You May Not Have Posted It, but Facebook Knows

… In late February, Facebook announced partnerships with four companies that collect lucrative behavioral data, from store loyalty card transactions and customer e-mail lists to divorce and Web browsing records. …

Targeted advertising bears important implications for consumers. It could mean seeing advertisements based not just on what they “like” on Facebook, but on what they eat for breakfast, whether they buy khakis or jeans and whether they are more likely to give their wives roses or tulips on their wedding anniversary. It means that even things people don’t reveal on Facebook may be discovered from their online and offline proclivities. [cont.]

Somini Sengupta, New York Times