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"It is a sea change in the way the industry works," says Omar Tawakol, CEO of BlueKai. "Advertisers want to buy access to people, not Web pages."

The Journal found that Microsoft Corp.'s popular Web portal, MSN.com, planted a tracking file packed with data: It had a prediction of a surfer's age, ZIP Code and gender, plus a code containing estimates of income, marital status, presence of children and home ownership, according to the tracking company that created the file, Targus Information Corp.

Tracking is done by tiny files and programs known as "cookies," "Flash cookies" and "beacons." They are placed on a computer when a user visits a website. U.S. courts have ruled that it is legal to deploy the simplest type, cookies, just as someone using a telephone might allow a friend to listen in on a conversation. Courts haven't ruled on the more complex trackers.

tracking companies sometimes hide their files within free software offered to websites, or hide them within other tracking files or ads. When this happens, websites aren't always aware that they're installing the files on visitors' computers.

Often staffed by "quants," or math gurus with expertise in quantitative analysis, some tracking companies use probability algorithms to try to pair what they know about a person's online behavior with data from offline sources about household income, geography and education, among other things. The goal is to make sophisticated assumptions in real time—plans for a summer vacation, the likelihood of repaying a loan—and sell those conclusions.

Consumer tracking is the foundation of an online advertising economy that racked up $23 billion in ad spending last year. Tracking activity is exploding. Researchers at AT&T Labs and Worcester Polytechnic Institute last fall found tracking technology on 80% of 1,000 popular sites, up from 40% of those sites in 2005.

The Journal found tracking files that collect sensitive health and financial data. On Encyclopaedia Britannica Inc.'s dictionary website Merriam-Webster.com, one tracking file from Healthline Networks Inc., an ad network, scans the page a user is viewing and targets ads related to what it sees there.

Beacons, also known as "Web bugs" and "pixels," are small pieces of software that run on a Web page. They can track what a user is doing on the page, including what is being typed or where the mouse is moving.

The majority of sites examined by the Journal placed at least seven beacons from outside companies. Dictionary.com had the most, 41, including several from companies that track health conditions and one that says it can target consumers by dozens of factors, including zip code and race.

After the Journal contacted the company, it cut the number of networks it uses and beefed up its privacy policy to more fully disclose its practices.

Flash cookies can also be used by data collectors to re-install regular cookies that a user has deleted. This can circumvent a user's attempt to avoid being tracked online. Adobe condemns the practice.

Most sites examined by the Journal installed no Flash cookies. Comcast.net installed 55.

Wittingly or not, people pay a price in reduced privacy for the information and services they receive online. Dictionary.com, the site with the most tracking files, is a case study.

Think about how these technologies and the associated analytics can be used in other industries and social settings (e.g. education) for real beneficial impacts. This is nothing new for the web, the now that it has matured, it can be a positive game-changer.

Media6Degrees Inc., whose technology was found on three sites by the Journal, is pitching banks to use its data to size up consumers based on their social connections. The idea is that the creditworthy tend to hang out with the creditworthy, and deadbeats with deadbeats.

"There are applications of this technology that can be very powerful," says Tom Phillips, CEO of Media6Degrees. "Who knows how far we'd take it?"

Hidden inside Ashley Hayes-Beaty's computer, a tiny file helps gather personal details about her, all to be put up for sale for a tenth of a penny.

"We can segment it all the way down to one person," says Eric Porres, Lotame's chief marketing officer.

One of the fastest-growing businesses on the Internet, a Wall Street Journal investigation has found, is the business of spying on Internet users.

Yahoo Inc.'s ad network,

"Every time I go on the Internet," she says, she sees weight-loss ads. "I'm self-conscious about my weight," says Ms. Reid, whose father asked that her hometown not be given. "I try not to think about it…. Then [the ads] make me start thinking about it."

Information about people's moment-to-moment thoughts and actions, as revealed by their online activity, can change hands quickly. Within seconds of visiting eBay.com or Expedia.com, information detailing a Web surfer's activity there is likely to be auctioned on the data exchange run by BlueKai, the Seattle startup.

Internet Explorer lets you set rules for blocking cookies based on the policies of the cookie-placer.

No major browsers let you track or block beacons without installing extra software known as "plug-ins," as described under advanced steps.

All major browsers offer a "private browsing" mode to limit cookies. Chrome calls it "Incognito." Internet Explorer calls it "InPrivate Browsing," but this option is available only in the latest version, IE8.

It deletes cookies each time you close the browser or turn off private browsing, effectively hiding your history.

"Flash Cookies"

Flash is the most common way to show video online. As with regular cookies, Flash cookies can be useful for remembering preferences, such as volume settings for videos. But marketers also can use Flash cookies to track what you do online.

According to Duncan, the great sin these colleges have committed in the past few decades is that they have focused too much on theory and not enough on clinical practice; and by theory he means critical pedagogy, or those theories that enable prospective teachers to situate school knowledges, practices and modes of governance within wider critical, historical, social, cultural, economic and political contexts. Duncan wants such colleges to focus on practical methods in order to prepare teachers for an outcome-based education system, which is code for pedagogical methods that are as anti-intellectual as they are politically conservative.

Rather than provide the best means for confronting "difficult truths about the inequality of America's political economy," such a pedagogy produces the swindle of "blaming inequalities on individuals and groups with low test scores."[7] This is a pedagogy that sabotages any attempt at self-reflection and quality education, all the while providing an excuse for producing moral comas and a flight from responsibility.

Duncan's insistence on banishing theory from teacher education programs in favor of promoting narrowly defined skills and practices foreshadows the preparation of teachers as a subaltern class who believe that the purpose of education is only to train students to compete successfully in a global economy. This model of teaching being celebrated here is one in which teachers are constructed as clerks and technicians who have no need for a public vision in which to imagine the democratic role and social responsibility that schools, teachers or pedagogy might assume for the world and future they offer to young people.

Duncan then goes on to praise Louisiana as a model for building longitudinal data systems that track the impact of new teachers on student achievement. For Duncan, Louisiana represents a beacon for how schools should be redefined, largely as sites of management and data collection, and advances the notion that teachers should be trained to operate proficiently in such sites.

the overuse of harsh discipline disproportionately affects some Louisiana school children over others. African American students make up 44% of the statewide public school population, but 68% of suspensions and 72.5% of expulsions. And in school districts with a larger percentage of African American and low-income students, there are higher rates of suspension and expulsion. These districts tend to have fewer resources for positive interventions.

Duncan's collusion with the growing corporatization and militarizing of public schools, along with the increased use of harsh disciplinary modes of punishment, surveillance, control and containment, especially in schools inhabited largely by poor minorities of color, reveals his unwillingness to address the degree to which many schools are dominated by a politics of fear, containment and authoritarianism, even as he advances reform as a civil rights issue.[12] Schools are not merely places where potential workers learn the marketable skills and abilities necessary to secure a decent job, they are also, as Martha C. Nussbaum pointed out, key institutions of the public good and are "crucial to both the health of democracy and to the creation of a decent world culture and a robust type of global citizenship."[13]

The diverse range of political, economic, racial and social forces that influence all aspects of schooling need to be critically engaged and rearticulated in the interest of justice, human development, freedom and equal opportunity. These are not merely political issues, they are also pedagogical concerns and the former cannot be separated from the latter, just as equity cannot be separated from matters of excellence. Defining schools exclusively in terms of mathematical coordinates and statistical formulas suggests that Duncan has no language for addressing schools as sites or teachers as engaged intellectuals that mediate, accommodate, reproduce and sometimes challenge the diverse and often anti-democratic forces that bear down on them.

What does it mean to ignore the increasing corporatization, privatization and militarization of schools at a time when all aspects of public life are under siege by corporate and market-driven forces? How can schools fulfill their democratic mission when they are shaped by a social order characterized by massive inequalities in wealth and power?