[throwway120385]

What's different is that the period tracker apps have women provide that information pretty directly. The data broker probably had to do a lot of work and then estimate with a confidence level. So there's a significant difference in level of effort there, and then because of the estimate the data becomes much less valuable because it's only plausible it's not certain.

This argument gets trotted out whenever people talk about privacy and protection of personal information. I hear it when people discuss LPR systems, cameras, and the like too.

These data-gathering applications of technology should be treated specially because they make it extremely easy to gather high-confidence data about individuals. I bet your data broker couldn't predict when someone was ovulating or whether they were pregnant or count how many miscarriages they had just based on purchase history? This is all data that period tracker apps capture pretty directly. The miscarriages one is particularly bad because that data could be misconstrued as abortion and in US states where that's illegal it could get you into real trouble. There's a small but vocal subset of the population that seems to want to punish women for anything other than a healthy delivery. But when my spouse and I were trying everyone we talked to had at least one if not more miscarriage stories.