals. The toy role underscores how some self-tracking users see it as a fun game, particularly with regard to rewards and viewing the visualized data. Lastly, the tutor role reflects how users gain insights from and motivation about their activity from the apps themselves. Other scholars have characterized self-tracking as performing for