Ad Age

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

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