Background:
- I’ve been a ROKU customer for years.
- I have always kept “Limit Ad Tracking” enabled in the settings.
- Historically, I have had 25 to 40 channels installed at any given time.
- I subscribed to a paid ROKU channel once (that is, a channel billed via ROKU, not one I subscribed to outside ROKU), but discontinued it several years ago.
- My most-used channels are Prime Video, MHz Choice, and myTuner, plus a few other ad-supported movie/TV/news channels.
I made a request to ROKU to provide a copy of all my personal data on file, and after about 6 weeks they emailed me a .zip file. Here, in a “nutshell,” is what it contained.
List of .csv files (and my explanation):
- account information (channel_store,account_language,account_created_date,account_state,payment_method)
- channel history (channels installed, uninstalled over previous year)
- customer information (my name, email address, mailing address)
- customer support contacts (empty)
- marketing email history (empty)
- purchase history (empty)
- your interests (The Juicy Bits… See below!)
- ad history (a year’s worth of ads that I had presumably been shown)
- advertising settings (“roku_advertising_identifier,limit_ad_tracking_enabled”)
- channel launch history (date and channel, for the previous 12 months)
- installed channels (as of my request date)
- my feed (empty)
- search history (empty)
- viewing history (empty)
- voice history (empty)
Contents of “your interests” (99.9% of which has no basis in reality for me):
This is long.
$1 - $100,000
$1,000,000 - $1,999,999
$1,001-$1,500 Average Monthly Expenditure
$1,501-$2,000 Average Monthly Expenditure
$10,000-$49,999 (Financial)
$100,000 - $1,000,000
$100,000 - $149,999
$100,000 - $199,999
$100,000 - $499,999
$125,000 - $149,999
$15,000 - $19,999
$150,000+ (Financial)
$2,001+ Average Monthly Expenditure
$20,000 - $29,999
$200,000 - $299,999
$30,000 - $50,000
$300,000 - $499,999
$36-$55 Average Monthly Expenditure
$40,000 - $49,999
$500,000 - $599,999
$500,000 - $999,999
$600,000 - $699,999
$701-$1,000 Average Monthly Expenditure
$75,000 - $99,999
$80,000 - $89,999
$90,000 - $99,999
0 Nights
1
01 - Enviables
01 - Low Bill/Pre-Paid
01 - Payback Investors
01 - Upper Rung City
01 = Enviables
01 January
01C = Secured Prosperity
02 - Active Savers
02 - Affluent Couples & Singles
02 - Green Investors
02 - Low Bill/Contract-Monthly
02 - Stretched Single
02 - Upper Rung Suburban
02 = Affluent Families
02 February
3
03 - Affluent Families w/Children
03 - Corporate Connected
03 - Full Spend Ahead
03 - Green Activists
03 - Hands Full
03 March
03-05
03C = Establishing Priorities
4
04 - Affluent Pre-Retired
04 - Medium Bill/Pre-Paid
04 - Protecting the Dream
04 - Top Professionals
04 April
04C = Thrifty Homeowners
05 - Eye on Essentials
05 - Mainstream Couples & Singles
05 - Solid Investments
05 May
05C = Thrifty Priorities
6
06 - High Bill/Contract
06 - Its My Life
06 - Mainstream Families w/Children
06 - Solid Suburbans
06-10
7
07 - Full House
07 - High Bill/ Pre-Paid
07 - Mainstream Pre-Retired
07 - Working for a Living
07 July
08 - Luxury Seniors
08 - Squeaking By
08 = Mainstream Families with Children
08O = Prosperous Households
9
09 - Comfortable Seniors
09 - Reluctant Response
09 - Unattached Urbans
09 = Mainstream Couples and Singles
09 September
1 Adult
1 Child
1 Generation - 1 Adult
1 Line
1 Year
1 person
1 to 2 Nights
1,250 - 1,499 Feet
1,500 - 2,999 feet
10
10 - Restrained Seniors
10 - Singles on a Shoestring
10 October
10-14 Years Ago
100 - 99%
11 - Limiteds
11 - Living in the Now
11 - Personal Service
11 = Limiteds
11 November
11 or More Nights
11-15
12 - Starting Out
12 = Starting Out
12 December
12 Years
13 - Unplugged
13 - Work & Play
13C = Thrifty Renters
15+ Years Ago
1800Petmeds
1951 - 1960
1961 = 1970
1971 - 1980
1st
2 Adults
2 Generations - Adult / Child
2 Years
2 Years Ago
2 people
2 years and under
2,500 - 2,999 Feet
2005
2005-2009
2007
2008
2009
21 Years or Older
21-35
21-55
21St Century
25 - Balance Vigilant
25-29
25-34
28-29
2nd Mortgage/Home Equity Loan Acquired Last 12 Months (Financial)
3 Children
3 Generations - Adult / Child / Parent
3 Lines
3 people
3+ Adults
3+ Children
30-31
30-34
30-39 Years Ago
34 - Deal Seekers
35-39
35-44
38 - Budget Optimists
38-39
39 - Setting Goals
40-44
40-49 Years Ago
401(K) (Financial)
45-49
45-54
48 - Future Fundamentals
48-49
4G
5 Adults
5 Line
5,000 - 10,000
50-54
50-74 Years Ago
52 - Stylish & Striving
52 - Work and Save
52-53
529 Plan (College Savings Plan) (Financial)
53 - Metro Strivers
55 - 59
55-59
55-64
55-Up
58-59
6 - 8 Years
6 Lines
6 Years
6 to 10 Nights
6-9 Years Ago
60 - 64
60-64
62-63
63 - Staying Home
7 Year Old
750 - 999 Feet
8 Years
8 people
80 - 84%
9 - 12 Years
9 Years
9Lives
< $10,000 (Financial)
< $35 Average Monthly Expenditure
AAA
AAA (Financial)
AARP Roadside Assistance
ABC
AIG (Financial)
AIG American General (Financial)
AM
AMPM
AT&T
AT&T Go Phone
AT&T Wireless
ATM/Cash Machine Past 12 Months (Financial)
Abercrombie & Fitch
Ability to Connect to Wi-Fi Networks
Accept a Pre-Approved Offer (Financial)
Accepted Pre-Approved Credit Card Offer (Financial)
Accessories
Accessories/Parts
Accidental Death and Dismemberment Insurance (Financial)
Accountant
Ace Hardware
Acer
Acquired Between 6 and 12 Months (Financial)
Acquired Last Twelve Months (Financial)
Acquired Personal/Joint Auto Loan in Past 12 Months (Financial)
Acquired Personal/Joint Home Mortgage (1st) Last 12 Months (Financial)
Action Video Games
Actively Worked for a Political Party or Candidate during Past Year (Financial)
Acura
Ad from the Internet
Adopt a child
Adult
Adult Education Classes
Adults
Adventure Video Games
Advertisements
Advertising Services
Aetna (Financial)
Affluent Homeowner
Affluent Moms of Young Children
Affluent Parents
Affluent Single Men
Affluent Traveler
African American
Agent Representing One Company (Financial)
Airline
Airline Club Lounge (Financial)
Airline Miles Rewards Card (Financial)
Airline Miles Rewards Card Last 12 Months (Financial)
Alamo
Alaska (Financial)
All News
All Suite Hotel
All Talk
Alli
Allstate (Financial)
Allstate Insurance Group
Allstate Motor Club
Alpo
Already have or very interested in smart home device
Alternative
Amana
Amazon
Amazon Video On Demand
American Express (Financial)
American Express Blue (Financial)
American Express Blue Card (Financial)
American Express Gold (Financial)
American Express Gold Card (Financial)
American Express Green Card (Financial)
American Express Green In Past 12 Months (Financial)
American Express One Card (Financial)
American Express One Card In Past 12 Months (Financial)
American Express Open Small Business (Financial)
American Express Open Small Business Card (Financial)
American Express Open Small Business Card Last 12 Months
American Express Platinum (Financial)
American Express Platinum Card (Financial)
American Express Regular
American Express Small Business Card Last 12 Months
Amex
Ann Taylor
Annuities (Financial) - 0
Annuities (Financial) - 1%
Annuities (Financial) - 2%
Another Retail Discount Rewards Program Credit/Debit Card (Financial)
Another Website for Medical Information
Antioxidant Vitamins
Any
Any 401(K) Acquired in the Last 12 Months (Financial)
Any Annuities (Financial)
Any Company in Category
Any Group That Tries to Influence Public Policy or Government
Any Investment
Any Investments (Financial)
Any Mutual Funds (Financial)
Any Private Clubs (Financial)
Any Type of Market Instrument
Any Type of Real Estate
Any Type of Securities (Financial)
Any Type of Stock Investment (Financial)
Any reason
Apartment
Apple
Apple Pay power user
Apple iPhone
April
Arby's
Architect
Arm & Hammer Stick/Solid (Financial)
Arrid Extra Dry Clear Gel
Art Galleries or Shows
Arts
Asian Cuisine
Asian Restaurant
Assumed Single
Athletic Club (Financial)
Athletic Shoes
Atkins
Atkins Diet
Attend A Movie
Attended a Political Rally, Speech, or Organized Protest of Any Kind
Attended a Public Meeting on Town or School Affairs
Attractive Design
Audi
Audiophiles
August
Auto Shows
Auto Work / Mechanics
AutoZone
Automatic Charge to Credit Card (Financial)
Automobile
Automotive
Automotive, Auto Parts and Accessories - SC
Available Apps
Avid Listener
Avis
Avon Clearskin
BBC America
BJs
BJs Wholesale Club
BMW
BP Motor Club
Babies R Us
Baby
Bags
Baking
Balance
Banana Republic
Bank
Bank Card
Bank Card User
Bank Wire Transfer (Financial)
Bank Wire Transfer Past Six Months (Financial)
Bank of America (Financial)
Bank of America Issued Credit Card (Financial)
Banking Services
Banking Services (Financial)
Barbecuing
Bargain Shoppers
Based on Brand Preference
Basketball
Beach or Pool Club (Financial)
Bed Bath & Beyond
Best Buy
Better Call Quality
Better Coverage
Better Customer Service
Better Phones Offered
Bird
Bird Watching
Bloomberg Television
Bloomingdales
Boat or Yacht Club (Financial)
Bonds (Financial)
Bonds (Financial) - 0
Bonds (Financial) - 1%
Bonds (Financial) - 2%
Bonds (Financial) - 3-5%
Book Clubs
Books
Boost Mobile
Borders
Borrowing Money Makes Me Feel Uncomfortable (Financial)
Bosch
Brand Name Medicine Propensity Score - 04
Brand Name Medicine Propensity Score - 05
Brand Name Medicine Propensity Score - 06
Brand Name Medicine Propensity Score - 07
Brand Name Medicine Propensity Score - 10
Bravo
Brokerage Accounts (Financial) - 0
Brokerage Accounts (Financial) - 1%
Brokerage Accounts (Financial) - 2%
Brother
Budget
Build or Buy a Home
Burberry
Bushmills - Likely for age 21+
Business Fan
Business Insurance
Business Use
Business/Finance
Buy First Home
Buy First House/Residence in the Next Year (Financial)
Buy Food Labeled as Gluten-Free
Buy Gift at Department Store
Buy Gifts at a Department Store
Buy Luxury Gift
Buy a Gift at Online
Buy a Newly Constructed Home
Buy a Pre-Owned Home
Buy a Vacation or Second Home
Buy a fine watch or piece of jewelry costing $2,500 or more
Buy/Sell Bonds (Financial) - Above Average
Buy/Sell Bonds (Financial) - Average
Buy/Sell Bonds (Financial) - Below Average
Buy/Sell Bonds (Financial) - Most Likely
Buy/Sell Mutual Funds (Financial) - Above Average
Buy/Sell Mutual Funds (Financial) - Average
Buy/Sell Mutual Funds (Financial) - Below Average
Buy/Sell Mutual Funds (Financial) - Least Likely
Buy/Sell Mutual Funds (Financial) - Most Likely
Buy/Sell Stocks (Financial) - Above Average
Buy/Sell Stocks (Financial) - Average
Buy/Sell Stocks (Financial) - Below Average
Buy/Sell Stocks (Financial) - Least Likely
Buy/Sell Stocks (Financial) - Most Likely
CBS Sports Network
CNBC
CPA or Other Tax Professional Tax Service (Financial)
CVS
Cable TV
Cable TV and Internet
Cable TV, Internet, Internet Phone, and Landline Phone
Cadillac
Calling and Data Plans
Calvin Klein
Camera/Camcorder
Canada Dry
Candy High Spender
Canon
Capital One (Financial)
Capri sun
Car Dealer/Manufacturer/Dealer Warranty
Car to SUV Moveup
Car to Van Moveup
Carl's Jr.
Carry Forward a Balance On Credit Cards (Financial)
Cascade Ice
Cash
Casino Vacation
Casual Watches
Cat Owner
Catalog
Cats Pride
Cetaphil
Champion from Sara Lee
Chanel
Changed Banks in the Past 12 Months (Financial)
Charitable Causes
Charles Schwab (Financial)
Chase (Financial)
Chase/WAMU Credit/Debit Card
Checking Account, Savings Account, Or Cd With 2+ Firms (Financial)
Checking Accounts (Financial) - 0%
Checking Accounts (Financial) - Greater Than 20%
Chicos
Children's Interests
Chilis Grill & Bar
Chipotle Mexican Grill
Chrysler
Chubb (Financial)
Cigna
Cigna (Financial)
CinemaNow
Cinemax
Cinnamon Toast Crunch
Circle K
Citi
Citibank (Financial)
Citibank Issued Credit Card (Financial)
Citizens Bank (Financial)
City/Municipal/State Bonds (Financial)
Clarks England
Classical
Classical Music or Opera Performances
Classified Ads
Clean & Clear Advantage
Cliff Bar
Cliff Luna
Clinique Eye Liner
Cocoa Puffs
Coconuts
Coffee & Donut Shop
Coffee & Tea
Coldwater Creek
Colgate 2 in 1
Collectibles - General
Collector
Collectors Items Such As Coins, Stamps, Etc. (Financial)
College
Columbia House
Comcast
Comic Books
Comics
Commodities/Puts/Calls/Etc. (Financial)
Common or Preferred Stocks in Company Employed By
Community / Charities
Compact Car
Compact Pickup
Compact Van
Concert Goers
Constantly Refreshed Online Content
Consumer Cellular
Content That Can Be Shared With Friends
Convenience Store or Gas Station
Convenient Locations
Convention and Meeting Sites
Conventional
Cooking Channel (Financial)
Cooking enthusiasts
Cooking/Food
Corporate Bonds/Debentures (Financial)
Cosmetics Buyers
Costco
Costco Warehouse
Costume High Spender
Country (Financial)
Country Club or Golf Club (Financial)
Cox
Cox Communications
Crafts
Cream of Wheat
Credit Card
Credit Card Holder - Unknown Type
Credit Cards
Credit Life Insurance Policy (Financial)
Cricket
Cricket Mobile Phone
Cricket/Leap/Jump
Crossword Puzzles Last 12 Months
Cruise Vacations
Culinary Experience
Current Affairs / Politics
DHL for Business
DIYers
Daily
Dance Performances
Danced or Gone Dancing Last 12 Months
Dark & Lovely
Dasani
Debit MasterCard (Financial)
December
Decorate Home/yard
Decoration High Spender
Delegator
Delta Dental
Delta Sky Mile
Democrat
Democratic
Department Store
Design or Build a Home
Designer or Couturier Collections
Desktop Computer
Dessert Shop
Diet Coca Cola
Dieters
Dieting / Weight Loss
Digital Camera Accessories
Diners Club Card (Financial)
DirecTV
Direct Mail (Financial)
Direct Mail Advertising (Financial)
Direct Mail/Ecommerce
Disconnected from TV - Internet only households
Discontinue Land Line Phone Service in Favor of Wireless
Discount Rewards Program Credit/Debit Card (Financial)
Discount/Dollar/Closeout Store
Discover Card (Financial)
Discussed an Ad with a Friend or Relative
Dish Network
Dishwasher
Disney
Do-It-Yourselfers
Doctors Care/Diet
Doctors/Dentists/Other Medical Services
Documentaries
Dodge
Dole
Dollar
Dollar General
Dollar Store
Dollar/99 Cent Store
Domestic
Domestic Luxury Vehicle
Dove Cleansing Cloths
Dress Boot
Dress Shoes
Drop-In Bankers Banking Methods Segment (Financial)
Drug Store
Due to Advertising
Due to Fashionable Style
Due to Price/Special Offer
Dunkin Donuts
Dunkin Donuts Coffee
E*TRADE (Financial)
ESPN
ESPNews
ETFs (Financial)
Easy Spirit
Echinacea
Editorial Page
Edward Jones (Financial)
Electric
Electronic Specialty Store
Electronic Super Store
Electronic/Video Store
Electronics / Computers
Electronics/Video Store
Email
Email (Financial)
Encompass
Encore
England
Enroll in a cooking school or program
Enterprise
Entertainment/Lifestyle
Entry Compact Car
Entry Luxury Car
Entry Mid Size Car
Entry Sports Car
Environmental Groups or Causes
Epicurean
Epson
Esurance
Ethnic
Eukanuba
Exercise / Health
FSN
Family Dollar
Family Video
FamilyNet
Fanta
Fantasy Sports League Last 12 Months
Farmers Insurance Group
Farmers Insurance Group (Financial)
Fashion
Fashion Enthusiasts
Faster Network
February
FedEx for Personal Use
Federal Express for Business Use
Female
Fidelity Funds (Financial)
File Taxes Using Any Internet/Online Tax Preparation Program (Financial)
File Taxes the Same Day of the IRS Deadline (Financial)
File taxes After IRS Deadline (Financial)
Filed Tax Returns After IRS Deadline In the Past 12 Months (Financial)
Financial Svcs - Banking
Fine Dining Restaurant
First Home Mortgage (Financial)
First Home Mortgage Acquired Last 12 Months
First Home/Residence In The Next Year (Financial)
Fitness Warriors
Fixed / Other
Flight Video Games
Floater Policy for Collections (Financial)
Floater Policy for Jewelry or Furs (Financial)
Floater/Additional Other Coverage Policy (Financial)
Flowers
Food and grocery buyers
Food/Cooking
Football Spectator
Ford Car
Foremost (Financial)
Fossil
Franklin Templeton Funds (Financial)
Fred Meyer
Fresca
Fresh Food for Meals
Fresh Step (Scoopable)
Friskies
From AT&T
Frontier (Financial)
Frost, Tip, Streak Kit
Fruit of the Loom
Frys
Fuel TV
Full Service
Full Size Heavy Duty Pickup
Full Size SUV
Fund Raising Activities (Financial)
Furnishings / Decorating
Fuze
Fye
GSN
Gadget Hobbyists
Galavision
Gambling Casino
Gaming Platform Streaming of NonGame Content
Gap
Gardening
Gardening and home improvement
Gas Card, Department Store Card and/or Retail Store Card
Gasoline Discount Rewards Program Credit/Debit Card (Financial)
Gasoline Discounts Card (Financial)
Gatorade AM
Gatorade Recover 03
General
General Printers
Genworth (Financial)
Get Advice/Price Quotes (Financial) - Above Average
Get Advice/Price Quotes (Financial) - Average
Get Advice/Price Quotes (Financial) - Below Average
Get Advice/Price Quotes (Financial) - Most Likely
Gift Baskets
Gifts Rewards Program Credit/Debit Card (Financial)
Gifts and gift baskets
Ginseng
Giorgio Armani
Given to a Friend (Financial)
Given to a Person Other Than a Friend (Financial)
Go To A Restaurant
Go to the Beach
Gold, Precious Metals or Gems (Financial)
Golf Channel
Golf Player
Google Pay power user
Goose Island
Graduate School
Grandchildren
Greater than $124,999
Greater than 12 years
Greater than 14 Years
Green Living
Green Mountain Coffee
Greenies
Groceries
Guardian (Financial)
H&M
H&R Block On-Site Last Year (Financial)
H&R Block Onsite Tax Service (Financial)
H.H. Gregg
HGTV
HSBC Issued Card (Financial)
HSN
HTC
Had Tax Returns Prepared by CPA or Other Tax Professional In The Past 12 Months (Financial)
Haier
Half.com
Happy To Use The Internet To Carry Out Day-To-Day Banking Transactions (Financial)
Happy to Use Internet to Carry out Day-To-Day Banking Transactions (Financial)
Hartford (Financial)
Hating To Borrow Money (Financial)
Have (Financial)
Have 6 Months or Less (Financial)
Have Been an Active Member of Any Group That Tries to Influence Public Policy or Government (Financial)
Have DVR Service Provided Another Way
Have More Than 6 Months (Financial)
Have Used A Visa Signature Credit Card In Past 12 Months (Financial)
Have a Rewards Gift Card
Have a baby
Have a baby/adopt a child (net)
Have a wearable device
Hawaiian Punch
Hawaiis Own
Health
Health Enthusiasts
Health Interest Indicator - Below Average
Health Interest Indicator - Least Likely
Health Interest Indicator - Most Likely
Health Net
Healthy Income
Heavy LinkedIn User
Heavy Transactors - Above Average (Financial)
Heavy Transactors - Average (Financial)
Heavy Transactors - Below Average (Financial)
Heavy Transactors - Least Likely (Financial)
Heavy Transactors - Most Likely (Financial)
Heavy YouTube User
Held or Run for Political Office
Hertz
High School
High Spender
Highly Affluent
Hills Brothers Coffee
Hills Science Diet
Hispanic
Historic Sites
Holiday travelers
Home Audio Components
Home Depot
Home Equity Line of Credit (Financial)
Home Equity Line of Credit Acquired Last 12 Months (Financial)
Home Equity Loan (Financial)
Home Equity Loan Acquired In The Last 12 Months (Financial)
Home Improvement
Home Improvement Grouping
Home Insurance On a Condominium or Co-Op (Financial)
Home Mortgage (Financial)
Home Mortgage Acquired Last 12 Months (Financial)
Home Service
Home and Outdoor
Home entertainers
Home/Home Design/Furnishings/Gardening
Honda
Hotel Reservations (Financial)
Hotel/Car Rental Rewards Card
Hotspot Plan
Humana
Hunting / Shooting
Hurley
Hybrid
Hyundai
I Have A Great Deal Of Knowledge/Experience In Real Estate (Financial)
I Like To Take Risks When Investing For The Chance Of A High Return (Financial)
I Only Save For A Specific Purpose (Financial)
IHG
ING (Financial)
ING Bank
ING Direct (Financial)
ING Direct Issue Credit Card (Financial)
IRA (Financial)
Iams
Iams Healthy naturals
Identity Theft Insurance (Financial)
Im Happy To Use The Phone To Carry Out Day-To-Day Banking Transactions (Financial)
In Person
Independent Chain
Infiniti
Influential Consumer Segment For Real Estate (Financial)
Infrequent Contact
Inspiration From Facebook
Insurance (Financial) - 0%
Insurance (Financial) - 1-2%
Insurance (Financial) - 12-16%
Insurance (Financial) - 17-20%
Insurance (Financial) - 7-11%
Interaction Through Several Online Touch Points
Interest Account Acquired Past 12 Months (Financial)
Interest in using a mobile wallet for storing general information
Interest in using a mobile wallet for storing or receiving product information
Interest in using a mobile wallet for storing payment options
Interested in wearable devices to track financial information
Interested in wearable devices to track home utilities
Interested in wearable devices to track media consumption
Interested in wearable devices to track retail information
Interior Designer/Decorator
International
International travel
International/National News
Internet
Internet Connected TV
Internet Quote Comparison Site
Internet/Online
Internet/Online (Financial)
Investing / Finance Grouping
Investing In The Stock Market Is Too Risky For Me (Financial)
Iron
J Crew
J. Jill
JCP
Jack
Jack in the Box
Jackson Hewitt Onsite Tax Service (Financial)
Jaguar
Jameson - Likely for age 21+
Jazz
JetBlue (Financial)
Jewelry - SC
Jewelry Set
Jewelry/Watch Specialty Store
Jitterbug
John Hancock (Financial)
Jolly Time
Juicy Juice
Just for Men Gel for Mustache, Beard & Side Burns
Kaiser Permanente
Kashi
Kelloggs FiberPlus
Keogh (Financial)
Keurig Coffee
Kia
Kids Boots
Kids Casual
Kids Dress
Kindle eReader
King Size
Kitchen Specialty Store
Kitchenaid
Kix
Kmart
Known Married
Known Single
Kohls
Kroger
LCD TVs
LG
LG Electronics
LOreal
LOreal Preference
LOreal Revitalift
Lacroix
Lactose Intolerance
Lactose-Free
Land Rover
Lands End
Lane Bryant
Lane Bryant Catalog/Woman Within
Las Vegas
Last 24 Months
Lawn & Garden Products
Lease
Less than $100,000
Less than $30,000
Less than 1,500 feet
Lexus
Liberal (Financial)
Life
Likely
Likely $1,000-$2,499 per year
Likely $250-$499 per year
Likely $500-$999 per year
Likely Check
Likely Spending Return on Vacation
Likely To Switch Credit Card Provider (Financial)
Likely over $2,500 per year
Likely under $100 per year
Likely under $250 per year
Limited Text Plan
Lincoln
Lincoln Financial Group (Financial)
Lipton
Liquid Investible (Financial) - $1-$24,999
Liquid Investible (Financial) - $100,000-$249,999
Liquid Investible (Financial) - $25,000-$49,999
Liquid Investible (Financial) - $250,000-$499,999
Liquid Investible (Financial) - $50,000-$99,999
Liquid Investible (Financial) - $500,000-$999,999
Listening to Concerts On the Radio
Live Theater
Live Video Gaming Subscriber/User
Log-In Bankers Banking Methods Segment (Financial)
Long Term Care Insurance
Los Angeles
Low Calorie Cooks
Low-Carb
Low-Cholesterol
Low-Fat
Lower Prices On Their Phones
Lowes
Luxury Brands
Luxury Car
Luxury SUV
Luxury Sports Car
Lyft
Macys
Made a Public or Civic Speech
Magazines
Mail (Financial)
Mail In Past 12 Months (Financial)
Mail Order Buyer
Mail/Phone (Financial)
Maintain Weight
Maintain a Consistent Experience Across Different Devices
Male
March
Married
Married moms
Marshalls
Mass Merchant
Mass Merchant Stores
Mass/Dept E-Commerce
Mass/Dept Retail Store
MasterCard Gold (Financial)
MasterCard Gold Card (Financial)
MasterCard Regular
MasterCard Small Business Card
MasterCard Small Business Card (Financial)
MasterCard Small Business Card Last 12 Months
MasterCard World/World Elite (Financial)
Maybelline Ultra Liner
Mazda
Meal Delivered
Medical Insurance from Other Government Source
Medical Insurance from a Fraternal or Other Membership Group
Medical Journals
Meijer
Men
Men's
Mens
Meow Mix
Mercedes Benz
Mercury
Merrell
Merrill Lynch (Financial)
Met RX
Met with a Financial Planner Last 12 Months (Financial) - Above Average
Met with a Financial Planner Last 12 Months (Financial) - Average
Met with a Financial Planner Last 12 Months (Financial) - Below - Average
Met with a Financial Planner Last 12 Months (Financial) - Most Likely
MetLife (Financial)
MetroPCS
Metropolitan or City Club (Financial)
Mexican Restaurant
Mexican/Tejano/Ranchera
Mid Luxury Car
Mid SUV
Military Channel
Mini
Mio
Mobile Social Networker
Mobile Wallet power user
Modells
Moderate Income
Modest Income
Moms of Elementary Schoolers
Money Market Funds
Money Market Funds (Financial)
Money Markets(Financial) - 0%
Money Markets(Financial) - 6+%
MoneyGram (Financial)
Monster Energy
Morgan Stanley Smith Barney (Financial)
Mortgage Refinance/Consolidation Loan (Financial)
Mortgage Refinance/Consolidation Loan Acquired Last 12 Months (Financial)
Motorcycle
Motorcycle (Financial)
Motorola
Movie Channel
Movie Cube
Movie Gallery
Movie Listings
Moviegoers
Movies and Music
Movies in the Last 12 Months
Multi-Family
Multiple Formula with Minerals
Museums
Music
Music Fans
Music Player
Mutual Funds (Financial) - 0%
Mutual Funds (Financial) - 1%
Mutual Funds (Financial) - 2%
Mutual Funds (Financial) - 3-5%
Mutual Funds (Financial) - 6+%
Mutual Funds Stocks (Financial)
NYC New York Color Eye Liner
Nabisco
National
National Public Radio
National Public Radio (Financial)
Nationwide (Financial)
Natural or Organic Food
Net10
NetQuote
Netflix
Neutrogena Advanced Solutions
Never had Traditional TV Services
New Domestic Vehicle Purchase Luxury
New European Vehicle
New European Vehicle Purchase
New Hybrid Luxury Car
New Hybrid Regular Car
New Hybrid SUV
New Japanese Luxury Vehicle
New Japanese Luxury Vehicle Purchase
New Japanese Regular Vehicle
New Japanese Regular Vehicle Purchase
New Korean Vehicle
New Korean Vehicle Purchase
New Luxury 4WD
New Luxury AWD
New Luxury CUV
New Luxury Convertible
New Luxury Coupe
New Luxury Diesel
New Luxury Sedan
New Luxury Vehicle
New Luxury Wagon
New Regular Convertible
New Regular Coupe
New Regular Wagon
New Vehicle
News/Talk
Newspaper/Magazine
Nikon
Nissan
Nivea for Men
No
No Contract Required
No Cred Cards Owned (Financial)
No children
Nokia
Non-Hispanic
Non-Religious Organization (Financial)
Nordstrom
Northwestern Mutual (Financial)
Noxzema Plus Skin Cream
Number of Credit Cards Owned (Financial)
Nutrisystem
Odwalla
Office Furniture or Furnishings
Office Supplies
Olay Daily Facials
Old El Paso
Olympus
One Property or Real Estate Investment
One Vacation/Weekend Home
Online
Online (Financial)
Online Only Store
Online PurePlay Store
Online/Internet Sites
Operating System
Oppenheimer Funds (Financial)
Other
Other (Financial)
Other Advertisements
Other American Express Card (Financial)
Other Brand
Other Cable Company
Other Carrier for Business Use
Other Companies (Financial)
Other Content
Other Diet Control
Other Discount Brokerage Firm
Other Ethnic Restaurant
Other Eye Liner
Other Health/Medical Supplies
Other Insurance Company
Other Means
Other Music Performances
Other Online Brokerage Firm (Financial)
Other Pet Owner
Other Phone Company
Other Reason for Diet Control/Eating Habit
Other Rental Car Company
Other Type of Business
Otter Products
Outdoor Recreation
Outdoor family fun
Outdoors Grouping
Ovation
Overnight Courier (Financial)
Own Between 7-9 Credit Cards (Financial)
Own Five Credit Cards (Financial)
Own Six Credit Cards (Financial)
Own Three Credit Cards (Financial)
Own a Portable PlayStation
Own or Lease Any Honda Vehicle (Financial)
Owner
Owns Home Stereo
PBS Kids Sprout
POM Wonderful
PacifiCare
Pacific (Financial)
Pamphlets/Brochures
Panasonic
Panda Express
Panera Bread Company
Paperless Statements From Bank Past 12 Months (Financial)
Parenthood
Parenting
Parents Tended To Be Savers (Financial)
Participate In Activities
Participated in Environmental Groups or Causes (Financial)
Parts/Supplies
Pay Cash
Pay Per Use Text Plan
PayPal
PayPal (Financial)
PayPal power user
Pedigree Dentabone
Peets Coffee
Pencil Eye Liner
People Often Ask My Advice When It Comes To Financial Matters (Financial)
Performing Arts
Perfume
Permanent Color
Perrier
Personal Airline Miles Rewards Program Credit/Debit (Financial)
Personal American Express (Financial)
Personal American Express Blue (Financial)
Personal American Express Gold (Financial)
Personal American Express Green (Financial)
Personal American Express Platinum (Financial)
Personal Debit MasterCard (Financial)
Personal Investments
Personal Liability Insurance Not Included On Auto and Home Policy (Financial)
Personal Loan Not For Education In the Last Twelve Months (Financial)
Personal Loan for Education/Student Loan Acquired In The Last 12 Months (Financial)
Personal or Joint (Financial)
Personal or Joint 2nd Mortgage (Home Equity Loan) (Financial)
Personal or Joint Business (Financial)
Personal/Joint Education(Student) Loan (Financial)
Personal/Joint Home Equity Line of Credit (Financial)
Personal/Joint Home Mortgage (1st) (Financial)
Personal/Joint Line of Credit (Financial)
Personal/Joint Loan Not For Education Purposes (Financial)
Personal/Joint Mortgage Refinance/Consolidation Loan (Financial)
Personally Bought (Financial)
Personally own a smartwatch
Pharmaceutical Company
Phone (Financial)
Phone Advertising
Pillsbury
Pillsbury baking mix
Pizza
Place of Work or Union (Financial)
Planet Green
Plantronics
PlayStation Network Gaming Subscriber/User
Playing a Musical Instrument
Plus Sizes
Policy Owner
Political
Polo Ralph Lauren
Ponds Cold Cream
Porsche
Portable Game Hardware
Post
Powder Meal
Power Video Gamer
PowerAde Ion 4
Prada
Pre-paid Debit Card Online
Premium Card Holder
Premium Compact Car
Premium Luxury Car
Premium MasterCard (Financial)
Premium Mid Size Car
Premium Sports Car
Premium Visa (Financial)
Prepay Plan
Prescription Drugs
Prestige Eye Liner
Price Club
Price Sensitive Penny Pinchers
Primary Residence / Individual Owner
Printers from Lexmark
Privately Held Shares (Financial)
Product or Drug Website
Professional / Technical
Professional Sports Event
Professional/Technical
Property or Group Insurance for Business Use
Public Broadcasting Service
Public Radio
Purchase Decorations
Purchase Home
Purchase or Download to Own
Purchased Financial Products for a Small Business in the Past Year (Financial)
Purchased Past Six Months (Financial)
Purchased at a Bank
Purchasing items for children
PurePlay Store
Purina Cat Chow
Purina ONE
Quaker
Quicksilver
Qwest
REI
Ralph Lauren
Ran for or Held Public Office during Past Year
Real Estate Investments
Real Estate for Investment Purposes
Recommendation of a Friend/Relative (Financial)
Recommended by a Sales Person
Recreation Vehicle (Financial)
Red Bull
Redbox Kiosk
Refilled a Prescription through any channel
Refinance Loan
Refrigerator
Regions Bank
Regular Sizes
Regular to Luxury Moveup
Regularly Reading Finance News Or Financial Publications (Financial)
Relaxation
Relaxation and Information
Religious / Inspirational
Religious Causes
Religious Organization (Financial)
Religious Shows
Religious/Inspirational
Renter
Renters Insurance (Financial)
Republican
Resale Loan
Resort Hotel
Restaurant Order
Restaurant Reservations
Retail Discount Rewards Program Credit/Debit Card (Financial)
Retire
Revlon Colorsilk
Revlon Colorstay Eye Liner
Revlon Frost & Glow
Rewards Card in the Last 12 Months
Rhythmic
Rim Blackberry
Rim/BB
Rimmel Eye Liner
RiteAid
Rock Music Performances
Rockstar
Rold Gold
Roper
Ruffles
Rykrisp
SBLI (Financial)
SOHO
Saab
Safeco (Financial)
Safeway
Saks 5th Ave
Same Network as Friends/Family
San Diego
San Pellegrino
Sara Lee Hanes
Saturday Matinee
Savings Bonds (Financial) - 1%
Savings Bonds (Financial) - 2%
Savings Bonds (Financial) - 3-5%
Savings Bonds (Financial) - 6+%
Savings Certificates (Financial)
Schweppes
Science And Technology
Science Fiction
Science/Technology
Scion
Scooby Snacks
Scoop Away
Sea Breeze Astringent
Sears
Second House/Residence In The Next Year (Financial)
Second Mortgage or Home Equity Loan (Financial)
Security Systems
Self Employed
Self Improvement
Sell A Business
Sell House/Residence in the Next Year (Financial)
Sell a Vacation or Second Home
Semi-Vegetarian
Senior Adult in Household
Separate Term Life Insurance Policy (Financial)
Sephora Quick Responder
September
Served as an Officer for Some Club or Organization
Served on Your Own or Another Company's Board of Directors during Past Year (Financial)
Served on a Charitable or Other Board of Directors during Past Year
Served on a Charitable or Other Board of Directors during Past Year (Financial)
Served on a Committee for Some Local Organization
Sewing / Knitting / Needlework
Shop with a Cash Back Reward Card (Financial)
Shop with a Hotel/Car Rental Reward Card (Financial)
Shopped With a Hotel or Car Rental Rewards Card (Financial)
Shopped with a Cash Back Rewards Card (Financial)
Shopped with a Visa Signature Card in the Last 12 Months (Financial)
Showtime
Signed a Public or Civic Petition
Single
Single Parent
Single-Family
Situational Comedy Shows
Skechers Store
Slim Fast
Smart Home device regularly connected
Smartphone
Snapple
Snow Ski Vacationer
Snow Skiing
Soccer Moms
Software Buyer
Soloist
Some Other Reason Is Very Important (Financial)
Someone Else in the Family Decided On Homeowner or Personal Property Insurance (Financial)
Soup/Salad
South Beach Diet
Southwest (Financial)
Spa
Space and Specialty Kid's Camp
Spanish AC
Sparkling Ice
Specific Phone I Wanted
Sport Video Games
Sport/Utility Vehicle
Sports
Sports 2-3 Times
Sports Authority
Sports Grouping
Sports Shows
Sprint
St John's Wort
St. Ives Apricot Scrub
Stacys
Staples
Starbucks
Starbucks Coffee
Starwood Affinity
Starz!
State Farm
Stay-cation
Std Retail - Main Street Retail
Std Retail - Membership Warehouse
Std Retail - Standard Retail
Std Specialty - Home Improvement
Stocks (Financial) - 1-2%
Stocks (Financial) - 11-15%
Stocks (Financial) - 7-10%
Storage/Organization
Streaming Subscription for Mobile/Tablet
Stride Rite
Student Loan (Financial)
Style
Subaru
Subscribe to a Fiber Optic Service
Sudoku Puzzles
Sugar-Free
SunTrust (Financial)
Sunbeam
Suncoast Video
Sundance Channel
Suzuki
Sweepstakes / Contests
Swimming Pool Present
Switch Investment Provider (Financial)
Syfy
T-Mobile
T. Rowe Funds (Financial)
T. Rowe Price (Financial)
T.J. Maxx
TD Ameritrade (Financial)
TD Bank (Financial)
TV Ad/commercial
Tablet Computer & eReaders
Tablet Meal
Talbots
Target
Tax Exempt Funds (Financial)
Teddy Grahams
Telephone or Communication Equipment or Services
Temporary Rinse
Tennis or Racquet Club
The Economy Has A Direct Effect On My Spending Habits (Financial)
The Hartford (Financial)
The Philosophy That You Are Better Off Having What You Want Now As You Never Know What Tomorrow Brings (Financial)
The Sports Authority
Thrifty
Tidy Cats (Regular)
Tigers Milk
Time Share - Have Taken
Time Warner Cable
Timeshare
To Not Provide a Lot of Personal Information
Took an Active Role in a Civil, Social, or Political Issue during Past Year
Touring or Sightseeing
Tower Records
Towing Insurance
Toy Store
Toyota
Toyota Car
Toyota Truck
Toys R Us
Tracfone
Traditional Mass Merchandise Store
Travel
Travel - Airline
Travel Arrangements
Travel Insurance
Travel Insurance (Financial)
Travel Services
Travel Toiletry Case
Trix
Tropicana
Truck
Trust Homeowner's insurance carrier to provide smart home technology
Trust Magazine Media the Most
Trusts (Financial) - 0%
Trusts (Financial) - 1%
Trusts (Financial) - 2%
Trusts (Financial) - 3%
TurboTax Preparation Program (Financial)
TurboTax Tax Software (Financial)
Two Dailys
Two or More Sundays
U.S. Bank (Financial)
U.S. Bank Issued Credit Card (Financial)
U.S. Government Bonds (Financial)
U.S. Postal Service
U.S. Treasury Notes (Financial)
UBS (Financial)
UBS Funds (Financial)
UPS for Business Use
UPS for Personal Use
US Airways
USAA (Financial)
USAA Funds (Financial)
USAA Issued Credit Card
USAA Issued Credit Card Last 12 Months
USPS for Business Use
USPS for Personal Use
Under $1
Underbanked - 03
Underbanked - 04
Underbanked - 05
Underbanked - 06
Underbanked - 07
Underbanked - 08
Underbanked - 09
Underbanked - 10
Underbanked - 11
Underbanked - 12
Underbanked - 13
Underbanked - 14
Underbanked - 15
Underbanked - 16
Underbanked - 17
Underbanked - 18
Underbanked - 19
Underbanked - 20
Underbanked - Above Average
Underbanked - Average
Underbanked - Least Likely
Underbanked - Most Likely
Underbanked- Below Average
Unicare
United
United Mileage Plus
United States Vacation
Universal Life Insurance Policy (Financial)
University Club (Financial)
Unknown Gender 03-05
Unknown Gender 06-10
Unknown Gender 11-15
Unknown Party
Unlocked Phone
Upscale Card Holder
Upscale Hotel Restaurant
Upscale Retail - Hi-end Retail Buyers
Use Tablet Make Purchases
Use Tablet Research and Compare Prices
Use a Stock Rating Service Last 12 Months (Financial) - Above Average
Use a Stock Rating Service Last 12 Months (Financial) - Average
Use a Stock Rating Service Last 12 Months (Financial) - Below Average
Used 1-5 Times Per Month
Used 11-20 Times Per Month
Used 20+ Times Per Month
Used 6-10 Times Per Month
Used < 1 Time Per Month
Used European Vehicle Purchase
Used Japanese Luxury Vehicle Purchase
Used Korean Vehicle Purchase
Used a Real Estate Agent
Used a Real Estate Agent - Buy Property
Used a Real Estate Agent - Other Type of Agent
Used a Real Estate Agent - Sell Property
Used for Business Purposes
Using Credit Card Over The Phone (Financial)
Using a wearable device to track driving behavior
Using a wearable device to track financial information
Using a wearable device to track health/fitness activities
Using a wearable device to track home utilities
Using a wearable device to track media consumption
Using a wearable device to track retail information
Using a wearable device to track travel/entertainment activities
V8
V8 Fusion
Vacation/Weekend Home
Validator
Vanguard (Financial)
Variable
Variety
Variety Store
Vegan
Vegetarian
Verizon
Very Interested in Current Affairs and Politics
Veterans Group (Financial)
Victorias Secret Eye Liner
Video Conferencing Equipment
Video Gamers
View Other Rental Videos
View VOD Videos
Virgin Megastores
Virgin Mobile
Visa
Visa (Financial)
Visa Gold Card (Financial)
Visa Gold/Premium
Visa Regular
Visa Signature Card (Financial)
Visa Small Business Card (Financial)
Visa Small Business Card Last 12 Months
Vitamin A
Vitamin C
Vitamin D
Vitamin E
Vitamins
Volkswagen
Volvo
Vudu.com
Walgreens
Walking Shoes
Walmart
Warehouse
Warehouse Club
Warehouse Clubs
Warehouse Clubs Store
Watch Pay Per View
Watch at Home
Water Sports
Waterparks and Swimming
We TV
Web/Email/Social Networking
Website
Website Advertising (Financial)
Website Retailer Store
Weight Loss
Weight Watchers
Wells Fargo Advisors/Wachovia Securities (Financial)
Wells Fargo/Wachovia (Financial)
Wells Fargo/Wachovia Issued Credit Card (Financial)
Western Union
Westwood WFM Weekend
Wheat Thins
When I Find A Financial Product/Service I Like I Typically Recommend It To People I Know (Financial)
Whirlpool
Whiskas Temptations
Whisker Lickins
White
Wii
Winery/Distillery/Brewery Tours
Wireless Device Fans
Wireless Specialty E-Commerce
Wireless Specialty Retail
Women
Women's
Women's Shoes
Work Place (Financial)
Worked for a Political Party
Working Woman
Written An Article for a Magazine/Newspaper
Written Something That Has Been Published (Financial)
Written a Letter to the Editor of a Newspaper or Magazine or Called a Live Radio or TV Show
Written or Called Any Politician
Written or Called any Politician at the State, Local, or National Level
Wrote an Article or Book for Publication during Past Year (Financial)
Wrote or E-mailed a Newspaper or Magazine during Past Year (Financial)
Wylers
Xbox
Xbox Live Gaming Subscriber/User
Yes
Zone Perfect
Zoo Attendance
Zurich
eReader
from a Plus Size Store
iTunes
magic Chef
no concerns about smart home technology
the Movie Channel
the Science Channel
I shudder to think what could have been collected if I had not had “Limit Ad Tracking” enabled. 
Of course, Pi-hole tells a different story entirely, revealing all the secret background connections that channels make or attempt, some legitimately needed for delivering content, and others strictly for advertising/tracking/analyzing my behavior, or the apps’ performance.
I haven’t watched broadcast TV in years.