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Consumer obfuscation of behavior tracking

Gartner, Top Strategic Predictions, 2021, published 2021-10-19

By 2024, 40% of consumers will trick behavior tracking metrics to intentionally devalue the personal data collected about them, making it difficult to monetize.

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All captured fields

rank: 1
kind: top_prediction
subject: Consumer obfuscation of behavior tracking
target year: 2024
timing: by
metric: share of consumers tricking behavior tracking metrics
value: 40
unit: %
confidence: high