It should be no surprise that the Web in general is becoming more customized. For searchers, personalization variables can open up new opportunities, both for finding more about their own searching habits and customizing profiles to search special topics for their users. Searching your own data, on different computers with different browsers, helps to understand the new world of Web personalization. As a starting point in searching your data as others might do, it helps to know yourself. For Web searching, look at the behavioral targeting data already collected about you. Google Ad Preferences shows categories of presumed interest, demographics, and the actual cookie string associated with the saved data. Log into your Google account to see information on search and Gmail ads. All the sites except the Digital Advertising Alliance can both show you data about yourself and let you opt out of (or back into) data collection. To opt out of many of the behavioral guessing sites, visit the Digital Advertising Alliance.
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