How the Web knows what you like

Online tracking technology is getting smarter and more ubiquitous, according to this Wall Street Journal investigation. Most of the top sites install some kind of tracking files on user computers, and third-party tracking firms are often involved, sometimes placing files that re-install tracking information after it has been deleted by the user. The anonymous information gleaned from such tracking produces detailed profiles that can be refined to offer marketers highly specific target audiences, and offer users ads related to topics they are seeking out online. “When an ad is targeted properly, it ceases to be an ad, it becomes important information,” said David Moore, chairman of 24/7 Real Media.  Wall Street Journal, The


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