… and we only want to improve your site experience and provide you personalised offers of the stuff that you really need.
Right, this is not about the NSA or other mass data retention initiatives by federal governments to fight terrorism. It is just about the common tracking and advertising mechanisms that are embedded in nearly every Web site that you visit every day. It is not only tracked what exactly you read, but also recorded where you went next and when you came back. And this is then aggregated into a quite personal profile of yourself and commercially exploited to offer you the best surfing and shopping experience. So to say Big Data at its best.