But Tancer argues that Hitwise's "big picture" view of Web activity--rather than tracking individuals--keeps the firm out of privacy troubles.

FORBES: Naked Lunch

Hitwise's data, as Tancer reveals in Click, hasn't always led him in the right direction.

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"It's not like following someone home on the highway, " Tancer says.

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Tancer also claims he can forecast bigger economic trends, as evidenced by Hitwise's growing hedge fund clientele.

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