Ethics of it, I’m still unsure about, yeah sure a site owner can do what ever they like, but is tracking people going to far. A lot of assumptions can be made from the data too, which I really wouldn’t like to happen to me. Although it does help the writer target the text at a particular country, language and internet speed.

It can also help with targeting and placement of ads, it wether or not they are actually doing their job.

I suppose it can be a good tool, if it is used correctly.