Research Sources & Citations
for digital privacy & consent video
Birthday + Gender + Zip code can uniquely identify anyone in the United States with 87% accuracy (Research by Dr. Latanya Sweeney). Dr. Sweeney is now a professor at Harvard University and director of their data privacy lab.
L. Sweeney. Simple Demographics Often Identify People Uniquely. Carnegie Mellon University, Data Privacy Working Paper 3. Pittsburgh 2000.
Statistics about the reach of Oracle’s data marketplace: “includes more than 30,000 data attributes on two billion consumer profiles” — taken directly from Oracle press release published in 2017. Press release has been removed but archived version available here: https://web.archive.org/web/20170710224931/https://www.oracle.com/corporate/pressrelease/eyeota-011917.html
List of Rape Victims For Sale (Wall Street Journal): https://blogs.wsj.com/digits/2013/12/19/data-broker-removes-rape-victims-list-after-journal-inquiry/
Examples of Linking Services that match online data to offline, real-world data:
“ID Graph” by Oracle
“IdentityLink” by Acxiom
“Abilitec Link” by Acxiom
“LiveRamp” by Acxiom
Facebook, Twitter, and Google also have “upload and match” services whereby companies can upload their private real-world customer data and have it matched with digital users on each of the platforms.
Full Reference List is also available upon request.