There will be an estimated 35 zettabytes (35$times$10textsuperscript{21}) of digital records worldwide by the year 2020. This effectively amounts to privacy management on an ultra-large-scale. In this briefing, we discuss the privacy challenges posed by such an ultra-large-scale ecosystem - we term this ``Privacy in the Large''. We will contrast existing approaches to privacy management, reflect on their strengths and limitations in this regard and outline key software engineering research and practice challenges to be addressed in the future.