"Tracking is like wine - within time it gains more value.
"When we access websites, third parties are able to track our online behaviour. This is part of a larger business which can involve web analytics and user profiling. These activities are often geared towards aiding online marketing and advertising.
"Third party trackers can aggregate our data, link it to other data collected about us and subsequently create profiles. These profiles tell a story about us – which may or may not be true - and can include our political beliefs, gender, sexual orientation, economic status, habits, interests, affiliations and much more.
"And while this might all appear to be harmless, we largely have very little control over how and when our data is collected, how our profiles are created, whether they are accurate, who they are subsequently shared with, who has access to them, what they are used for and where they are stored and for how long."