It’s increasingly difficult to open emails, scroll through a social media app, or simply browse the internet without being inundated with information you haven’t requested. Whether it’s a marketing newsletter you never signed up for, promotions of companies unknown to you, or an advert for a product you’ve searched for on another website – or even another device – this correspondence is usually unwelcome.
Understandably, it’s unnerving to see ads popping up that target your age, gender, location, profession, hobbies, dietary requirements… the list goes on. The reason people are increasingly experiencing this form of tailored communication is due to the rise of data brokers. By collecting and collating personal details from numerous sources, these brokers can create detailed consumer profiles, which they then sell to companies. This data is fundamental in shaping marketing strategies, as businesses attract customers by only showing them products that they genuinely may want or need. Read More…