BEX technology of identification of each visitor on the platform is indeed and really required in our digital environment which is dealing with loads of hackers and people trying to scam such visitors details with their IP Address will help better to block those IP's and save the platform.
I think you misunderstand BEX services which has nothing to do with protecting you from hackers, Collecting visitors info is not something new and every website does that when you visited. BehaviourExchange just use that visitor's info ( ur country, ur language, search history ... ) to show you the content that suit your needs to give you best browsing experience.
It look like google working at this time, i call this is individual behaviour research. But i have a question? Will Bex using our behaviour to make business, such as : run ads like google.