Have we been monetized and become commodity without our consent - Privacy in the time of Big Data technology

According to Eric Schmidt, Google CEO, the quantity of data which is now generated in only two days, equals the quantity of data which was generated since the beginning of civilization until 2003. Aggregation of technologies which are used for storing and the analysis of huge quantity of data are called Big Data, and are used in many aspects of human activity. Since both structured and non-structured sources of data are used in Big Data technology, there is a question of personal data and privacy protection. Are and in what ways various companies, agencies and services collecting and analyzing personal data from social networks in order to increase their efficiency, make profit or to increase general safety of citizens? Law on Protection of Personal Data regulates the protection of personal data of citizens as well as the supervision of the collection, processing and use of personal data in the Republic of Croatia. Provisions of this Law are applicable to the processing of personal data by state authorities, local authorities, as well as legal entities and private persons who process personal data. Has personal data which is stored and analyzed on daily basis become commodity without our consent?