Think of how often sit with your phone, tablet, or computer, quietly shopping or reading the latest headlines. Browsing the internet certainly feels like a solitary activity, but as a new paper reveals, you may be surprised by just how many companies are observing.
Tim Libert, a doctoral student at the Annenberg School for Communication at the University of Pennsylvania analyzed the Alexa top one million websites, finding that 88 percent leak user data to third parties -- sites that would be unfamiliar to most users.
"There's some suggestion that it's anonymous data," says Libert, "but when you have big data sets that can be combined with other big data sets, you can be identified pretty easily."