Surveillance pricing uses a consumer's personal data and behavior to determine their willingness to pay. It has also been described as personalized price gouging and has raised concerns over algorithmic discrimination, consumer privacy, digital redlining, and undermining price discovery.

Surveillance pricing uses a consumer's personal data and behavior to determine their willingness to pay. It has also been described as personalized price gouging and has raised concerns over algorithmic discrimination, consumer privacy, digital redlining, and undermining price discovery.