. >> brian krebs reports on cyber security for his blog, krebs on crime. big data brokers hold the keys to the kingdom. >> they know where i buy, whether it's underwear or toothpaste. >> absolutely. >> they know more about you than you know about you. >> adversaries everywhere -- >> at the world's largest information security conference in san francisco, the buzz was all about keeping your data safe from malwear, span bots and a number of other issues. but pam dixon says the real threat isn't what hearings and thieves can steal, it's also what we hand over about ourselves voluntarily, often unwittingly every single day for free. >> these people are really good at keeping threats away but that doesn't mean companies can't buy and sell our information at will. all that gets pushed into a big giant information soup. and what comes out at the other end is the profiling of individual consumers. self improvement and health-wellness offers. >> at her office in san diego dixon shows us some of these profiles or lists many of us end up on. >> here is a list that sa