Advertisers trace paths users leave on Internet
If you use Yahoo's Web search engine to learn about hybrid cars, the site will quietly note that you fit into a group of users it calls "Consciously Cruising."
If you click on ads for moving van companies, you will join the "Home Hopping" group. Shop for wedding cakes and reception halls and you might be tagged as a future bride or groom.
Earlier this year, Yahoo introduced a computer system that uses complex models to analyze records of what each of its 500 million users do on its site: what they search for, what pages they read, what ads they click on. It then tries to show them advertisements that speak directly to their interests and the events in their lives. Advertisers trace paths users leave on Internet | CNET News.com
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