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You for Sale: Your Online Attention, Bought in an Instant by Advertisers

In split-second auctions, companies are jockeying for the chance to buy online ads geared to your specific tastes. But consumer advocates see a risk of a computer-generated class system.

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You for Sale: Mapping, and Sharing, the Consumer Genome

IT knows who you are. It knows where you live. It knows what you do. It peers deeper into American life than the F.B.I. or the I.R.S., or those prying digital eyes at Facebook and Google. If you are an American adult, the odds are that it knows things like your age, race, sex, weight, height, marital status, education level, politics, buying habits, household health worries, vacation dreams — and on and on.

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