Data mining is a simple concept although it can extremely complex in implementation. It is any method used to extract specific information from a database.

The largest danger for individuals is the enormous amount of personal information being compiled by searching across multiple databases. Few realize that their information – even medical records – are widely available.

When services collate information from many sources and then make it available online to the general public, for a fee, or to those with the money there can be serious consequences. For example, I find it unsettling that some white pages sites now list the names and ages of children.
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DoubleClick gets in trouble for wanting to merge user identification with behavior. There was publicity and legal action:

http://www.cdt.org/privacy/000302doubleclick.shtml

http://www.out-law.com/page-2486

Later, Google acquired DoubleClick amid protests by privacy groups. They finally overcame the last obstacle and got EU clearance for the merger:

http://www.marketwatch.com/news/story/google-lands-eu-clearance-doubleclick/story.aspx?guid={041C7A8C-FF82-4654-A874-62EF04D53463}

The MarketWatch article says:

“DoubleClick is expected to provide Google with a trove of existing customers, online inventory and technology needed to better track Web users across sites in order to deliver them targeted display advertisements.”

and

“Microsoft complained publicly last year that Google’s purchase of DoubleClick would result in “sole control over the largest database of user information the world has ever known.”

Do you suppose that they won’t use the capability provided by their acquisition? Want more details? See these:

http://www.pcworld.com/article/131007/ftc_asked_to_block_googledoubleclick_merger.html

http://www.euractiv.com/en/competition/consumer-groups-alarmed-google-online-ad-merger/article-165346

http://epic.org/privacy/ftc/google/

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