The FTC Wants to Know If Your Data Sets Your Price

On October 28, 2026, the FTC ordered Walmart, Target, Uber, Lyft, DoorDash, Instacart, Delta, United and JetBlue to explain whether they use personal data to set individual prices, wages and job offers. This video goes through what the order actually says, what is a fair guess about how pricing software works, and what nobody knows yet. It ends with the signals to watch over the next twelve months. 00:00 Same app, two prices 01:18 What the FTC actually ordered 02:17 Why this is round two 03:14 The three pricing dials 04:43 Airlines and grocery price tests 05:48 Your paycheck is in this too 06:20 Known, guessed, unknown 07:36 What to watch next year Sources: https://www.ftc.gov/news-events/news/press-releases/2026/10/ftc-launches-personalized-pricing-compensation-inquiry https://money.usnews.com/investing/news/articles/2026-10-28/exclusive-us-ftc-demands-walmart-uber-delta-and-others-hand-over-data-on-personalized-pricing https://www.cnbc.com/2026/10/28/ftc-walmart-uber-target-data-personalized-pricing.html https://news.bloomberglaw.com/us-law-week/ftc-orders-nine-firms-to-give-data-on-personalized-pricing https://www.hunton.com/insights/legal/ftc-to-launch-new-study-on-personalized-pricing https://www.ftc.gov/news-events/news/press-releases/2024/07/ftc-issues-orders-eight-companies-seeking-information-surveillance-pricing https://search.ftc.gov/system/files/ftc_gov/pdf/surveillance-pricing-6b-research-summaries-ferguson-dissent-final.pdf https://www.warner.senate.gov/public/index.cfm/2025/12/warner-leads-bipartisan-effort-to-push-ftc-to-crack-down-on-surveillance-pricing-with-holiday-shopping-season-underway https://downloads.regulations.gov/FTC-2026-1057-3623/attachment_1.pdf