Really depends to be honest. Based on region, the amount/type of data you share can be restricted/not allowed at all (eg. CCPA, GDPR). The main idea still remains that users can choose to be ‘somewhat’ anonymous, and that nowadays is largely followed by Anonymization of PII (Personal Identifiable Information). The laws in India for this are almost Non-existent (Bajaj Finance and countless banks offering you loans will attest to this), but this will be a challenge in US/EU.
Also, a company like Affle might not just sell the data directly (due to possible legal complication, and the fact that this data is what makes the company more valuable), but can use this same data to augment its own offering and/or sell it as SaaS. What happens is if you’re the First Party Owner of the data, even though you don’t/can’t have PII data with you, the data is still very meaningful once anonymized, as it can still help you with segmenting and profiling cohorts of your users behavior.
For eg., you’ll not be in violation of the laws if you can make the data anonymized, but you can still use the very same data.
“THE PRINCIPLES OF DATA PROTECTION SHOULD THEREFORE NOT APPLY TO ANONYMOUS INFORMATION, NAMELY, INFORMATION WHICH DOES NOT RELATE TO AN IDENTIFIED OR IDENTIFIABLE NATURAL PERSON OR TO PERSONAL DATA RENDERED ANONYMOUS IN SUCH A MANNER THAT THE DATA SUBJECT IS NOT OR NO LONGER IDENTIFIABLE”.
Most of the digital advertising works with cookies, which is actually how advertisers can track you. They can actually track and target you, without actually knowing you (Unless you voluntarily give them data, by something like Lead Generation).
(Also see Cookie Sync if interested in the technical implementation details).
PS. - My first post on ValuePickr, open to feedback
Also, invested and biased.
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