As per the entry from a few days ago, I'm checking out travel arrangements for a trip to Athens, and found myself on Tripadvisor looking at a hotel called 'the Four Seasons'. Sadly, it wasn't part of the chain by the same name, but annyywhooo, look what happened when I followed a link to the Tripadvisor page:
Yep, those clever folk assumed that if I was looking for a hotel in Athens I might also need to book a flight. Add into that my IP address identifying me as being in Sunderland, and I was presented with a 'personalized' ad for flights from my local airport.
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