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Abstract

As you browse the internet, online advertisers track nearly every site you visit, amassing a trove of information on your habits and preferences. When you visit a news site, they might see you’re a fan of basketball, opera and mystery novels, and accordingly select ads tailored to your tastes.

Advertisers use this information to create highly personalized experiences, but they typically don’t know exactly who you are. They observe only your digital trail, not your identity itself, and so you might feel that you’ve retained a degree of anonymity.

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