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eric_seufert duncanwc I agree it is a poor term and poorly defined in some contexts, but if we go by any definition I would go by Zuboff's: "analysing massive data sets began as a way to reduce uncertainty by discovering the probabilities of future patterns in the behavior of people and systems"...
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eric_seufert duncanwc I think this is pretty specifically including user data volunteered by users, along with behavioral data, and is not particularly focused on 3p data ingestion. In fact a large chunk of Zuboff's book is focused on internal operations within the big tech firms running ads.
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eric_seufert duncanwc Which would have nothing to do with 3p models at all! So I think maybe you are not operating off the same definition that is being used by that article.