A great article here on status of semantic web. You would get the impression from this that your tastes are as simple as knowing what movies you like. Bulletin from Dr, Media, having examined these technologies and what that can deliver, I will say one thing. They cannot distinguish between irony and sarcasm. As a trained clinician I can assure you , that if you can’t make this distinction you can’t tell what people mean, regardless of what the engineers like to believe.
This is an effort to sell data-mining to advertising agencies who are desperate for anything that will allow them to figure out how to deal with the tsunami of data and metadata.
Rapleaf says they have 400m email addresses with info attached gathered from just on line sources.
There are a number of these companies, Glue.com, for example, who are on the right track in thinking aggregating choices helps with profiling, however, people lie, and unless you have an ability to cross reference things so you can confirm the validity of your projections,you can’t create accurate pictures.
In psychology we have dealing with these issues for only about 80 years,.
Most of these firms have no social or clinical psychologists or researchers on staff, they just make it up, there are no standards. Good luck!

The New Gold Mine: Your Personal Information & Tracking Data Online – WSJ.com

Hidden inside Ashley Hayes-Beaty’s computer, a tiny file helps gather personal details about her, all to be put up for sale for a tenth of a penny.

The file consists of a single code— 4c812db292272995e5416a323e79bd37—that secretly identifies her as a 26-year-old female in Nashville, Tenn.

The code knows that her favorite movies include “The Princess Bride,” “50 First Dates” and “10 Things I Hate About You.” It knows she enjoys the “Sex and the City” series. It knows she browses entertainment news and likes to take quizzes.