The rise in online social networking, coupled with the evolution of advanced data-tracking techniques, has created a goldmine for internet marketers who now can target their advertising in highly sophisticated ways to individual web users. High school and college students are especially vulnerable, experts say, and that has many privacy advocates concerned. Now they're enlisting the help of Congress to set reasonable limits.

The web sites we visit, the online links we click, the search queries we conduct, the products we put in virtual shopping carts, the personal details we reveal on social networking pages--all of this can give companies an...

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