Rapleaf is selling your identity
Rapleaf knows your name, your age and where you live. It knows your e-mail address, your income and what social networks you use. It knows your likes and dislikes. And it makes money by selling much of that personal information to advertisers. The security concerns are far-reaching. Building databases about customers is hardly a new business, nor is it illegal. Information is becoming far more precise because it's one thing for a marketer to know you're 40 years old and subscribe to travel magazines; it's another for them to know you're leaving Saturday for a week in Italy. "What's different is that the information now is likely going to be accurate and specific, because it's coming from social networks like Facebook where you represent yourself as you really are," said Debra Williamson, senior analyst at eMarketer "What I'm worried about is health information and your life getting stolen from you. That moment of reckoning is coming."
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