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Microsoft using services to target ads

Why are we even discussing the fact that Microsoft is using the information it has through its Hotmail and other services to target the delivery of online ads? Did we not all see that coming? I mean, that was going to be the whole point, kind like how I'm sure Yahoo and Google are able to target you when you're signed into their services.

Try to keep up. I figured this out the minute Microsoft announced their ad delivery platform.
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