They combine this information
with self-asserted details of the customer: income,
area of residence, age group, and family composition.
How do they know that?To gather demographic data
about purchasing habits, grocery stores have customers
sign up for loyalty cards, which customers can scan
when they make purchases. In exchange for the data
customers volunteer, they are granted rewards or lower
prices on the goods they buy. Because no customer??™s
personal data is validated when they collect the card, it
has little value on an individual basis. However, customers
generallydon??™t lie about the information given??”if
they did, at some point the data would be useless, and
likely the grocery stores would increase the validation of
the cardholder??™s data. The product-purchase information
is very accurate, and at the very least, the stores know
that a particular card was scanned when these purchases
were made.
Of course, in some situations, the choice for an IP is predetermined.
For example, a site to manage a user??™s 401(k) retirement
savings account could require a token from his employer??™s STS
to sign in. This allows the website to of?¬‚oad the authentication
effort onto the companies that employ the customers.
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