That's obviously bad and I hate it, but how much value even is there is the data that a spyware coffee machine could collect about your home? What advertisers would buy such data and what would they advertise to me? What is the marginal value of that data?

You can also map a home out depending on signal strength. That gives you approximate size of home which gives you approximate income.

It can also correlate it with geolocation data. Google, for eg, sniffs all broadcasted SSIDs with their StreetView cars. If you can pick up on a SSID (or any of the MAC addresses of the other devices), you can buy the data set that includes it which further pinpoints demographics given the neighborhood AMI.

You can also build behavioral profiles patterns based on things like, for eg, if a baby monitor model is present or a robot vacuum, if certain devices only connect at certain times, etc.

I think the general rule for adtech is that profile guesstimates just need to be around 70%+ fidelity to determine if a sale can be made.

Lastly, you can also just sell the data on the gray market. The more datapoints, the higher the price. Most consumer product companies do that since we have little-to-no data privacy laws and the people who seem the most aware of it also are generally very apathetic and disinterested in advocating for them.

They can get a profile of when you're in which room, how many people are in the house, etc. That's useful for targeting (e.g., up at 5am, leaves, comes back in an hour or two will have you profiled (more complicated than this since it's usually a fuzzy vector thing, but for the sake of argument) as somebody who goes to the gym, maybe leading to creatine advertising or other whatever), and also for attribution (e.g., a TV ad is shown, somebody gets up, and a purchase is made from a device known to exist at that household, regardless of whether it's behind a VPN).

If you have even very crude data from somewhere else for the targeting, improvements in attribution tech are actually the more important factor. The adtech company mostly doesn't even care who you are, just whether the ad turned into a purchase or not, and that's where a lot of the invasive tracking comes from. They'd be perfectly happy with a quickly changing "identity" if they knew it was reliable and stable between ad and purchase.

Knowing what TV you own, what phone models are used in your house, and what other devices you own tells advertisers about your spending patterns and income.

> but how much value even is there is the data that a spyware coffee machine could collect about your home? What is the marginal value of that data?

Scale it up - make that millions of homes. Now there is godlike strategic value. Esp when "borrowed" by 3 letter agencies.

If it scans the network and sees a smart dishwasher, smart washer/drier, and smart lights, but no smart fridge, I imagine its worth something to a company like Samsung to start targeting that customer with ads for a smart fridge.

It’s not so hard to get root shell on some routers via the admin panel, which usually has the same password as the wifi network or a default password. From there the device can capture dns logs.

All data is valuable. Even something as simple as the MAC address to your iPhones WiFi or Bluetooth chip is worth something to dataprofilers.

That new Amazon page that shows you what it has inferred about you told my friend that he “clips [his] fingernails approximately every two months.” He makes extensive and enthusiastic use of Echo products in his household, but I have no idea how it could've possibly reached that conclusion (and neither does he!).