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Benchmark Capital partner Bill Gurley warned that ISPs will soon lead the way in behavioral targeting, not Google or Facebook::

I don't think people in the Valley believe this. I used to doubt it — but I'm 100 per cent convinced [the ISPs] are going to do it, and they're going to get away with it.

The FT buys the hype, writing that, with access to your complete Web surfing history, not just search queries or social-network activity, ISPs can more precisely track user behavior online. Which makes the appearance of a Canadian ISP's message on Google's homepage more than a little scary.