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It sounds like he is saying, dell uses this to look at the history urls, then spider them for information, at which point they can customize advertisements / promotions based on your history. That would be sick and I want one.
At our level, tracking a return visitor sent to a sponsor - which return to your site, so you can show them a different advertisment, can be done with ad management software.
If you want to get Black Hat. Spam rankings, look at the browser history, show custom/new landing pages or join pages, based on where the visitor has already been. Or to go more, look to see if they have member history, and offer them a related site at a lower price.
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