Online behavior tracking (or web tracking) has been used for website owners to personalize user experience across sessions, for targeted advertising through user profiling, and for measurement/analytics. However, online behavior tracking has caused concerns for user’s privacy. Answer the following question on (1) behalf of the user and on (2) behalf of the ad network or web advertiser. USER: How can web tracking benefit me? Should I be worried about online behavior tracking? How can I protect myself from web tracking? AD NETWORK OR WEB ADVERTISER: How can web tracking benefit me? Should I be worried about online behavior tracking? How do technologies for preventing web tracking affect my business?
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