I hate to be pessimistic but I think we missed the privacy boat. An individual's web use can be easily tracked. A simple search engine query pulls up loads of information about where you’ve been what you’ve said on forums etc. A more determined investigator can pull up even more information. The point being there is no privacy on the World Wide Web.
I am not too worried about the tracking service you mention. It doesn't seem to be pervasive enough to become a problem. That's because the ISP has to step in to make it work and as we have seen they are apprehensive to do that. Which is something that I applaud, only because I found those ads to be a nuisance and I never click on them anyway!
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