Mistaken Identities: Fake Birthdates Foil Facebook

The Wall Street Journal: “A recent survey of U.S., French, German, Italian and British consumers found that 41% had intentionally falsified personal information when signing up for products and services online. Most common was providing a fake phone number … Respondents also said they have provided a false birth date, made up a postal address, lied about a name or selected the wrong gender.”

“All the lying does seem to foil advertisers. It is ‘a much bigger problem than people are aware of,’ says Nick Baker, director of research and consulting of U.K. market research company Verve, which conducted a 2015 survey showing a large amount of fake information on website registrations and the like. Incorrect birth years, he says, are particularly nefarious because advertisers are often trying to match up habits or buying patterns with a specific age group.”

“But some companies that provide data to marketers say they are depending less and less on biographical information. Preethy Vaidyanathan, the chief product officer of New York-based marketing technology company Tapad, says they track much more valuable information from phone and web browser use.”

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