Attorney Mark Meckler, who has spent more than two decades working in internet advertising law, recently shared his insights on how big tech is using your data.
His observations highlight a growing concern within both the privacy and cybersecurity communities: most consumers unknowingly contribute massive amounts of data that ultimately fuel artificial intelligence (AI) systems and behavioral profiling platforms.
According to Meckler, ordinary online activities generate valuable training data.
Search queries, social media interactions, online purchases, navigation apps, loyalty programs, and connected devices all create behavioral records that companies collect and analyze.
These data points help train recommendation engines, predictive analytics systems, advertising algorithms, and increasingly, generative AI technologies.
From my perspective, this reflects a broader shift that we’ve seen for years in the digital economy.
Data is no longer simply collected to improve products.
It has become a strategic asset that powers AI development, automated decision-making, and consumer profiling.
Key Takeaways
- Consumers are unknowingly training AI systems every day. Activities such as web searches, online shopping, social media use, and interactions with connected devices generate data that powers AI models, recommendation engines, and behavioral profiling systems.
- The current “notice and consent” model is largely ineffective. Lengthy privacy policies and mandatory terms-of-service agreements often leave consumers with little practical understanding or control over how their data is collected and used.
- Behavioral data is often more valuable than personal details. Location history, browsing habits, app usage, and purchase patterns help companies build detailed profiles that can influence advertising, content recommendations, pricing, and automated decision-making.
- Data becomes difficult to control once it enters the broker ecosystem. Information is frequently aggregated, sold, shared, and recombined across multiple organizations, making it challenging for consumers to track or remove their data.
- Simple privacy measures can significantly reduce exposure. Limiting app permissions, disabling unnecessary tracking features, reviewing privacy settings, and reducing the number of connected devices can help minimize data collection and privacy risks.
The Limits of Notice and Consent
One of Meckler’s strongest criticisms centers on the traditional “notice and consent” model.
Technology companies often rely on lengthy privacy policies and terms-of-service agreements to justify extensive data collection practices.
While users technically agree to these terms, Meckler argues that true informed consent rarely exists.
I believe this concern is well-founded.
Most privacy policies are too lengthy and complex for average consumers to evaluate effectively.
Be honest: when was the last time you read the privacy policy of Netflix before you watched a movie?
In practice, users frequently face an all-or-nothing choice: accept extensive data collection or lose access to essential services.
This creates an imbalance where consumers assume the burden of protecting their privacy while organizations retain significant control over personal information.
Beyond Basic Personal Information
Many people assume that companies primarily collect names, email addresses, and payment details.
However, Meckler notes that behavioral and contextual information often carries greater value.
Location history, browsing behavior, app usage patterns, purchase activity, viewing habits, and inferred characteristics can all be used to create detailed profiles.
These profiles may influence advertising, content recommendations, pricing models, risk assessments, and eligibility determinations.
From a cybersecurity standpoint, the aggregation of this information presents potential risks.
The more comprehensive a profile becomes, the greater the potential impact if the data is misused, breached, or repurposed beyond its original intent.
The Data Broker Ecosystem
Meckler also discussed what happens after data enters the broker marketplace.
Information collected from websites, applications, public records, and commercial databases is frequently aggregated, sold, licensed, and recombined across multiple organizations.
This creates a challenge for consumers seeking greater privacy.
Once data has been replicated across numerous entities, it becomes difficult — if not impossible — to track where it resides or how it is being used.
Even when organizations offer deletion options, downstream copies and AI models trained on the information may continue to exist.
Connected Devices and Children’s Privacy
Some of the most concerning examples involve smart TVs, voice assistants, and connected toys.
These technologies can collect information within highly personal environments such as homes, bedrooms, and family living spaces.
Meckler highlighted the risks associated with devices marketed toward children.
Smart toys, educational applications, and connected learning platforms may capture voice interactions, behavioral patterns, interests, and developmental information.
Over time, these data points can contribute to long-term profiles that follow children into adolescence and adulthood.
As someone who works in cybersecurity, I believe parents often underestimate the amount of information these devices collect by default.
Convenience frequently comes at the cost of visibility into how data is processed, stored, and shared.
Practical Steps Consumers Can Take
Despite these challenges, Meckler stressed that consumers are not powerless. Simple actions can help reduce unnecessary data exposure.
These include disabling unused microphone and location permissions, limiting cross-app tracking, reviewing privacy dashboards, opting out of personalized advertising where possible, and reducing the number of connected devices in the home.
I would add that organizations and consumers should adopt a principle of data minimization whenever possible.
Every device, application, and account introduces additional risk.
Reducing unnecessary data collection remains an effective privacy control.
Bottom Line
Meckler’s observations underscore a reality that many consumers do not fully recognize: participating in the modern digital ecosystem often means contributing data that fuels AI development and extensive profiling systems.
While future regulation may eventually address some of these concerns, meaningful privacy protection begins with awareness, informed decision-making, and proactive control over the technologies you choose to use.