New research has found that most Canadians don't mind companies following the online activity, which is good news for those companies that are involved in behavioural marketing. Behavioural marketing is the practise of following the activities of customers on the internet over time, so that advertises gonna show adverts that are of specific interest to the customer. The type of information that can be collected includes web addresses, page visits, the length of time is spent on those pages, adverts watched articles read, and purchases made. The research found that seventy three percent of those asked, were aware of companies tracking. The websites they visit and using this data for advertising. The majority of those asked said they're happy to share location or even shopping information, but only seventeen percent said they're willing to share financial data. This tells us that people have an awareness of how online advertising works and understand that it doesn't actually affect their finances.