“Other alternative data sets, such as GPS-related sources that disclose locations, may be risky,” says George Mussalli, PanAgora Asset Management’s equities CIO and head of research. “A lot of these things are coming from apps,” he says. “The problem is, I am not sure that everyone that is using the app is fully aware that their data is being sold, [and] is there any lapse in security? There [are] actually companies out there who just flood the app store with apps; they just get anybody and everybody to download the app; they don’t really care if anybody uses it as long as you keep the location on, they know where you are all the time.”

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