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We are all used to being followed around the internet by targeted adverts based on sites weve visited, but could this technology be used to help people save energy or to recycle more?


If you read the marketing press at all, you will have heard of a new trend in real time advertising. If not, youll be aware of sites asking you to opt into cookies, or being followed around the internet by shoes you almost bought a week ago.


Gone are the days when advertisers had to buy large amounts of space in a magazine they hoped the target demographic would read. Now, individuals can be targeted, based on information harvested from your desktop and mobile phone. Ad space is bought and sold in real time, based on what data predicts you might do next.


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