The bottom line is: The Internet is evolving, expanding and becoming its own ecosystem, and behavioral marketing on the Internet is here to stay. If you are happy to receive relevant advertising that may even give you new, useful information, be happy. If you fall on the other side of the privacy coin and you don't want your surfing habits tracked, you can employ available tools and methods to restrict the outgoing information.

Leon Fayer is Vice President, Business Development for OmniTI, a provider of web infrastructures and applications.