Records showing the full website addresses you have visited — for instance, www.gchq.gov.uk/what_we_do — are treated as content. But the first part of an address you have visited — for instance, www.gchq.gov.uk — is treated as metadata.
In isolation, a single metadata record of a phone call, email, or website visit may not reveal much about a person’s private life, according to Ethan Zuckerman, director of Massachusetts Institute of Technology’s Center for Civic Media.
But if accumulated and analyzed over a period of weeks or months, these details would be “extremely personal,” he told The Intercept, because they could reveal a person’s movements, habits, religious beliefs, political views, relationships, and even sexual preferences.
For Zuckerman, who has studied the social and political ramifications of surveillance, the most concerning aspect of large-scale government data collection is that it can be “corrosive towards democracy” — leading to a chilling effect on freedom of expression and communication.
“Once we know there’s a reasonable chance that we are being watched in one fashion or another it’s hard for that not to have a ‘panopticon effect,’” he said, “where we think and behave differently based on the assumption that people may be watching and paying attention to what we are doing.”
"The zombie cookies will allow AOL to "acquire demographic data on users" while simultaneously using their own advertising network to track user browsing history, use pf apps on smartphones and their geo-location coordinates. Earlier this year, ProPublica released a report regarding the advertising company called Turn and their zombie cookies that are used by large tech firms to "come back to life" even after users have deleted them. In the ProPublica report, it was revealed that Turn is "taking advantage of a hidden undeletable number that Verizon uses to monitor customers' habits on their smartphones and tablets" by respawning those "tracking cookies that users have deleted." Called unique identifier headers (UIDHs), or perma-cookies, this sneaky monitoring of customers is used "to help marketers create more targeted ads based on their customers' unique browsing habits." In 2012, UIDHs were used by Verizon to provide a way for advertisers with "demographic and third-party interest-based segments" to help them deliver "relevant ads" based on mobile devices' unique identifiers. Shockingly, more than 100 million Verizon customers were affected by this snooping by the corporation, tracking individual customer usage and reporting the findings to the federal government and advertising corporations."
