The issue of online privacy is hitting the headlines as Internet users realise that companies are tracking their every move. The controversial advertising technique 'Online Behavioural Targeting' is a key part of this process. This book reveals how it works and what companies are doing with your data. Learn the huge differences in the amount users are tracked online and what 'opting out' really means. Find out about the growing consumer awareness of the ways companies and governments use our data. Uncover the ways companies can create truly unique relationships between consumers and brands online. Discover how a digital memory would help everyone to get to know themselves better and how sharing this knowledge could benefit society.