The $25 billion Internet advertising industry is scrambling to make more transparent its widespread practice of collecting, selling and using Web browsing and other profile information about consumers, as part of a broader effort to ward off federal regulation. Companies are joining forces to build a service letting consumers see what information they know about them. The project is the first of its kind in the fast-growing business of tracking Internet users and selling personal details about their lives. Called the Open Data Partnership, it will allow consumers to edit the interests, demographics and other profile information collected about them.