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...

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