The Enliken Data Accuracy survey measured the accuracy and brand safety of data used by AOL, Yahoo, Google, BlueKai and Exelate to target online ads. Results from part 1 showed that barely half of the data used to target online ads is correct. In part 2 Enliken's data scientists analyzed over 35,000 data points to measure accuracy and how people felt about advertisers

The results were compiled into an interactive graph containing the top 150 attributes. It can be accessed at: http://enliken.com/results/graph

Some highlights include:

• Wealth and underwear have more in common than you’d think.
Respondents marked "high net worth" and “underwear shopping” activity as equally accurate and sensitive.

• Homeowners are more comfortable than renters sharing that fact.
Homeowners were 37% less likely to mark that fact sensitive than their renting counterparts.

• Interest information isn’t considered sensitive.
Interests like cooking, tennis, computer software and DIY were considered 100% safe.

Another notable trend was how safe shopping and intent data is. "It's really exciting that the most valuable and actionable data is also the safest to use" said Enliken CEO, Marc Guldimann. "Real time shopping and Intent data are a goldmine for marketers and consumers are eager to share it. We hope to help progressive digital marketers tap into that sentiment."

Guldimann cautioned against the use of data just because it was reported as non-sensitive, “there are other factors that impact consumer sentiments on data use, such as transparency, control and fair compensation.”

Enliken's software helps marketers offer perks and rewards in exchange for shopping and brand affinity data. With a simple two-step process retailers can ask their customers to opt-in to a transparent data exchange. Retailers who would like a free trial can request more info at http://enliken.com, email contact@enliken.com or call their offices at 1-401-ENLIKEN.