The technology disclosed relates to creating an audit trail of data incorporation in user profiles. In particular, it relates to linking trust objects to fields of the user profiles.The technology disclosed also relates to maintaining an opt trail that captures user opt-ins by recording the circumstances surrounding opt-in actions. In particular, it relates to linking trust objects to user profiles that connect users to an advertising campaign.The technology disclosed further relates to tracking and measuring reputation of product models in consumer markets. In particular, it relates to assembling consumer feedback on the product models from online social networks and service records of the product models and applying sentiment analysis on the consumer feedback.