But it's not farfetched to imagine databases being linked across the Internet for a detailed profile of your buying preferences. Even today there are companies that can deliver targeted ads to your e-mail address or, in real time, to your Web browser based on the sites you're visiting. Privacy and security on the Web are hot topics. Many parties are working to secure Web transactions, and there are multiple schemes for limiting the personal information we pass along. But not as much thought is being given to the legitimate but ancillary uses of the data that we volunteer or that we inadvertently provide by buying something online.
Advertisers are willing to pay big bucks for such buyer access.
You can't buy on the Web without revealing personal info. The little lady will appreciate the diamond pin that's 20 percent off this month.