Who is collecting my kids' data, and what are they doing with it?

Companies from McDonald's to NPR can collect data on every interaction a user has with a website. That includes anything you click on and any information you input when you fill out a form. They can even look for keywords in your online profile or email, and, in some cases, they can access data from people in your network or use data to personally identify individual users.

Companies aggregate data to build composite profiles of people's habits, preferences, and purchases, which is valuable information for marketers and makes lots of money for those selling your data. Next time you or your kid wants to register for a free site or use a social login, remember that the price you pay for admission is your data.

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