One of the ways we are monitored online
is through little programs that are constantly running in the
background of our internet experience. You may be familiar with some
of them, called “cookies,” which are little programs that
remember your preferences and your passwords. Some of these programs
will ask for your permission to store your data—others do not. One
program that is running on almost every webpage you visit is called
“google analytics.” The name says it all: it is a script Google
uses to track your activities on the internet. Google describes this
tool as something that “helps you analyze visitor traffic and paint
a complete picture of your audience and their needs, wherever they
are along the path to purchase.” It is the most popular
web-analytics tool in use, installed on over 10 million websites. It
sounds harmless enough—after all, it's just to help people with
marketing. When I run banner ads on websites, I take advantage of
scripts like this that tell me how many times the ad was displayed
and how many clicks I got. This is helpful, because I can figure out
better which ads are appealing to people and which ads need replacing
with something more intriguing. How can it be a bad thing, then?...
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