Computer scientists at Princeton revealed that it is very easy for researchers to track down users' web activity just by monitoring traffic to ad trackers.
According to The Verge, researchers successfully reconstructed 90 percent of users activity just by monitoring ad-trackers like Google's DoubleClick.
Trackers reveal a considerate amount of information about users as they give each user a unique ID, recording users' movements.
Measures like https secure the users a bit, but the best protection against researchers is the routing network Tor, which lets users escape the researchers trap.