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Data Aggregation
Privacy
Linking and combining datasets to derive higher-level insights and profiles.
Definition
Data aggregation involves consolidating multiple datasets (events, transactions, identifiers) and linking them at user or device level to create unified views and segments.
In plain English
Linking and combining datasets to derive higher-level insights and profiles.
Why this matters
Why it matters: Aggregation increases re-identification risk and the sensitivity of derived inferences.
Example
Example: Joining web tracking events with offline purchase data using an email hash.