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Using TiVo? Your personal choices may be going straight to advertisers

Using TiVo? Your personal choices may be going straight to advertisers

If you're a TiVo user, your digital video recorder may be ratting you out to advertisers.

In the latest example of consumer privacy being threatened by Big Data, TiVo's number-crunching subsidiary this week announced a partnership with media heavyweight Viacom that helps advertisers target TV viewers with specific commercials.

Think of it like this: A car company wants to reach men in their 20s. Viacom knows that younger guys like watching the spy cartoon "Archer" on Comedy Central. TiVo will now be able to say whether the commercial actually was seen by target viewers — and if any of them went on to buy the car.

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