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NOTES

Introduction

1 “A squirrel dying”: David Kirkpatrick, The Facebook Effect: The Inside Story of the Company That Is Connecting the World (New York: Simon and Schuster, 2010), 296.

1 “thereafter our tools shape us”: Marshall McLuhan, Understanding Media: The Extensions of Man (Cambridge: MIT Press, 1994).

1 “Personalized search for everyone”: Google Blog, Dec. 4, 2009, accessed Dec. 19, 2010, http://googleblog.blogspot.com/2009/12/personalized-search-for-everyone.html.

2 Google would use fifty-seven signals: Author interview with confidential source.

6 Wall Street Journal study: Julia Angwin, “The Web’s New Gold Mine: Your Secrets,” Wall Street Journal, July 30, 2010, accessed Dec. 19, 2010, http://online.wsj. com/article/SB10001424052748703940904575395073512989404.html.

6 “Yahoo”: Although the official trademark is Yahoo!, I’ve omitted the exclamation point throughout this book for easier reading.

6 site installs 223 tracking cookies: Angwin, “The World’s New Gold Mine,” July 30, 2010.

6 Teflon-coated pots: At the time of writing, ABC News used a piece of sharing software called “AddThis.” When you use AddThis to share a piece of content on ABC News’s site (or anyone else’s), AddThis places a tracking cookie on your computer that can be used to target advertising to people who share items from particular sites.

6 “the cost is information about you”: Chris Palmer, phone interview with author, Dec 10, 2010.

7 accumulated an average of 1,500 pieces of data: Stephanie Clifford, “Ads Follow Web Users, and Get More Personal,” New York Times, July 30, 2009, accessed Dec. 19, 2010, www.nytimes.com/2009/07/31/busi ness/media/31privacy.html.

7 96 percent of Americans: Richard Behar, “Never Heard of Acxiom? Chances Are It’s Heard of You.” Fortune, Feb. 23, 2004, accessed Dec. 19, 2010, http://money.c nn.com/magazines/fortune/fortune_archive/2004/02/23/362182/index.htm.

8 Netflix can predict: Marshall Kirkpatrick, “They Did It! One Team Reports Success in the $1m Netflix Prize,” ReadWriteWeb, June 26, 2009, accessed Dec. 19, 2010, ww w.readwriteweb.com/archives/they_did_it_one_team_reports_success_in_the_1m_net.php.

8 Web site that isn’t customized… will seem quaint: Marshall Kirpatrick, “Facebook Exec: All Media Will Be Personalized in 3 to 5 Years,” ReadWriteWeb, Sept. 29, 2010, accessed Jan. 30, 2011, www.r eadwriteweb.com/archives/facebook_exec_all_media_will_be_personalized_in_3.php.

8 “now the web is about ‘me’”: Josh Catone, “Yahoo: The Web’s Future Is Not in Search,” ReadWriteWeb, June 4, 2007, accessed Dec. 19, 2010, www.readwriteweb.com/archives/ya hoo_personalization.php.