Even for a longtime OBA watcher like me, using the tracking detection tool Ghostery was a revelation. Now owned by DAA compliance provider Evidon, the little plug-in for the browser tracks the trackers. Suddenly you could see that some of your favorite sites had cookies and beacons from a range of analytics companies, ad networks, data providers, etc. that most consumers had never heard of. And while the free utility has been available for years now, I still find many seasoned Web publishers who have never tried it.