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"Personally identifiable data from the online world is merged with personally identifiable information from the offline world, every day, " says Jennifer Barrett, Acxiom's head of global privacy and public policy.
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The practice has come under fire in recent months, especially since DoubleClick announced plans to start combining anonymous online data with personally identifiable information.
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The lack of market transparency into data breaches for anything other than personally identifiable information also helps organizations underestimate or hide (intentionally or otherwise) the true cost of cyber incidents.
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We are dealing with personally identifiable information, so there are privacy issues and data associated with the folks that are filing claims, and how you actually manage this process -- we just need to make sure we get it right.
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Mr. Brown said personally identifiable information is "less than 1%" of total data sent to Dataium.
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Not all data is equal some of it, such as personally identifiable information, is highly sensitive.
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She also says that, while Acxiom does store personally identifiable information, it doesn't store or merge anonymous online-tracking data, such as Web-browsing records.
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