A new technical report by Open Rights Group investigates the pervasive surveillance activities of marketing companies. The report highlights the emergence of a vast landscape of data companies, including big players such as Google and Meta, that continuously share and trade digital profiles with each other. However, the report concentrates on the data practices of LiveRamp, formerly known as Acxiom, a major consumer data broker that sells data about 700 million consumers globally. The report is based on an analysis of software documentation available online and focuses on Europe, France, and the UK. The lawfulness of many of these data practices under EU and UK General Data Protection Regulations (GDPR) is still a subject of ongoing debate and litigation.
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