Data Broking | HTX Engelsk A | 24. maj 2016

This study guide will help you focus on the topic of data broking - the business of tracking, buying and selling information about online behavior. We will show you examples from a video and three texts that cover the topic and focus on the most significant elements that will be relevant for a discussion about data broking. In these notes, we will focus on the business of tracking, buying and selling information about online behavior.

Exam question

This study guide is based on the written exam in English A on HTX from 24th of May, 2016:

Presentation of the topic

The business of tracking, buying and selling information about online behavior, also called data broking, has developed alongside the internet. Essentially, the internet and other digital technologies have created the context for certain companies to collect and trade marketing information about user preferences with a commercial purpose.

Tracking online behavior refers to the process of collecting data about individuals based on their actions while online: the sites they visit, the clicks they make, their likes and dislikes on social networks as well as any other personal information they post or provide online. This data is gathered and analyzed by specialized companies, known as data brokers, and compiled into a personal profile. This information is then traded either between data brokers or between data brokers and retailers. Based on these profiles, retailers and service providers can personalize and customize the ads that appear to a user when he/she is surfing the web.

Further help

Do you want additional help with analysis of non-fiction? See our general guide to non-fiction analysis.