Profiling By Name

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Online tracking company, RapLeaf, has a rich trove of data that includes names.

Online tracking company, RapLeaf, knows more millions of Americans than others do: their real names and email addresses. According to this report on WSJ.com, most trackers either can't or won't keep the ultimate piece of personal information -- a name -- in its database.

"In the weeks before the New Hampshire primary last month, Linda Twombly of Nashua says she was peppered with online ads for Republican Senate hopeful Jim Bender.

"It was no accident. An online tracking company called RapLeaf Inc. had correctly identified her as a conservative who is interested in Republican politics, has an interest in the Bible and contributes to political and environmental causes. Mrs. Twombly's profile is part of RapLeaf's rich trove of data, garnered from a variety of sources and which both political parties have tapped."

Read the Full "A Web Pioneer Profiles Users by Name" Story at WSJ.com

  This article was originally published on Wednesday Oct 27th 2010
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