By Melanie Hicken @CNNMoney
Every time you mindlessly give a sales clerk your zip code at checkout, you're giving data companies and retailers the ability to track everything from your body type to your bad habits.
That five-digit zip code is one of the key items data brokers use to link a wealth of public records to what you buy. They can figure out whether you're getting married (or divorced), selling your home, smoke cigarettes, sending a kid off to college or about to have one.
Such information is the cornerstone of a multi-billion dollar industry that enables retailers to target consumers with advertising and coupons. Yet, data privacy experts are concerned about the level at which consumers are being tracked without their knowledge - and what would happen if that data got into the wrong hands.
Acxiom, one of the biggest data brokers in the business, claims to have a database that holds information - including one's age, marital status, education level, political leanings, hobbies and income level - on 190 million individuals. Major competitors, like Datalogix and CoreLogic, tout similarly vast databases.
What defines you? Maybe it’s the shade of your skin, the place you grew up, the accent in your words, the make up of your family, the gender you were born with, the intimate relationships you chose to have or your generation? As the American identity changes we will be there to report it. In America is a venue for creative and timely sharing of news that explores who we are. Reach us at email@example.com.
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