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Here’s a (possibly) mind-blowing fact: just about every time you load a web page on a browser, or click to a new experience inside an app, there’s code being run that sends your data to an ad exchange, which then broadcasts that data to hundreds of potential bidders (themselves connected to countless actual advertisers). For every click of yours, picture a dense bundle of data going into the cloud and instantly duplicating into hundreds of copies to thousands of servers, each one accessing millions of rows of data to figure out who you are. That’s the pulsing, arterial information flow of the modern mobile internet, and it beats billions of times a day.

“To Catch A Priest,” The Pull Request

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