Web sites can offer free content because they sell advertisements. This is similar to how we watch commercials in exchange for having free access to our favorite TV shows. In order to deliver relevant advertising, Web sites employ techniques to better tailor advertisements to you, the consumer. However, until now, Web sites have provided little if any insight into what's going on behind the scenes, from an advertising perspective. Who's accessing your information? Who's monitoring your behavior? Do you have a say? These are valid questions you deserve the answers to. PreferenceCentral was developed to address these concerns by empowering you with knowledge and control to manage your online experience.