Spokesman Aaron Albright said outside vendors "are prohibited from using information from these tools on HealthCare.gov for their companies' purposes." The government uses them to measure the performance of HealthCare.gov so consumers get "a simpler, more streamlined and intuitive experience," he added.

It's one thing to send session length, general location, usage stuff like that to see where, for example, awareness campaigns might be needed. But really:

  smoker=1&parent=&pregnant=1&mec=&zip=85601&state=AZ&income=35000

That's a bit much! And I suppose DoubleClick is carefully siloing this information so it doesn't accidentally perform all kinds of analysis on it for comparison with its other huge databases? Perhaps they are barred from selling it wholesale to data brokers but I can't imagine they are unable to use it for plenty of their own purposes.