What Stays in Vegas (50 page)

Marijuana,
106
,
107
,
144–148

Marriage and divorce data,
5–6
,
47–49
,
63
,
245

Marsden, M. K.,
244

Martin, Dean,
21

MaskMe,
264

Mason, Matthew,
243

Massachusetts Group Insurance Commission (GIC),
102

Massachusetts Institute of Technology (MIT),
7
,
16
,
101
,
102
,
128–129

MasterCard,
266

Maxvisits.com
,
168

McElroy, James,
94–96

McKinsey & Company,
94–95

Media6Degrees,
159

MediaMorphosis,
89

Medical data

     
collected by data brokers,
244

     
imported into consumers' own managed vaults,
253

     
names revealed,
101–108

     
of PGP volunteers,
247
,
259

Memphis, Tennessee,
11
,
31

Merchant-funded rewards,
183

MGM Grand Hotel,
3
,
77

MGM Resorts,
77
,
130
,
135
,
182–188

Microsoft,
98
,
99
,
159
,
162
,
220

Milgram, Stanley,
98

Miller, Rob,
50

Mirage Hotel and Casino,
7–8
,
186
,
216

Mirman, Rich,
27–30
,
94
,
188
,
216
,
221–222

Misaldo
movie,
231

Mistree, Behram,
101

MIT blackjack card counters,
128–129

Mob figures and mob influence,
43–45
,
130
,
132

Mob Museum,
137–138

Mobile data,
185–186
,
265

Moglen, Eben,
260

Monahan, Brian,
51
,
54–62
,
67–68
,
265

Monahan, Matthew,
51–62
,
65–68
,
74
,
244
,
265

Monet, Yvette,
187

Monte Carlo,
7

Montgomery Ward,
78

Moore, James,
131

Moore, Les,
151

Moral and ethical considerations of data brokering,
40
,
50
,
152
,
188
,
220

Moscow,
110

Movie rating system of Netflix,
109–111

Mug shots

     
background,
137–138

     
displayed by
Busted!/bustedmugshots.com
,
140–144
,
149–155

     
Janet LaBarba case,
143–144
,
150

     
Paola Roy case,
138–140
,
150

     
taken of Kyle Prall,
146
,
149(fig)

     
used in Instant Checkmate ads,
72–74

Multicultural marketing,
86
,
89

Multi-mailing company,
78

Munger, Charlie,
52
,
53

Mydex.org
,
234

Myinfosafedirect.com
,
234

MyLife.com
,
49–50
,
59–60

MyPersonality,
99
,
101

MyPOQ,
262

Names as valuable data,
85–89
,
170
,
173–174

Narayanan, Arvind,
109–111

Native Americans, marketing to,
87
,
88

Nebraska,
52
,
81–82
,
84
,
162

Nebraska Game and Parks Commission,
162

Nersesian, Bob,
129

Netflix,
71–72
,
109–112

Nevada Legal News
,
43–44

Nevada State Gaming Control Board,
127

New Jersey,
31
,
75–76
,
175

New Orleans,
11

New York,
61
,
93–94
,
149
,
157–159
,
169

New York Times
,
112
,
160
,
162
,
246
,
261

New York University,
158

New York-New York casino, Las Vegas,
134
,
135
,
209

New Zealand,
246

Newman, Paul,
47

Newspaper archives,
42–45

Nike (
nike.com
),
164
,
231

9/11 attacks.
See
September 11, 2001, attacks

Nokia,
162
,
231–232

Nonprofit organizations,
59
,
79
,
80–81

Norlin, Chase,
167–169

Norton, David,
12–13
,
30–32
,
91–92
,
94

NoScript,
260
,
262
–
263

NSA.
See
US National Security Agency

Obama, Barack,
3
,
86
,
88

Ocean's Eleven
movie,
21
,
124

Ocner, Daniel,
89

Odds

     
better in high-limit rooms,
198

     
for blackjack vs. slot machines,
175

Off Pocket,
265

Ogilvy and Mather advertising firm,
235

Ohio,
78
,
201

Omaha, Nebraska,
52–53
,
66
,
83
,
84

Onion Browser,
263

Online behavioral advertising,
157
,
159–160
,
164

Online surveys,
80
,
84
,
88
,
90
,
103–104
,
242
,
248

Open records laws,
141
,
151

Opportunity segments,
27
,
29(chart)

Opting out of personal data sharing

     
Acxiom's AboutTheData files,
222–223

     
for credit cards, financial institutions,
266

     
from data brokers,
252
,
267
–
268

     
multiple removals vs. one-stop removals,
246

     
from online advertisers,
263

     
of PeopleSmart,
67

     
search engine results,
155

     
of sharing gambling transaction data,
182

Oracle,
66

Orbot,
263

The Outfit,
44–45

Outside data

     
availability to consumers,
252

     
Caesars' policy against use,
40
,
74
,
90

     
Caesars' policy revamped,
210–214
,
253–254

Ownyourinfo.com
,
234

Packard, Vance,
237

Palo Alto, California,
56

Pancer, Andrew,
164

Papp, Jamie,
201

Parentingnews.com
,
164

Pasadena, California,
49

Patient Privacy Rights Foundation,
108

Peel, Deborah,
108–109

Pennsylvania,
78
,
93
,
133

People search sites,
56–63
,
66–67
,
239
,
267

Peoplefinders.com
,
50

PeopleSmart

     
cell phone numbers not listed,
66–67

     
compared to Instant Checkmate,
69
,
72

     
differentiated by respecting privacy,
50
,
61–63

Perlich, Claudia,
157–166
,
169
,
222

Permissions granted/not granted

     
to collect personal consumer data,
40
,
85
,
219–223
,
228

     
under Fair Credit Reporting Act,
73–74

     
for patients' health records,
108

     
to send email messages,
79

     
for tapping into social media profiles,
99
,
101

     
to use persons' images,
117
,
120
,
122

Personal data

     
abuse of,
99
,
235
,
237–238
,
252

     
allowing individuals to be identified,
101–107

     
Caesars' policy of informing customers,
36
,
39
,
171
,
249

     
controlled by consumers (
see
Control of personal data by consumers
;
Privacy companies
)

     
gathered by the Mob,
43–45
,
46

     
gathering procedures,
33–34

     
integrated into future slot machines,
189–190

     
limitations,
252–253

     
from online surveys,
84

     
privacy risks,
241
,
259

     
used for individualized targeted offers,
39
,
77
,
217–219

     
See also
Data brokers
;
Public records as personal data sources

Personal data vaults,
225–230
,
234
,
243
,
253
,
268

Personal Genome Project (PGP),
103–107
,
246
,
259

Personal.com

     
background,
225–226
,
229–230

     
considers credit card without gathering personal data,
266

     
encrypts user data, sharing only with permission,
232–233
,
268

     
Fill It browser plug-in,
234

Pesci, Joe,
43

Pfahler, Mike,
133–134

PGP.
See
Personal Genome Project

Pharmacies selling personal data,
108

Phillips, John,
88–89

Phillips, Tom,
162–163
,
166–167

Phone book information,
43
,
63
,
78
,
80–82
,
262

Photo recognition technology,
5
,
127
,
131–134
,
253
,
260