Data surrounds us and is increasingly used in advertising. But is that a good thing? A look at the issues surrounding the increased use of personalisation and potential policy implications for marketers
38. 1. Collect confirmed data
~ 5,000,000 profiles
2. Prediction modelling
3. Segmentation
Statistical models are built to
predict “true male” across all 600
attributes
Segmentation for balance of
reach and precision