content so that the user does not discern any separate GET requests from the third-parties.1 As the defendants deliver their advertisements directly to users from their own servers, the defendants have the capacity to vary how they populate their rented webpage space. This capacity permits targeting by which the defendants may serve different advertisements to different visitors. The general principle is that the more that an advertisement is tailored to its audience—sneakers for runners, legal pads for lawyers—the greater the advertisement’s expected value. Here, the value of customization, combined with the capacity for individuated advertisement service, impels internet advertisers to surmise whatever they can about each particular person requesting webpage content. As pled in the complaint: To inject the most targeted ads possible, and therefore charge higher rates to buyers of the ad space, these third-party companies . . . compile the [i]nternet histories of users. The third-party advertising companies use “third-party cookies” to accomplish this goal. In the process of injecting the advertisements into the first-party websites, the third-party advertising companies also place third-party cookies on user’s computing devices. Since the advertising companies place advertisements on multiple sites, these cookies allow these companies to 1 Compl. ¶ 41. 6