...definitely Google your name in several spellings each year. Never Google your SS#.
I was researching de-humidifiers last week. Sadly I was logged into my Yahoo account. I have been getting adverts for heating and cooling systems.
I scrubbed my computer of cookies, but still get the search-related adverts. That means my Yahoo account has saved my search term and attached it to my account. It sells ad space on my opening page and I get adverts for any search terms attached to my account.
Soon Yahoo may begin attaching fake search terms to my account so that advertisers get more hits and feel more inclined to advertise with Yahoo.
Won't happen? Whole businesses have been made to sell fake "Likes" http://www.v7n.com/forums/social-network-marketing/294731-dangerous-buy-fake-likes-2.html
). Faking the search term database of your members to make it appear more valuable to advertisers is not a stretch and is probably already happening.