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Websites will typically collect information including your device IP address, your location (revealed by your IP address), what browser you use, how much time you stay on a page, and what you do while you're there. The resulting profile could include your likes and dislikes, interests and hobbies, whether you have children, your religious beliefs, any problems you may be having, what you shop for, and much more. This is the type of data that can be leveraged by cybercriminals to commit identity theft and other crimes.