Based on the information in the article, Oracle profiles provide enough information to uncover infidelity and membership in political groups. In particular, they track purchase history, physical location and online telemetry.
Their marketing information explicitly says they use the above to build social graphs of consumer profiles. You'd have to be pretty paranoid to prevent that from linking you to your hypothetical mistress and militia buddies.
You'd need to not carry a phone, pay with cash, stay masked (that's easy now, I guess) and avoid using a car with a built in cell modem or legible license plates. If Cory Doctorow is to be believed, gait tracking is also a thing now, so rotate through walking with thumb tacks and rocks in one or the other shoe.
Even then, you're still thoroughly in Death Note territory where you'll accidentally feed a few (information theoretic) bits of information to the database every once in a while.
Their marketing information explicitly says they use the above to build social graphs of consumer profiles. You'd have to be pretty paranoid to prevent that from linking you to your hypothetical mistress and militia buddies.
You'd need to not carry a phone, pay with cash, stay masked (that's easy now, I guess) and avoid using a car with a built in cell modem or legible license plates. If Cory Doctorow is to be believed, gait tracking is also a thing now, so rotate through walking with thumb tacks and rocks in one or the other shoe.
Even then, you're still thoroughly in Death Note territory where you'll accidentally feed a few (information theoretic) bits of information to the database every once in a while.
Also, if you follow all my advice, this XKCD will apply to you: https://xkcd.com/1105/
So, to answer your question, yes.