Gary Kovacs, CEO of Mozilla Corporation, presented a Firefox add-on program specialized to track trackers called Collusion. Collusion collects data from a variety of websites and sees who is tracking you. As the data is collected, Collusion presents it in simple visual form for your understanding.
Web tracking is not evil and with some personal data collected, it can make your browsing more efficient. Kovacs concern is how much data is collected and where the limits for privacy should be.
[quote][I am] not even two bites into breakfast, and there are already nearly 25 sites that are tracking me. I have navigated to a total of four.[/quote]
Kovacs makes it clear that it’s your right to know what data is being collected about you and how it affects your online life. The video form TED explains more.