Research: Your Aggregated Consumer Data May Not Be Secure


Even anonymized and aggregated consumer data may not be as anonymous as people have been led to believe, according to new academic research. Researchers concluded that aggregated data -- big batches of information on things like mobile devices' movements, compiled for use in summarized form -- can be unraveled to reveal the actual movements of specific individuals with about 73% to 91% accuracy, even from pools combining hundreds of thousands of users. Companies that provide information to marketers about people's dining or shopping habits, for example, typically strip the data of personally-identifiable elements like names or addresses, then aggregate it before sending it off for use. Continue reading at AdAge.com

Leave a Reply