Ex-Google ad engineer fights back against advertisers with anti-tracking software

"It turns out there are literally thousands of companies and organizations collecting what I would consider very personal data — the history of the pages that we browse and our search history," Kennish said. "And so today my data is in the hands of roughly 2,000 different companies, and who knows what is being done with it? It's very difficult to even tell. We could pore over the privacy policies of these 2,000 companies to try to figure out what they're doing, but it's quite a stretch to be able to have any idea what our data is being used for."

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