How Fox's Partnership With TransUnion Is Ultimately a Win For ... Comcast?

It would be easy to breeze right past the headline and not give it a second thought, chalking the announcement up to mere formality. Fox Corp. (NASDAQ: FOX) (NASDAQ: FOXA) needs detailed information about its TV viewers so it can better target television commercials with its streaming service Tubi, and TransUnion (NYSE: TRU) can supply it. Why not work together?

Give the news a closer, second look though, and one may start to wonder exactly why -- or even how -- a credit reporting bureau is working with a media giant, providing sensitive information that should arguably be kept confidential. Besides, how would TransUnion even know about your viewing or shopping preferences?

There's the rub. This is a partnership that should gnaw at consumers. It should also concern regulators and lawmakers. Even media names may want to think twice before plugging into the same idea. Fortunately, it's not a prospective moral hazard that rival television name Comcast (NASDAQ: CMCSA) even has to consider. It's already figured out how to gather and utilize consumer data for its TV platforms.

Source Fool.com