If you've opened any social media service recently then you know that the annual release of Spotify Wrapped is an internet-wide holiday; each year, Spotify's 400 million users take to the internet in droves to trade personalized graphics and boast about their eclectic taste or most-streamed songs.
This annual tradition is only possible thanks to Spotify's ability to use your individual data to deliver you a valuable service. Nearly every website, app, or online service uses data to make their services relevant, helpful, and better.
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