Several of the most recent versions of browser software can notify you before a Web site places a cookie on your computer. Some browsers will let you deactivate the cookie file altogether if you choose. But remember, the cookie technology is used to help you move more efficiently online. Web site operators can access information about their visitors in other ways, too. While some read information directly from your computer, others encourage visitors to register with their sites and ask people to enter their names, addresses, and some information about their interests.
Some Web sites ask visitors to complete a survey or questionnaire before moving through the site.
The information collected is used to determine who is visiting the site, what interests them, and what changes could be made to make the site or service better. With the help of this information, companies and other organizations can improve Web site content to match visitors' interests. Many companies are sensitive to online privacy issues and work to maintain personal privacy online. The Direct Marketing Association encourages companies and, in fact, organizations of all types to develop and post their own privacy policies on their Web sites. These policies should tell what information is collected when you visit a site and how that information is used.