Privacy concerns have long been an issue, particularly with online tracking allowing marketers to calculate extremely precise demographics about just who is clicking on ads or viewing commercials, but more recently, online and offline data have combined to create eerily specific information on any given individual.

The Federal Trade Commission (FTC) held hearings last week to discuss whether personal information should be off-limits to marketers. One company that has come under scrutiny is data firm Aperture, which pulls data from Experian, Acxiom, and Nielsen’s Claritas along with Datran (which owns Aperture)’s database of email addresses to form precise profiles of online users.

So far, that information has been used to target ads to consumers that are tailored to their gender, age, and income bracket, among other things. The concern is that with the combination of offline and online data, privacy is being encroached.

Further, users may start to reject ads that target them too precisely simply because it makes them uncomfortable. Seeing an ad for a car that is within the consumer’s income bracket raises no red flags, but receiving an ad for Weight Watchers when one is overweight may be crossing an internal line of some sort.

According to complaints with state attorneys general, consumers are less concerned with their online privacy than they are with telemarketing, but many fear that a tipping point is just around the corner.