In this lesson, students will consider the ways websites and companies collect data online and utilize it to personalize content for their users, as well as consider companies’ motives in doing so. Students can either individually or in small groups use the Same Search Student Handout to examine the fictionalized Web results of two people with different demographic backgrounds who search on the same topic. Based on this analysis, students will explore the benefits and risks of online tracking and targeting, and learn strategies for managing what happens with their own online data.