Your web browsing patterns contain a treasure trove of data, including your health concerns, shopping habits and visits to porn sites. ISPs can find out where you bank, your political views and sexual orientation simply based on the websites you visit. The fact that you’re looking at a website at all can also reveal when you’re at home and when you’re not.
If you ask the ISPs, it’s about showing the user more relevant advertising. They argue that web browsing history and app usage should not count as “sensitive” information.
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