How Online Behavioural Ads Power the Surveillance Industry and Threaten Your Privacy

Added on: 08/01/2025 Online behavioural advertising has revolutionised the digital marketing landscape, allowing businesses to tailor ads to individual users based on their online activities. While this personalisation is often touted as beneficial for consumers and advertisers alike, the reality is more troubling. The intricate systems that enable targeted advertising are also fueling a global surveillance industry that undermines privacy and exacerbates digital vulnerabilities.

What Are Online Behavioural Ads?

Online behavioural advertising relies on data collected from users’ online activities, such as browsing habits, search queries, location data, and even device information. This data is used to build detailed profiles of users, allowing advertisers to deliver highly personalised ads. While this approach improves ad relevance, it comes at a cost: extensive tracking and data sharing.

One of the key technologies driving this system is Real-Time Bidding (RTB). RTB is an automated process in which advertisers bid for ad space in milliseconds, targeting specific users based on their profiles. Every time a user visits a webpage, an auction takes place behind the scenes, and the winning bidder’s ad is displayed. However, this process involves sharing user data with a multitude of third parties—advertisers, data brokers, and other intermediaries.

Privacy Risks Associated with Behavioural Ads

The Electronic Frontier Foundation (EFF) has highlighted significant concerns about the privacy implications of online behavioural advertising. The sheer volume of data collected for ad targeting creates a treasure trove for companies and bad actors alike. This data can be misused in various ways:

1. Mass Surveillance: Governments and intelligence agencies can exploit the vast datasets generated by online advertising systems for surveillance purposes. The extensive tracking of user behaviour creates opportunities for unwarranted monitoring and profiling.
2. Data Breaches: The more data that is collected and shared, the greater the risk of breaches. Sensitive user information, such as browsing history and location data, can be exposed in cyberattacks, leading to identity theft and other security issues.
3. Discrimination and Bias: The profiling enabled by behavioural advertising can reinforce biases and lead to discriminatory practices. For example, certain groups may be unfairly excluded from job or housing ads based on inferred characteristics.
4. Erosion of Consent: Many users are unaware of the extent of data collection happening in the background. Even when consent is sought, it is often buried in lengthy and opaque privacy policies, making it difficult for users to make informed decisions.

The Role of Real-Time Bidding (RTB)

RTB is a central concern in the debate over online behavioural advertising. Every RTB auction involves broadcasting user data to potentially hundreds of third parties. This data often includes sensitive information, such as browsing behaviour, location, and device details. Once shared, this data can be stored, analysed, and even sold to other entities, creating a sprawling web of surveillance.

Despite assurances from tech companies that user data is anonymised, researchers have repeatedly demonstrated that anonymised data can often be re-identified with minimal effort. This undermines the argument that RTB systems are privacy-safe.

How the Surveillance Industry Benefits

The surveillance industry thrives on the data collected for behavioural advertising. Data brokers, who buy and sell user data, are key players in this ecosystem. These entities aggregate data from multiple sources, creating comprehensive profiles that can be used for purposes far beyond advertising, including law enforcement surveillance and political manipulation.

For example, during election seasons, political campaigns can leverage data collected through advertising systems to micro-target voters with tailored messages. Similarly, insurance companies might use data about users’ browsing habits to assess risk and adjust premiums.

The Need for Stronger Regulations

The EFF and other privacy advocates are calling for robust regulatory measures to address the privacy risks posed by online behavioural advertising. Key recommendations include:

1. Restricting Data Collection: Companies should be limited in the amount and type of data they can collect for advertising purposes.
2. Ensuring Transparency: Users should be clearly informed about how their data is being collected, used, and shared.
3. Banning RTB Systems: The inherently invasive nature of RTB has led some privacy advocates to call for its outright ban.
4. Empowering Users: Tools like browser extensions and privacy-focused search engines should be promoted to help users regain control over their data.

What Users Can Do

While systemic changes are necessary, individuals can take steps to protect their privacy in the meantime:

• Use Privacy Tools: Browser extensions like uBlock Origin and Privacy Badger can block trackers and ads.
• Opt Out of Tracking: Many platforms offer options to limit tracking. Users should explore these settings and opt out wherever possible.
• Be Cautious Online: Avoid clicking on suspicious links or sharing unnecessary personal information.
• Educate Yourself: Understanding how data collection works can help users make more informed choices.

Online behavioural advertising is a double-edged sword. While it offers undeniable benefits in terms of ad relevance and user engagement, it also fuels a vast surveillance apparatus that erodes privacy and threatens security. As the EFF emphasises, it is crucial for regulators, companies, and individuals to work together to create a digital ecosystem that respects user privacy. Until then, users must remain vigilant and proactive in protecting their data.

Trump Administration Reverses Data Privacy Protections Exposing Americans to Increased Risks

In a significant policy reversal, the Trump administration has dismantled a Biden-era initiative aimed at limiting the sale of Americans’ personal data by data brokers. This move raises substantial concerns about consumer privacy and national security. <h2 class= "text-heading">Background: The Biden-Era Initiative</h2> Under President Biden, the Consumer Financial Protection Bureau (CFPB) proposed regulations to subject data brokers to oversight akin to credit bureaus. The goal was to protect consumers from the unregulated sale of sensitive personal information, which could be exploited for identity theft, scams, and even national security threats. <h2 class= "text-heading">The Reversal and Its Implications</h2> On May 14, 2025, the CFPB announced the withdrawal of the proposed regulations, stating that they no longer align with the bureau’s policy objectives. Consumer advocacy groups, such as Consumer Reports, have expressed alarm, warning that this decision leaves consumers vulnerable to scams and identity theft. The rollback also includes the withdrawal of proposals related to digital payment technologies and the prohibition of certain terms in consumer finance products. <h2 class= "text-heading">Risks to Consumer Privacy</h2> The unregulated sale of personal data poses several risks: • Identity Theft: Personal information can be used to impersonate individuals, leading to financial loss and reputational damage. • Scams and Phishing: Data brokers can sell information to malicious actors who craft targeted scams and phishing emails. • National Security Threats: Sensitive data about government officials and military personnel can be exploited by foreign adversaries for espionage. <h2 class= "text-heading">Sentrya: A Consumer-Focused Solution</h2> In light of these developments, consumers seeking to protect their personal information can turn to services like <a href= "https://sentrya.net" class= "content-link">Sentrya</a>. Sentrya offers tools to remove personal data from the web and data brokers, and to clear inboxes of scams and phishing emails. Designed specifically for individual consumers, Sentrya empowers users to take control of their digital privacy. The Trump administration’s decision to scrap proposed data privacy regulations underscores the importance of individual action in safeguarding personal information. While federal protections may be in flux, consumers can proactively protect themselves using services like <a href= "https://sentrya.net" class= "content-link">Sentrya</a> to mitigate the risks associated with data exposure. Read more

Your Airline Might Be Sharing Your Data with ICE: Here is What You Need to Know

Have you ever booked a flight thinking it was just between you, your airline, and your destination? You might want to think again. Recent reporting from Jacobin has exposed a chilling truth: airlines and travel companies are quietly sharing your personal travel data with U.S. Immigration and Customs Enforcement (ICE). And it’s happening without your consent, knowledge, or any real way to opt out. Let’s break down what’s going on—and what it means for you. <h2 class= "text-heading">Your Data Is Being Sold—Not Just Shared</h2> You probably don’t know what the Airlines Reporting Corporation (ARC) is. That’s by design. ARC is a behind-the-scenes player that processes flight bookings between travel agencies (think Expedia, Priceline, or even a local agency) and over 200 airlines. That includes the biggest names: Delta, American, United, JetBlue, and more. When you book a ticket, your itinerary, payment information, and travel history don’t just stay with the airline. They flow into ARC’s massive system. And from there? That data is being sold directly to ICE, as part of something called the “Travel Intelligence Program.” Yes, sold. This isn’t a targeted subpoena for a specific criminal investigation. This is bulk data sharing—ICE getting access to your travel habits, international flights, layovers, and even payment methods, all neatly packaged. Whether you’re a citizen, a visa holder, or just someone trying to visit family, that data can land in a government file, without your knowledge. <h2 class= "text-heading">Why This Should Deeply Worry You</h2> This isn’t just about immigration enforcement. This is about your right to privacy—and how it’s being traded away. 1. You never consented to this. When you hit “purchase” on that ticket, did you get a notice saying your personal information might be sold to a federal law enforcement agency? Of course not. 2. You have no control over where your data goes. Even if you use third-party travel sites, ARC is the middleman. And ARC is owned by the very airlines you’re booking with—so they’re profiting off your data in multiple ways. 3. You could be flagged for future surveillance without doing anything wrong. Maybe you fly often to a country ICE is scrutinising. Maybe you paid for a ticket for someone else. Maybe you booked with cash. These perfectly legal activities can appear suspicious when viewed out of context by an algorithm or agency. <h2 class= "text-heading">Real People, Real Risks</h2> Imagine you’re visiting family abroad and come back to find you’ve been flagged for extra screening—no explanation, just delays and discomfort. Or ICE shows up at someone’s door based on flight data you unknowingly shared when you booked a ticket for them. These aren’t hypotheticals. This data is being used for real enforcement actions, with real consequences. And no, there’s no easy opt-out. <h2 class= "text-heading">What You Can Do to Protect Yourself</h2> Unfortunately, you can’t completely stop airlines from selling your data—at least, not yet. But you can take steps to limit your exposure: • Avoid big-name platforms when booking, or research which agencies work with ARC. Smaller, privacy-conscious travel services may reduce how much data is shared. • Pressure airlines and lawmakers to stop this. If enough consumers speak up, companies and legislators will take notice. <h2 class= "text-heading">This Isn’t Just a Policy Issue—It’s Personal</h2> You deserve to travel without fear that your movements are being logged, sold, and scrutinised by law enforcement. This isn’t about politics. It’s about privacy, consent, and basic digital rights. Next time you book a flight, take a moment to think about where your data is going—and who might be watching. Read more

19 Billion Passwords Leaked in 2025: What You Need to Know and How to Protect Yourself

In what cybersecurity experts are calling one of the largest password leaks in internet history, over 19 billion compromised credentials have surfaced in a massive data dump dubbed “RockYou2024.” This trove of exposed data is not from a single breach but a massive aggregation of credentials from more than 200 past incidents, spanning over a decade. First revealed by Forbes, this leak is now widely circulating on hacker forums and underground markets—posing a serious threat to personal and corporate cybersecurity. <h2 class="text-heading">What Is the RockYou2024 Password Leak?</h2> The RockYou2024 leak, analysed by cybersecurity researchers at Cybernews, is a 19-billion-entry compilation of previously stolen passwords, many of which are still actively used. The passwords are in plaintext format, which means hackers don’t need to decrypt anything—they can use them immediately. Key stats from the leak include: • 19,030,305,929 passwords compiled from global breaches • 94% of passwords are reused across multiple sites • Popular entries include “123456”, “password”, and “admin” • Most passwords are between 8–10 characters and lack complexity This dataset isn’t just big—it’s weaponisable, giving cybercriminals an enormous arsenal for launching attacks on personal, business, and government systems. <h2 class="text-heading">Why This Password Leak Is So Dangerous</h2> 1. Credential Stuffing Attacks Using automated tools, hackers test these passwords on thousands of sites. If you reuse passwords, they’ll likely gain access to your email, bank account, social profiles, or worse. 2. Phishing and Scams Once attackers have partial information, they can launch targeted phishing campaigns—often using fake emails, phone calls, or messages to extract more sensitive data. 3. Business Security Risks Employees using compromised credentials for workplace accounts can expose entire organisations to ransomware, data loss, or financial fraud. 4. Brute Force Optimisation This leak acts as fuel for brute force tools. Because the passwords are real and common, these tools become more efficient and successful. <h2 class="text-heading">How to Protect Yourself Right Now</h2> With 19 billion passwords out in the wild, now is the time to act. Here’s how you can protect yourself and your information: 1. Scan the Web for Your Exposed Data <a href= "https://sentrya.net" class="content-link">Sentrya</a> scans data broker networks and breach databases to identify where your personal data is exposed—and helps you remove it. This drastically reduces your risk of identity theft, targeted scams, and phishing attacks. • Remove personal data from the web • Block scam and phishing emails • Monitor the dark web for emerging threats tied to your identity You can protect yourself or your entire family with a few clicks at <a href= "https://sentrya.net" class="content-link">sentrya.net</a>. 2. Stop Reusing Passwords Still using the same password for multiple accounts? That’s how 94% of the passwords in this leak were exposed. Instead, use Sentrya’s <a href= "https://sentrya.net/generate-random-password" class="content-link">secure password generator</a> to instantly create: • Strong, randomised, unique passwords • Passwords up to 50 characters in length • Passphrases using complex symbols, upper/lowercase, and numbers It’s completely free and requires no signup: <a href= "https://sentrya.net/generate-random-password" class="content-link">Generate a password now</a> 3. Enable Multi-Factor Authentication (MFA) Even if a password is leaked, MFA provides an extra layer of protection. Use authenticator apps (like Google Authenticator or Authy) instead of SMS whenever possible. 4. Check If Your Accounts Are Affected Use breach alert services like: • <a href= "https://haveibeenpwned.com" class="content-link">Have I Been Pwned</a> • <a href= "https://cybernews.com/password-leak-check" class="content-link">Cybernews Password Checker</a> If any of your emails or passwords appear in those tools, update them immediately using Sentrya’s <a href= "https://sentrya.net/generate-random-password" class="content-link">password generator</a>. 5. Watch for Phishing and Scams After major leaks, phishing campaigns spike. Stay alert for: • Fake account recovery emails • Messages pretending to be from banks or tech companies • Unusual login alerts If in doubt, don’t click. Visit the service’s official website instead. The RockYou2024 password leak proves that password reuse is no longer just risky—it’s reckless. With more than 19 billion credentials circulating in the cybercriminal underground, every reused or weak password becomes a liability. Fortunately, with proactive tools like <a href= "https://sentrya.net" class="content-link">Sentrya</a>, you can reclaim control of your digital footprint: • Remove your personal info from data brokers • Block phishing scams • Generate ironclad passwords for every account The internet is more dangerous than ever—but with the right tools, you don’t have to be the next victim. Read more

LG Smart TVs Now Use Emotionally Intelligent Ads with Zenapse AI Technology

In a bold move shaping the future of connected TV advertising, LG Electronics has partnered with artificial intelligence company Zenapse to introduce emotionally intelligent advertising to its smart TVs. This AI-driven innovation uses advanced emotional analytics to deliver personalised ads based on viewers’ psychological and emotional profiles. <h2 class= "text-heading">What Is Emotionally Intelligent Advertising?</h2> Emotionally intelligent advertising is the next evolution in personalised marketing. Rather than just targeting users based on demographics, browsing behaviour, or viewing history, this method leverages emotion-based data to tailor content more precisely. At the center of this technology is Zenapse’s Large Emotion Model (LEM), a proprietary AI system that maps out psychological patterns and emotional states across various audiences. When integrated into LG’s Smart TV platform, this model works in tandem with the TVs’ first-party viewership data to identify how users feel while watching content—and delivers ads that resonate on a deeper level. <h2 class= "text-heading">How LG’s Smart TV AI Works with Zenapse</h2> LG’s smart TVs already employ Automatic Content Recognition (ACR), a tool that gathers data about the content viewers consume, including shows and apps accessed through external devices. This gives LG valuable insight into a household’s viewing preferences. By combining ACR data with Zenapse’s emotion-detection AI, advertisers can now deliver highly relevant, emotionally-tuned ad experiences that reflect the viewer’s mindset. For example: • A user showing patterns of stress may see wellness or mindfulness ads. • A family engaging in uplifting content might receive vacation or family-focused brand messages. This is far beyond traditional contextual advertising—it’s what experts are calling emotionally-aware targeting. <h2 class= "text-heading">Data Privacy and Ethical Considerations</h2> As with all AI-powered personalisation, privacy is a major concern. LG’s smart TVs collect data through ACR, and while users can opt out, this type of emotionally aware targeting requires even more granular behavioural data. Consumer advocacy groups warn that technologies which infer mental or emotional states could cross ethical boundaries if not regulated properly. Transparency, consent, and data control will be key for LG and Zenapse to maintain user trust. LG has stated that all data used is anonymised and consent-based, but the introduction of emotion-based ads will likely renew calls for updated privacy legislation in the smart home and streaming ecosystem. <h2 class= "text-heading">What’s Next for Smart TV Advertising?</h2> This partnership signals a major shift in how ads are delivered on smart TVs. With emotionally intelligent AI models now in play, we can expect: • More platforms to adopt emotion-based personalisation • Expanded use of machine learning for real-time emotional detection • Regulatory scrutiny over AI and mental-state inference For now, LG and Zenapse are pioneering a new frontier in AI-driven, emotion-aware media experiences—one that could redefine the relationship between brands and consumers in the living room. Read more

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