I’m Being Followed: How Google—and 104 Other Companies—Are Tracking Me on the Web

An in-depth look at the analytics that go on behind the scenes as your virtual profile gets pieced together by the sites you visit, the actions you take and the information you provide online. Targeted advertising in itself isn’t necessarily a bad thing, it’s the means by which the majority of services we use on the internet can be free. What is concerning is what happens to that information and who has access to it, considering it’s perpetual nature and that, simply put, there is no transparency, opt-out or control involved.

‘If a company can follow your behavior in the digital environment — an environment that potentially includes your mobile phone and television set — its claim that you are “anonymous” is meaningless. That is particularly true when firms intermittently add off-line information such as shopping patterns and the value of your house to their online data and then simply strip the name and address to make it “anonymous.” It matters little if your name is John Smith, Yesh Mispar, or 3211466. The persistence of information about you will lead firms to act based on what they know, share, and care about you, whether you know it is happening or not.”

I’m Being Followed: How Google—and 104 Other Companies—Are Tracking Me on the Web

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