Web ads are dramatically different from prior ad media, though — rather than just being printed on paper or inserted into a broadcast, web ads are software. They run arbitrary code on your computer, which can (and usually does) collect and send data about you and your behavior back to the advertisers and publishers. And there’s so much consolidation amongst ad networks and analytics providers that they can easily track your behavior across multiple sites, building a creepily accurate and deep profile of your personal information and private business.
All of that tracking and data collection is done without your knowledge, and — critically — without your consent. Because of how the web and web browsers work, the involuntary data collection starts if you simply follow a link. There’s no opportunity for disclosure, negotiation, or reconsideration. By following any link, you unwittingly opt into whatever the target site, and any number of embedded scripts from other sites and tracking networks, wants to collect, track, analyze, and sell about you.
To make matters worse, most publishers neglect to adequately inform their readers about what ad networks and analytics software they use, or how many of them are presently in operation.
Still other publishers, like BGR,