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Data aggregators collect large amount of information about individual usersand create detailed online behavioral profiles of individuals. Behavioralprofiles benefit users by improving products and services. However, they havealso raised concerns regarding user privacy, transparency of collectionpractices and accuracy of data in the profiles. To improve transparency, somecompanies are allowing users to access their behavioral profiles. In this work,we investigated behavioral profiles of users by utilizing these accessmechanisms. Using in-person interviews (n=8), we analyzed the data shown in theprofiles, elicited user concerns, and estimated accuracy of profiles. Weconfirmed our interview findings via an online survey (n=100). To assess theclaim of improving transparency, we compared data shown in profiles with thedata that companies have about users. More than 70% of the participantsexpressed concerns about collection of sensitive data such as credit and healthinformation, level of detail and how their data may be used. We found a largegap between the data shown in profiles and the data possessed by companies. Alarge number of profiles were inaccurate with as much as 80% inaccuracy. Wediscuss implications for public policy management.

What do they know about me? Contents and Concerns of Online Behavioral Profiles