A normal browsing session on Buzzfeed may include GIF-filled lists, quick news blurbs, and a zillion pop-culture quizzes, but what can the site do once it tells you which 30 Rock character you are? According to a British e-commerce specialist, the answer is quite a bit, as Buzzfeed users are coughing up a lot more personal information than they may realize.

In another reminder that everything you do on the Internet leaves a clicktrail, a post at Dan Barker's personal blog opened by picking through the default Buzzfeed browsing data sent to Google Analytics. That data included whether users have connected Facebook to Buzzfeed, how often they've shared Buzzfeed stories to social media, their gender and age (if those have been publicly disclosed), their location, and more.

All of that data was assigned to a "username" value, which Barker noted was the same across multiple browsers on the same PC. Barker analyzed the site's many quizzes, where he found that each quiz answer he chose (or didn't choose) was tracked alongside all of that other potentially personally identifiable information.

To make a point about privacy implications, Barker pointed to a quiz named "How Privileged Are You?," which said that it had over 2 million views. The questions on that quiz plumbed some pretty personal depths, touching on topics like eating disorders, rape, sexuality, medications, and suicide. Other seemingly innocuous quizzes looked different when viewed through the lens of data privacy as well, often inadvertently pointing out users' gender, age, and ethnicity.

Buzzfeed's privacy policy makes no bones about making use of such data to present targeted advertising. Still, the implication that personally identifiable information was collected was enough to bring Buzzfeed VP Dao Nguyen to the post's comment section to respond. She stated that "we do not in fact record that it is 'you' browsing the site" and that "we are only interested in data in the aggregate form." Nguyen also said that "about 99%" of readers do not log into Buzzfeed accounts.