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Professor Anindya Ghose explains why many consumers are willing to share their personal data with companies

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Excerpt from Adweek -- "Similarly, Anindya Ghose, a business professor at NYU, said he found in a May 2017 study that more than 75 percent of participants were willing to share intimate data with companies—provided the firms have a product or service they value. 'They are beginning to demand a fair exchange for their data and want to negotiate the terms with brands to mutual advantage,' he said."

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