Consumers, Big Data, and Online Tracking in the Retail Industry: A Case Study of Walmart

This report examines the many ways in which consumers' information is gathered online and then used to profile and advertise to them, using Walmart as a case study. It highlights specific strategies being used by Walmart to gather information on consumers, discusses the lack of effective regulation in the areas of consumer privacy and big data, and outlines how big data can result in increased discrimination against communities of color and low-income communities.