Consumers, Big Data, and Online Tracking in the Retail Industry is the first independent analysis of Walmart's efforts to gather and track consumer information online, and use that information to shape marketing strategies. The report found that Walmart tracks the personal data of up to 145 million Americans, and shares that data with at least 50 third party companies. Frighteningly, the personal data of consumers is gathered easily and secretly, and shared without accountability. Communities of color and poor consumers are especially at risk. Read the report here.