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Numerous research papers have listed different vectors of personally identifiable information leaking via traditional and mobile Online Social Networks (OSNs) and highlighted the ongoing aggregation of data about users visiting popular Web sites. The authors argue that the landscape is worsening and existing proposals (including the recent U.S. Federal Trade Commission's report) do not address several key issues. They examined over 100 popular non-OSN Web sites across a number of categories where tens of millions of users representing diverse demographics have accounts, to see if these sites leak private information to prominent aggregators.
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