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The data required to serve you any single ad may pass through many companies’ systems in milliseconds—from data broker to ad marketplace to an agency’s custom system.

Another way you can be tracked without your knowing it is through any open Wi-Fi hot spot you might pass. If your phone’s Wi-Fi is on, you’re constantly broadcasting a unique MAC address and a history of past Wi-Fi connections.

is that with most individual data vendors holding only parts of your data, your complete, identifiable profile is never all in one place. Giants like Google and Facebook , who do have all your data in one place, say they are diligent about throwing away or not gathering what they don’t need, and eliminating personally identifying information from the remainder.

There are plenty of ways to track you without getting your permission. Some of the most intrusive are the easiest to implement. Your telco knows where you are at all times, because it knows which cell towers your phone is near. In the U.S., how much data service-providers sell is up to them.

A map of the U.S., showing areas of unusually high visits to sites where location-based advertising firm Groundtruth pushes ads to mobile devices.

Retailers sometimes use these addresses to identify repeat customers, and they can also use them to track you as you go from one of their stores to another.

WeatherBug, one of the most popular weather apps for Android and iPhone, is owned by the location advertising company GroundTruth. It’s a natural fit: Weather apps need to know where you are and provide value in exchange for that information.

Every month GroundTruth tracks 70 million people in the U.S. as they go to work in the morning, come home at night, surge in and out of public events, take vacations, you name it.

Companies like Acxiom could be prime targets for hackers, said Chandler Givens, chief executive of TrackOff, which develops software to protect user identity and personal information

Nearly every year, a bill comes up in the Senate or House that would regulate our data privacy—the most recent was in the wake of the Equifax breach—but none has passed. In some respects, the U.S. appears to be moving backward on privacy protections.