That's part of it, but it's also all the data you input. Depending on what you click, specific ads will target you; simply because they are the ads that will most likely result in you clicking on them. It's actually pretty messed up. "The Social Dilemma", a documentary on Netflix, does a decent job of laying out how it works; obviously it's a lot more complex than everything they show, but it's basically an hour and forty min crash course.
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