Though theyre all approaching it in different ways, a bunch of large Internet firms—including ISPs like Charter and AT&T and Web companies like Yahoo, Microsoft, and perhaps even Google—are crawling toward adopting “behavioral targeting” systems. Predictably, privacy advocates are pushing lawmakers to outlaw or significantly limit this sort of invasive advertising. Proponents of behavioral targeting defend the practice in much the same way Charter did—Web surfers will benefit from close monitoring of our habits because well soon be getting more “relevant” ads. Considering the large networks that Web companies now manage and the money they can make by selling ads tailored to your surfing habits, it seems obvious that behavioral targeting will soon rule the Internet ad market. As the targeted-ad boom approaches, we Web surfers need to prepare ourselves—and think of how we might be able to take advantage even as we have targets on our backs.