We are in the era of big data. With a smartphone now in nearly every pocket, a computer in nearly every
household, and an ever-increasing number of Internet-connected devices in the marketplace, the amount of
consumer data flowing throughout the economy continues to increase rapidly.
The analysis of this data is often valuable to companies and to consumers, as it can guide the
development of new products and services, predict the preferences of individuals, help tailor services and
opportunities, and guide individualized marketing. At the same time, advocates, academics, and others have
raised concerns about whether certain uses of big data analytics may harm consumers, particularly lowincome
and underserved populations.
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