Google captures details of web surfers’ search activities by way of cookies. DoubleClick, a worldwide advertising company captures details of the sites web surfers visit, once again with cookies.
Google recently bought out DoubleClick. Once Google compares data from its cookies with the data from DoubleClick, they will know a lot about us.
Is this a good thing?
For most web surfers a cookie is something with chocolate chips in it - few have any idea how much information will be gathered or how to opt out. There are technological solutions, which revolve around storing information about a user’s interests and their identity separately, if the identity is stored at all. What is lacking is the regulatory muscle to implement them.
