[chestnut-tree]

Some commentators in this discussion question why anyone would give their phone number to shops when they make a purchase. Yet millions of people give their mobile phone number (and name, date-of-birth and gender) to Google when they sign up for a Google account. And yet the degree of tracking that Google can undertake is an order of magnitude greater than what any individual store can track. Does Google use your mobile number solely for two-factor authentication and absolutely nothing else? Who knows? Google doesn't tell you.

When you can sign in on your tablet/mobile/desktop/TV/thermostat/fridge and who knows what else - how hard can it possibly be to stitch together your spending and consumption habits with all the other data collected about you? In fact, it wouldn't surprise me if those joined-up journeys have already been compiled. It's pretty obvious that the information companies collect about you goes far, far beyond creating a simple "advertising profile".

Companies like Google and Facebook (and others) have no self-restraint when it comes to tracking you and they don't even do it anonymously. How do they get away with it? Because we happily let them.

[dao-]

Sure. I think the difference is that Google hardly gives you a choice, other than not using their products. Not that this is a great situation. And it still doesn't answer the question why people would give away the same information voluntarily without a direct need.

[jfuhrman]

Google uses Android phones GPS location to track people's store visits.

http://digiday.com/platforms/google-tracking/

http://www.datadrivenbusiness.com/google-quietly-testing-off...

If you turn it off, things like Google Now stop working.

[phatfish]

Yep, im pretty sure just the mac address collection from wifi radios would be enough to track what store you have been in if you run an Android phone.

I have wifi and gps turned off except when i am lost.