However, many Web sites do not provide individuals with basic information about what data is collected and for what purpose. Data is regularly used to develop profiles that are used for marketing both by the company who collected the information and those to whom they may rent or sell customer lists. Today, however, the state of information practices on many Web sites falls short of these admirable goals. When individuals send email they expect that only the intended recipient will read it. While United States law provides email the same legal protection as a first class letter, the technology leaves unencrypted email as vulnerable as a postcard.
Email is just one example.
The Internet generates information about individuals online activities. The Internet allows this information to be efficiently stored, processed and exchanged. While this information is necessary for the task, it is often used to support other activities. For example, a Web site operator may use aggregate information about what visitors do to improve the site. Alternatively, a personalized service may use information about what a specific user does to tailor its services or advertisement.