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Companies today are increasingly tying people's real-life identities to their online browsing habits

from The Wall Street Journal

Georgia resident Andy Morar recently sent a note to a showroom near Atlanta, using a form on the dealer's website to provide his name and contact information. His note went to the dealership — but it also went, without his knowledge, to a company that tracks car shoppers online. In a flash, an analysis of the auto websites Morar had anonymously visited could be paired with his real name and studied by his local car dealer. The widening ability to associate people's real-life identities with their browsing habits marks a privacy milestone, further blurring the already unclear border between our public and private lives. more

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