Digital platforms make it easy to track users based on what they are reading, where they are shopping or even whether they are divorced, married or expecting a baby, Amy Manus writes in an article for ClickZ. All those online interactions provide a wealth of public information for companies to use in targeted advertising. "Behavioral targeting is often scrutinized by consumers and government legislation for the tracking of personally unidentifiable information," she writes, pointing out that, "these same consumers are also offering up their own personal information all around the Web for marketers to create their digital footprint...If there is such a concern over privacy, then consumers need to be their own personal advocates."
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