Online price discrimination?

 If you’re shopping from a Manhattan zip code or logging in with a Mac (avg. household income for Mac owners is 32% higher than Windows PC owners), Orbitz concedes that you’ll pay more for your hotel room.  Orbitz has rolled out what it calls a “predictive analytics” initiative in an attempt to increase revenues.  Indeed, it’s not hard to find examples of different people paying different prices based on their demographic checkboxes.

Orbitz isn't showing the same room to different users at different prices, but more luxurious rooms at higher prices to certain users.

The sort of targeting undertaken by Orbitz is likely to become more commonplace as online retailers scramble to identify new ways in which people’s browsing data can be used to increase online sales.

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