I think the admin can sell this right to advertise on the site - with advertisement that are appropriate to the area and or history of the user -- dont think it is not malware but a paid advertisement by a add seller --- the operator of a site can allow say "home depot" to have a pop up or a strategically place add on his site - if you recently visited home depot -- the owner of the site get paid by home depot and home depot get a add for a possible customer who may have just visited their site --- its all part of giving up your privacy when you agree to use a certain site
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