> The data obtained by Motherboard and PCMag includes Google searches, lookups of locations and GPS coordinates on Google Maps, people visiting companies' Linke

> The data obtained by Motherboard and PCMag includes Google searches, lookups of locations and GPS coordinates on Google Maps, people visiting companies' LinkedIn pages, particular YouTube videos, and people visiting porn websites. > "It's very granular, and it's great data for these companies, because it's down to the device level with a timestamp," the source said, referring to the specificity and sensitivity of the data being sold > Jumpshot gave Omnicom access to all click feeds[...] The product includes [...] "the entire URL string" > A set of Jumpshot data obtained by Motherboard and PCMag shows how each visited URL comes with a precise timestamp down to the millisecond, which could allow a company with its own bank of customer data to see one user visiting their own site, and then follow them across other sites in the Jumpshot data. How can you _possibly_ anonymise that at scale? Maybe someone searches an email address, or searches a unique phrase, such as a nickname, that identifies them. If someone makes multiple searches for directions from/to a particular place, it's probably their home or work. If you are logged in to a company's site, they likely know exactly who you are, and can correlate their logs with the Jumpshot logs (URL+millisecond timestamp could very well be unique) to follow you across other sites. The article notes that some products include "inferred gender" and "inferred age" - what _else_ can you infer from the provided data that may be enough to ID you? Even if they _aren't_ directly selling it, it's a uncomfortable amount of information for a company to have (at best).