In The News: Data Mining: DoubleClick's Double Take

A long-running battle over Internet privacy came to a head last week. It centers on the so-called click streams that websites gather as you move from place to place, information that speaks volumes about your interests and buying habits--and that sites have been selling, without your knowledge, to any e-marketer willing to pay the freight.

Type, say, "Ferrari" into a search engine like Excite or Yahoo, and within seconds an ad for an online car dealer will pop up on your screen. This may not sound terribly sinister, but if your keystrokes are tracked not just within a single website but...

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