When you visit a Web site that includes an advertisement, someone probably is recording the fact that you visited that Web site and viewed the advertisement with your browser. Over time, companies that specialize in tracking who views which online advertisements can amass an enormous amount of information about your online Web surfing habits. This collection of information is considered to be part of your online profile. One company claims that through the use of advertisements on Web pages, it can track well over one billion Web page views per day. Through tracking the Web sites a user visits, the products they buy, and the articles they read, a company may attempt to profile the visitor's beliefs, associations, and habits. Although a user may think he or she is anonymous while navigating the Web, the company can attempt through various means to link the user's true identify with the user's online profile. The company can sell online profiles, with or without the user's true identity, to other advertisers or organizations. Should organizations be allowed to track your Web surfing habits? Why or why not? Should organizations be allowed to associate your real identity with your online identity and profit from the information? Should companies give you the option of not being tracked? What are the benefits and dangers of online tracking?