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My digital shadow looks nothing like me

Daniel Cooper
My digital shadow looks nothing like me

There is also the Dan Cooper who has the same name and address but who only exists inside a computer sitting on a shelf. One of them was Acxiom, a principally American marketing-data agency that collects data on individuals across the globe. Data that it has bought, or gathered, is algorithmically mashed together with public records and drained through a series of statistical models.