Why Data Trackers Couldn’t Trap This City Dweller

An Ad Age reporter let five consumer data firms track her and she wasn’t all that impressed with the results:

I asked companies that handle offline and online data to assist in a three-week tracking experiment. During that period, the data collectors had no clue I bought a whole sea bass at the farmer’s market a couple days after the grocery store visit I paid cash and some even struggled to pin down something as seemingly basic as my home address. This admittedly unscientific study showed that, even though I agreed to let the trackers watch me all they wanted, gaps in what they could have learned about me abound.

via Why Data Trackers Couldn’t Trap This City Dweller | DataWorks – Advertising Age.