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Profiling users for the purpose of targeted advertisements or other kinds ofpersonalization is very popular on the internet. But besides the benefits ofindividually tailored news feeds and shopping recommendation research has shownthat many users consider this practice as privacy infringement. Profiling isoften conducted without consent and services offer neither information aboutwhat the profile looks like nor which effects it might have. In this paper weargue that understanding profiling and thus interacting with the resultingprofiles fosters a privacy literacy that is necessary for users to stayautonomous in the information society. We analyze the extent of interestprofiling by google and develop a countermeasures that helps to obfuscate theseprofiles. To do so we analyzed a links lists from a social bookmarking servicewith regard to the interests they reveal. We found that, although the profilingby google is very unstable we can still use the information to obfuscate theprofile.

Your Interests According to Google - A Profile-Centered Analysis for Obfuscation of Online Tracking Profiles