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Predictive Profiling
Tracking
Use of statistical/ML models to infer traits or future behavior from observed data signals.
Definition
Predictive profiling combines signals (browsing, location, purchases) to infer attributes (propensity, risk, preferences). It can drive targeting, ranking, and automated decision-making.
In plain English
Use of statistical/ML models to infer traits or future behavior from observed data signals.
Why this matters
Why it matters: Inferences can be sensitive and hard to challenge, and can amplify bias or discrimination, impacting privacy and autonomy.
Example
Example: A lender uses inferred “risk” scores from online behavior; transparency and contestability are key safeguards.