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Why not use information that already exists through state-issued driver’s license and identification cards as a starting point to microsegment the population and assign people in advance a date, time and location for their vaccine provided at a state-run vaccination center?

“We can microsegment as thin as we want in the future,” Ms. Haziot said.

On the other hand, it’s very helpful to advertisers to know which “microsegment” a person falls into in order to better target ads, and here the line between demographic and sensitive information begins to blur a bit.

Let’s say you’re an OB-GYN, and Facebook determines that many of the patients connected to you share the commonality of being very interested in maternity products and falling into the “middle-class expectant mother” microsegment.