Online marketers are building ever-larger troves of user data -- but while that gives privacy advocates ulcers, it's actually not such a big deal, writes Cotton Delo. Behavioral tracking lets marketers provide Web users with ads they're actually interested in with great cost efficiency, and brands have little interest in alienating their customer base with intrusive campaigns. The explosion of interest in mobile tracking, however, still could prompt regulators to get involved in the space, Delo writes.

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