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Predictive Profiling
Tracking
Using data to guess what you’ll do next.
Definition
Predictive profiling uses your data to predict things about you, like interests, income level, or behavior.
In plain English
Using data to guess what you’ll do next.
Why this matters
Why it matters: Predictions can be wrong, unfair, and still used to target you or make decisions.
Example
Example: An ad system predicts you’re likely to buy something and shows you higher-priced offers.