The anonymity of this information is far from guaranteed and firms’ data collection can indeed serve as a serious threat to people’s privacy and identity on the internet. The technology in use is extremely difficult to police, and the data, once collected, can wander off to less reputable places. It is not enough to claim this as a natural evolution of advertising when it is accepted that there are personal boundaries advertisers cannot cross, such as into the home. This advertising strategy carries too many risks to be permitted.