For all the concern and uproar over online privacy, marketers and data companies have always known much more about consumers' offline lives -- but recently, some of these companies have started connecting this mountain of information to consumers' browsers. And the result is a sea change in the way consumers encounter the web, reports the New York Times. Not only will people see customized advertising; they'll see versions of web sites that are different from what other consumers see and even receive different discount offers while shopping--all based on information from their offline history. The technology that makes this connection...

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