INFORMS Open Forum

Researchers Lift the Curtain Behind the "Black Box" of Data Broker Records: New Study Reveals Key Strengths and Weaknesses of Data Records

  • 1.  Researchers Lift the Curtain Behind the "Black Box" of Data Broker Records: New Study Reveals Key Strengths and Weaknesses of Data Records

    Posted 16 days ago

    CATONSVILLE, MD, November 4, 2019 – It's no longer news that our data is for sale. Data brokers often use online browsing records to create digital consumer profiles that are then sold to marketers as pre-defined audiences for targeted advertising. 

    It is often assumed that the tools used to analyze and categorize customer data are so sophisticated that marketers can reliably fine-tune messaging and targeting. But new research from the INFORMS journal Marketing Science (Editor's note: The source of this research is INFORMS) has revealed that the process for creating those digital profiles may not be as reliable as many may assume.

    Click here to read the full press release.



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    Ashley Smith
    INFORMS
    Catonsville MD
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