Submission + - Researchers find online behavioral profiles highly inaccurate
An anonymous reader writes: Researchers at CMU find that nearly 40% of behavioral profiles created by data aggregator/broker companies contain high level of inaccuracies (up to 80%). The researchers looked at behavioral profiles that a top data broker company created about individual users, and found that profiles contain personal and sensitive information (full name, address, bankruptcy score, credit card interest score, medication purchases, religion, personality type etc.). The researchers, who will be presenting their work at a privacy and big data conference, caution that these profiles are routinely used for fraud detection and background checks, and high level of inaccuracies are a concern.