Consumer privacy has been in the news lately. I have concerns with the amount of data being aggregated like most people but not because of targeted advertising. My concerns are explained in – The Filter Bubble: What the Internet Is Hiding from You and The Facebook Effect.

However, the data aggregated for advertising purposes is widely misunderstood. The FTC’s recent report on data brokers and consumer privacy includes a suggestion for a centralized website detailing what data brokers know about you (similar to a credit report). To unlock some of the mystery, I am sharing my online profile found in my browser.

Browser cookies portray me as interested in:

• Finance – Small Business, Business Professional, Small Business Owner, Finance
• Career – Management and Business

I don’t have my own business but do read finance web sites.

• 25 years old
• $54K – $60K household income
• College educated
• Asian
• Female 18-34
• 25-49
• Female 25-49 kids
• 18-34
• Female 25-49

Lots of correct and incorrect demographic data. My other browser in which I don’t clear cookies often was much more correct.

• Brittany Ferries UK
• iRobot2
• Out Group (for a particular product)

Some data indicating that I was interested in these products or not interested. I’m really a bit puzzled by this information.

• Looks out for myself first
• Willing to take charge
• Embraces risky challenges
• Tends to seek the spotlight
• Not fearful of rejection and lives comfortably amidst disorder
• Fanciful and spends freely on what moves me
• Little patience for planning, preferring the thrill of flying by the seat of their pants
• Believe I am extraordinary and deserving of recognition

An interesting psychological profile – Some of this is completely opposite of my personality and other parts may be true depending on who you ask.

• All travel
• Cooking and Recipes
• News and Current Events
• Food and Beverages

Other information, mostly true but I can easily guess which website came up with one piece of the above data.

This data all expires within 30 days. I’m fine with this data being collected on me for advertising purposes. If I get targeted ads due to this profile, it still seems better than getting ads that aren’t interesting to me. If you feel uncomfortable with this tracking, you can opt-out at the NAI.

Michael Chien, Technical Services Manager for Adap.tv

Tags: consumer privacy, FTC, Online privacy