Online Behavior Tracking: No Such Thing as Enough

Every time you go online, you leave electronic footprints — and someone is following them. When you display a page, enter a search query, play a video or click on an ad online, that information is logged by the servers of the companies that own the site or serve the video or ad or search results. Those are some of the findings comScore came up with in response to a project it jointly worked on with The New York Times’ Louise Story to find out how much data Web companies can collect from users.