Got this notification when I opened Chrome when coming back to my desk after lunch.
"We changed our privacy settings to allow us to snoop on what you're looking at and shove you ads accordingly. Feel free to opt out, but we'll probably opt you back in when you aren't paying attention."
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I think a balance can be struck. Early internet ads didn't have to watch you all across the internet. As far as I know DuckDuckGo ads are just old school keyword matches, too. Newspapers don't feel the need to know the last 10 stores you visited. It's this obsession with personalized, targeted ads that brings up all this spyware crap.