Privacy-based critiques do not quite capture the element of productive power and control at work in the promise of monitoring-based marketing. If privacy violations constitute an invasion—a loss of control over the process of self-disclosure— market monitoring includes an additional element of control and management: the systematic use of personal information to predict and influence. The critique of exploitation addresses this element of power and control. Defenders of market monitoring will argue that individual consumer behavior remains uncoerced. Critical approaches, however, locate coercion not solely at the level of discrete individual decisions, but also in the social relations that structure them. In this regard, the invocation of the notion of exploitation parallels Jonathan Beller’s claim in his contribution to this volume that, “an interest in labor should force us to rethink the logistics of media platforms and see them as technologies formed in the struggle between labor and capital and thus by and for the expropriation of labor.”