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Most online users have experienced it. You do an online search for healthcare purposes, travel information, or something to buy and soon you’re being bombarded with emails and targeted online ads for everything related to your search. That’s because browser cookies were tracking you as you performed your searches; they identified you and your activity.

Over the past few years, the online advertising industry has been undergoing a sea change as regulators restricted how cookies can be used and browser providers moved away from their use in response to consumer outcries over privacy.

“They often feel surveilled; some even find it ‘creepy’ that a website can show them ads related to their behavior elsewhere,” according to a recent study by the HEC Paris Business School.

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