Data aggregators, consumer data, and responsibility online: Who is tracking consumers online and should they stop?

  title={Data aggregators, consumer data, and responsibility online: Who is tracking consumers online and should they stop?},
  author={Kirsten E. Martin},
  journal={The Information Society},
  pages={51 - 63}
ABSTRACT The goal of this article is to examine the strategic choices of firms collecting consumer data online and to identify the roles and obligations of the actors within the current network of online tracking. In doing so, the focus shifts from placing the onus on individuals to make an informed choice, to justifying the roles and responsibilities of firms when gathering, aggregating, and using consumers' interests or behavior online. Firms online are uniquely positioned to undercut or to… Expand

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