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It's rarely a coincidence when you see Web ads for products that match your interests. WSJ's Christina Tsuei explains how advertisers use cookies to track your online habits.

"webxray is a tool for analyzing third-party content on webpages and identifying the companies which collect user data. A command line user interface makes webxray easy to use for non-programmers, and those with advanced needs may analyze millions of pages with proper configuration. webxray is a professional tool designed for academic research, and may be used by privacy compliance officers, regulators, and those who are generally curious about hidden data flows on the web."