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Along with what others said, things you are interested in, demographic data, etc. The content you choose to watch on tiktok or products you click on on temu reveals a lot of valuable information about what ads might be most effective on you so they can target ads to you.
If you want more information on what your company can do to help protect against ransomware, CISA’s stop ransomware site has good advice:
https://www.cisa.gov/stopransomware